Social media analytics provider Quintly arrived at some benchmarks for social media managers in the second quarter of 2015 for Facebook, Instagram and Twitter.
The company said in a blog post introducing its findings:
Due to the uniqueness of every social network, we split the study in Facebook, Instagram and Twitter. To make the comparison easier, we chose the same metric three times within the infographic across all three networks. With this in mind, you are able to compare the number of posts and see the amount of interactions as an average. To make the numbers applicable for everybody, we clustered profiles in different-sized groups dependent on their fan or follower count.
Quintly’skey findings for Facebook were:
- The average page posts twice per day.
- That number fluctuates in a big way, depending on page size: Pages with 1,000 or fewer likes post an average of eight times per month, while those with 1 million or more post 229 times.
- Links and photos were the most popular post types, with photos generating the highest interaction.
- Accounts posted an average of once per day, with that figure doubling for those with more than 100,000 followers.
- The interaction rate for photos and videos was roughly the same.
- Pages with 1,000 or fewer followers averaged 23 interactions, while those with 10 million or more averaged 570,000 per post.
- Posts received 29 times more likes than comments.
- Accounts tweeted an average of five times daily.
- Profiles with 100,000 or fewer followers rarely used replies to interact.
- Pages with 1,000 or fewer followers averaged four interactions per tweet, with favorites accounting for 1.25 times more than retweets.