According to the TrackMaven report, B2B brands active on social media saw their highest engagement rates (number of interactions per post per 1,000 followers) last year on Instagram, though that may change as interaction rates are declining on the platform and an algorithm change is pending. Beyond Instagram, brands saw relatively high engagement rates on Pinterest, though the average is boosted considerably by the performance of financial brands.
On Facebook, biotech and pharmaceuticals see comparatively high engagement rates, while post engagement rates are relatively low across the board on LinkedIn and Twitter.
Highlights from the study:
- Biotech, engineering and financial services brands are considered to have found the “sweet spot,” pairing high follower growth with strong engagement rates;
- The machinery sector saw the highest average follower growth on the social networks analyzed;
- Biotech brands have the highest average engagement rate across their social media audiences (12.46), followed by financial services brands (9.94); and
- Software brands saw healthy following growth in 2015 of 82% on average across the social networks analyzed, but had the worst average post engagement rate, of just 2.62.
About the Data: The results are based on an analysis of more than 500,000 pieces of social content from 316 leading B2B brands in 17 industries across 5 social networks.