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SOCIAL MEDIA

TikTok achieving far higher engagement rates per post, study finds

By our News Team | 2023

‘TikTok is every industry’s best friend this year’, researchers say after analysing 5-million digital marketing posts across 14 industries.

Despite brands posting less frequently on TikTok than on other social media channels, they achieved significantly higher engagement rates per post (5.69%) compared to all other channels (less than 1%).

Overall, the TikTok platform is making a “significant impact on brands’ social presence”, according to a study by a US-based social media analytics company that claims to have analysed more than 5-million posts and 9-billion interactions across Facebook, Instagram, Twitter and TikTok.

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The 2023 Social Media Industry Benchmark Report report by Rival IQ covered social media marketing activities in 14 industries – among them alcohol, fashion, financial services, food & beverage, health & beauty, higher education, home décor, retail and travel.

“TikTok is topping the charts; [it] is every industry’s best friend this year [with] a median engagement rate of 5.69%,” the researchers say. 

They note that this is happening in a social media environment where brands have seen less organic engagement over the past year. Engagement rates on Instagram have declined for the third year in a row, but have been holding steady for Facebook and Twitter.

Frequency of posting is also declining

Interestingly, posting frequency is also on the decline. “Post frequency is flat on Instagram, but took [an approximately] 20% dive on Facebook and Twitter,” the study states.

On Instagram, the Reels format (enabling users to record and edit short videos) has mostly dethroned the old-favourite Carousels format (post with up to 10 photos or videos) as the most engaging post type. “Every brand should post Reels on Instagram,” Rival IQ recommends.

In a finding that may hold true mostly for developed markets in the Northern Hemisphere, the researchers also found that “brands in almost every industry earned top engagement rates from holiday-hashtagged posts, while contests and giveaways were less popular than in other years”.

Says Seth Bridges, Founder and Head of Product and Marketing for Rival IQ: “Amid an increase in the number of social media channels, brands are under immense pressure to master their performance on these channels and engage audiences.

“Engagement rate per post is the ultimate metric marketers use to measure content performance and this year’s report serves as a guidebook to achieving success beyond ‘likes’ alone.”

Find the full report here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.