Socialinsider：2022年零售社交媒體行業(yè)報告

Retail

SocialMedia

IndustryReport

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

Retail

Content

Strategy

Discoveranalyticsmetricsthatmatterfor

everytypeofcontentonFacebook,

Instagram,andTwitter.

Photosappeartobethemostsharedsortof

contentintheretailindustryacrossall

platforms.However,Instagramcarousels

remainthemostengagingsortofmedia.

brands-examples

INSTAGRAM

37.89%

DECREASEININTERACTIONS

Medianpostsinteractionsacrossallplatforms

Medianpostsinteractions

ThemedianpostinteractionrateforFacebookandTwitterintheretailindustryremainssteady.Ontheotherhand,wecannoticea37.89%decreaseinInstagraminteractions.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

ContentdiversityonFacebookPoststypesonFacebook

Inthelast12months,brandsin

theRetailcategoryshared:

?55.92%photos

?25.13%albums

?13.61%videos

?4.78%links

?0.54%statuses

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

ContentdiversityonInstagramPoststypesonInstagram

Inthelast12months,brandsin

theRetailcategoryshared:

?51.16%photos

?25.71%carousels

?15.51%reels

?7.60%videos

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

ContentdiversityonTwitterPoststypesonTwitter

Inthelast12months,brandsin

theRetailcategoryshared:

?62.215%status

?18.86%photos

?15.858%links

?3.062%videos

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

OrganicperformanceofpoststypesonFacebook

Postsperformance

onFacebook

0.22%

Avg.engagementrateperpostforstatus

StatusesperformbestintermsoforganicperformanceonFacebookworldwide.Statuses(0.22%)arefollowedbyphotos,whichhavea0.16%engagementrate.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

OrganicperformanceofpoststypesonInstagram

Postsperformance

onInstagram

0.9%

Avg.engagementrateperpostfor

Reel

IntermsoforganicperformanceonInstagramworldwide,Reelsperformbest,withanaverageengagementrateof0.9%,followedbycarousels,withanaverageengagementrateof0.49%.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

OrganicperformanceofpoststypesonTwitter

Postsperformance

onTwitter

0.07%

Averageengagementrateperpostforphoto

IntermsoforganicperformanceonTwitterworldwide,photosperformbest,withanaverageengagementrateof0.07%,whichis0.0003%morethanthe2ndhighestposttype,video.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

Organic

Engagement

Averageengagementrateanddistribution

ofengagementrateonFacebook,

Instagram,andTwitter.

Overallengagementdatashowsthatretail-

relatedbrandshaveestablishedamore

significantnicheonInstagram.Ontheother

hand,retail-relatedpostshavebeenshared

themostonTwitter.

Averageengagementrateperpostacrossallplatforms

Instagram—themost

engagingplatform0.51%

Averageengagementrateperpost

Withanaverageengagementrateof0.51%perpost,Instagramremainsthemostengagingmediumfortheretailsector.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

0.14%

FACEBOOK

AVG.ENGAGEMENTRATEPER

nOgementrateovertimeonFacebook

DistributionofengagementrateonFacebook

FromMaytoAugust2022,theavg.engagementrateperpostonFacebookhastriedtoremainconstant.EventhoughtherecanbeseensignificantgrowthinDecember2022,theavg.engagementrateperpostfortheretailindustryislowerthantheavg.engagementrateforall

sectors(0.16%).

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

0.51%

INSTAGRAM

AVG.ENGAGEMENTRATEPER

PEgSaementrateovertimeonInstagram

DistributionofengagementrateonInstagram

FromJanuarytoJune2022,theavg.engagementrateperpostonInstagramhastriedtoremainconstant.EventhoughtherecanbeseensignificantgrowthinJune2022,theavg.engagementrateperpostfortheretailindustryislowerthantheavg.engagementrateforallsectors(0.88%).

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

0.02%

TWITTER

AVG.ENGAGEMENTRATEPER

nOgementrateovertimeonTwitter

DistributionofengagementrateonTwitter

FromMaytoJuly2022,theavg.engagementrateperpostonTwitterhastriedtoremainconstant.EventhoughtherecanbeseensignificantgrowthinApril2022,theavg.engagementrateperpostfortheretailindustryislowerthantheavg.engagementrateforall

sectors(0.03%).

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

Postsperweekbetweenplatforms

Postingfrequency

onTwitter

19.99

Averagepostsperweek

BetweenJanuary2022andDecember2022,retailbrandsshared5.44-Instagramposts,5.06-Facebookposts,and19.99Twitterpostsperweek.

DateRange:1Jan2022-31Dec2022

Sample:Socialinsider—worldwidedatafortheRetailindustry

Improveyoursocial

mediastrategywith

Socialinsider

?Allinoneplaceforcompetitorresearchandsocial

mediaanalytics

?Readytodownloadsocialmediareports

?Reviewtheperformanceofcertainsocialposts

Bookademo

Methodology

Facebookengagement

rateperpost(byfollowers)

Instagramengagement

rateperpost(byfollowers)

Twitterengagementrateperpost

Facebookengagementrateperpostiscalculatedasthesumofreactions,commentsandsharesonthepostdividedbythetotalnumberoffansthatpagehas.Theresultisthenmultipliedby100.

Instagramengagementrateperpostiscalculatedasthesumoflikesandcommentsonthepostdividedbythetotalnumberoffollowersthatprofilehas.

Theresultisthenmultipliedby100.

TwitterengagementrateperpostiscalculatedasthesumoflikesandRetweetsreceivedontheTweetdividedbythetotalnumberoffollowersthatprofilehas.