This Social Network Engages Audiences Better Than the Rest

This Social Network Engages Audiences Better Than the Rest
Image credit: Shutterstock

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
Staff Writer. Covers leadership, media, technology and culture.
2 min read

When you’re first launching a business, social media is a prime way to get the word out about your product or service without spending a lot of money. But you don't want to be spending valuable time on a platform that won't connect you with the audience you need.

It's important to be strategic about where you direct your energy and resources, and to that end, TrackMaven, a Washington, D.C.-based maker of marketing analytics software, put together its 2016 Social Media Industry Index to look at which platforms -- Facebook, Instagram, LinkedIn and Twitter -- yields the most user engagement for which industry.

Related: That Justice Department Staffer Didn't Mean to Tweet That

Monitoring the social media content produced by more than 40,000 businesses in 130 industries from Jan. 1, 2016 to June 30, 2016, the study found that when looking at the engagement ratio per brand for social media platforms (which TrackMaven characterizes as the average interactions per post per brand per 1,000 followers), overall, companies see the highest average engagement ratio on Instagram.

The index found that for Twitter and Instagram, businesses in the music industry had the highest interactions per post. Meanwhile, on Facebook, sports and entertainment companies were the most popular, with retail businesses bringing up the rear.

Related: The Shocking Lessons I Learned After I Quit My Social Media Addiction in 3 Days in the Desert

As for LinkedIn, the pharmaceutical industry has the most followers but the lowest average engagement. And it turns out that businesses in airlines and aviation, luxury goods and wine and spirits actually get the highest engagement on the site.  

When you are first sketching out a social media strategy, look at your competitors in the space and see where they are gaining the most traction and customer interaction. It will only save you time down the line.

More from Entrepreneur
Our Franchise Advisors will guide you through the entire franchising process, for FREE!
  1. Book a one-on-one session with a Franchise Advisor
  2. Take a survey about your needs & goals
  3. Find your ideal franchise
  4. Learn about that franchise
  5. Meet the franchisor
  6. Receive the best business resources
Use code MARKET2021 through 4/24/21 to save on 12 marketing books for entrepreneurs that are recommended by entrepreneurs:
  • Digital Marketing Handbook
  • No B.S. Guide to Direct Response Social Media Marketing
  • Ultimate Guide to Youtube for Business
  • And more
Whether you want to learn something new, be more productive, or make more money, the Entrepreneur Store has something for everyone:
  • Software
  • Gadgets
  • Online Courses
  • Travel Essentials
  • Housewares
  • Fitness & Health Devices
  • And More

Latest on Entrepreneur