Apple will pay $95 million to settle claims that Siri listens to users' private conversations.

Apple will pay $95 million to settle claims that Siri listens to users' private conversations.

January 04, 2025    Comment   

Apple has agreed to pay $95 million to settle a proposed class-action lawsuit, claiming that its voice-activated assistant, Siri, violated users' privacy by listening to them without their consent.

iPhone owners complained that Apple routinely recorded their private conversations after Siri was accidentally activated.

A preliminary settlement was filed Tuesday night in federal court in Oakland, California, and awaits approval from U.S. District Judge Jeffrey White.

Voice assistants typically respond when people use trigger words like "Hey, Siri."

However, the plaintiffs alleged that Apple had not obtained consent before recording their conversations, according to The Guardian.

The lawsuit claimed that these violations occurred between September 17, 2014, and December 31, 2024.

The issue began when Siri introduced the "Hey, Siri" feature, which allegedly led to unauthorized recordings.

Apple denied any wrongdoing but agreed to the settlement.

The company has also consistently emphasized its commitment to privacy.

In 2018, Apple CEO Tim Cook criticized other tech companies for surveillance practices, stating that "the desire to put profits over privacy is nothing new."

Further, in a 2018 letter to Congress, Apple claimed that its iPhone devices do not "listen" to users.

For context, $95 million is approximately nine hours of profit for Apple, whose net income was $93.74 billion in the last fiscal year.

Social media benchmarks: Q3 2024 [Data & Tips]

Social media benchmarks: Q3 2024 [Data & Tips]

September 24, 2024    Comment   

How do you know the “right” number of engagements to expect on your social posts? Is 100 likes a lot or a little? The answer is, it depends.



That’s where social media benchmarks come in. This industry-specific data tracks the norms or averages for specific metrics like social media engagement and follower growth. It gives you an understanding of how businesses similar to yours are doing — and a better sense of what those 100 likes really mean.



Keep reading to learn more about the process of social media benchmarking. This post includes up-to-date (Q3 2024) benchmarks for key industries to help you understand how your social results stack up right now.










Bonus: Get a free, customizable competitive analysis template to easily size up the competition and identify opportunities for your brand to pull ahead.







What is a social media benchmark?





A social media benchmark is an average result that serves as a standard by which other businesses in the same industry or category can be measured or judged. The benchmark is essentially the norm for social media marketing success. Think of it as the level of social media performance all businesses within a category should try to reach or exceed.



Social media benchmarks are important because they provide context for your social media KPIs. There’s always value to tracking your own social media metrics and growth over time, even in isolation. But when you place that data in the context of the larger industry picture, you can better understand where there are real opportunities for improvement.



You can also use benchmarks to set realistic goals expectations. Some industries (like entertainment) will by nature have greater reach than others (like health care). When you know what’s “normal” for your industry, you can set reasonable milestones that allow you to achieve real growth without burning out your social team.













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How to find social media benchmarks





Manually compiling reliable social media benchmarks by industry can involve a lot of very finicky and frustrating research.



Fortunately, Hootsuite Analytics has a built-in social media benchmarking tool that allows you to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.



To access this new feature, head to Analytics within your Hootsuite dashboard. Under Benchmarking in the the left menu, click Industry, then click Select your industry and choose the most relevant option from the drop-down menu.









Now you can see how your results compare to average performance stats within your industry. You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for the following metrics:




* Profile impressions


* Profile reach


* Followers


* Audience growth rate


* Engagement rate


* Video plays


* Posting frequency


* Clicks


* Shares







… and more.









You will also find resources to improve your performance right in the summary section:









Try for free



And, if you need to present your results to your team, boss, or other stakeholders, you can easily download your comparison report as a PDF file. 



Q3 2024 social media benchmarks by industry





Let’s look at a snapshot of some of the most important social media benchmarking data from Q3 2024. We focus here on four key metrics:




* Page/profile impressions: The number of times content from or about your profile or page appears on someone’s screen. Note that this number is not the same as reach. Reach indicates the number of accounts that see your content. Impressions will usually be higher because one account might view your content multiple times.


* Audience growth rate: Rather than a simple count of new followers, this is a measure of how your audience is growing (or shrinking) as a percentage of your existing followers.














* Post engagement rate: Total engagements (likes, comments, saves, shares) divided by your total audience, expressed as a percentage.














* Posting frequency: The average number of posts shared per day.







Combined, these benchmarks give you a good sense of how your social accounts stack up against the competition in terms of both output and performance.



It’s important to compare like with like, so we’ve provided separate social media benchmarks for Facebook and Instagram in each category. The impressions numbers are based on a 30-day period.



Social media benchmarks in education





What should the education industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the education industry, albums perform best on Facebook at 7.1%.





Best content type to post on Instagram





In the education industry, carousels perform best on Instagram at 6.5%, offering an interactive way for users to view educational content.





Best content type to post on LinkedIn





In the education industry, photos perform best on LinkedIn at 1.8%, providing a visually appealing way to view educational content.





Follower growth rate in education





LinkedIn has the highest weekly follower growth rate at 1.58%, showing it’s a great place to grow your network in education.



Here is how other education profiles are doing in Q3 2024:




* LinkedIn: 1.58%


* Instagram: 0.00%


* X (Twitter): 0.14%


* Facebook: 0.06%









How often should you post on social media in the education industry?





Our research found that the education industry posts on Facebook and X more often than on other social platforms — an average of 9 times a week. Instagram follows with 8 posts a week and LinkedIn 6 posts a week.






Weekly frequency and engagement rates in education





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in education on Facebook





In the education industry on Facebook, the highest engagement rate of 3.7% is achieved with a weekly posting frequency of 13 posts.





Weekly frequency and engagement rates in education on Instagram





In the education industry on Instagram, the highest engagement rate of 5.6% is achieved with a weekly posting frequency of 5 posts.





Weekly frequency and engagement rates in education on LinkedIn





In the education industry on LinkedIn, the highest engagement rate of 2.3% is achieved with a weekly posting frequency of 9 posts.





Weekly frequency and engagement rates in education on X (Twitter)





In the education industry on X (Twitter), the highest engagement rate of 4.0% is achieved with a weekly posting frequency of 1 post.





For more education-specific benchmarks, including the best times to post, the most engaging content formats, and stats for more major social networks, check out our dedicated post on social media benchmarks for education.



Social media benchmarks in entertainment and media





What should the entertainment and media industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the entertainment and media industry, albums perform best on Facebook at 3.8%, providing its audience with organized content.





Best content type to post on Instagram





In the entertainment and media industry, photos perform best on Instagram at 3.8%.





Best content type to post on LinkedIn





In the entertainment and media industry, the best content type on LinkedIn is videos, with the highest engagement of 2.3%.





Follower growth rate in entertainment and media





Instagram has the highest weekly follower growth rate, at 0.57%, which shows that it’s a great place to grow your network in entertainment and media.



Here is how other entertainment and media profiles are doing in Q3 2024:




* LinkedIn: 0.47%


* Instagram: 0.57%


* X (Twitter): 0.46%









How often should you post on social media in the entertainment and media industry?





Our research found that the entertainment and media industry posts on X (Twitter) the most, 74 times weekly, which is more often than on other social platforms.





Weekly frequency and engagement rates in entertainment and media





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in entertainment and media on Facebook





In the entertainment and media industry on Facebook, the highest engagement rate of 5.0% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates in entertainment and media on Instagram





In the entertainment and media industry on Instagram, the highest engagement rate of 7.1% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in entertainment and media on LinkedIn





In the entertainment and media industry on LinkedIn, the highest engagement rate of 3.0% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in entertainment and media on X (Twitter)





In the entertainment and media industry on X (Twitter), the highest engagement rate of 5.0% is achieved with a weekly posting frequency of 1 post.





Social media benchmarks in financial services





What should financial services post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the financial services industry, albums perform best on Facebook at 4.9%.





Best content type to post on Instagram





In the financial services industry, carousels and photos perform best on Instagram at 5.0%.





Best content type to post on LinkedIn





In the financial services industry, photos perform best on LinkedIn at 2.6%, providing a visually appealing way to view content.





Follower growth rate in financial services





Instagram has the highest weekly follower growth rate at 0.56%, showing it’s a great place to grow your network in financial services.



Here is how other financial service profiles are doing in Q3 2024:




* LinkedIn: 0.47%


* Instagram: 0.56%


* X (Twitter): 0.47%


* Facebook: 0.02%









How often should you post on social media in financial services?





Our research found that financial services posts the most on Facebook with 7 posts a week.





Weekly frequency and engagement rates in education





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in financial services on Facebook





In financial services on Facebook, the highest engagement rate of 4.2% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in financial services on Instagram





In the financial services on Instagram, the highest engagement rate of 7.1% is achieved with a weekly posting frequency of 10 posts.





Weekly frequency and engagement rates in financial services on LinkedIn





In the financial services on LinkedIn, the highest engagement rate of 3.1% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in financial services on X (Twitter)





In the financial services on X (Twitter), the highest engagement rate of 3.9% is achieved with a weekly posting frequency of 1 post.





Check out our dedicated post on social media benchmarks for FinServ for more stats, including the best times to post and the most engaging content formats.



Social media benchmarks in dining, hospitality, and tourism





What should the dining, hospitality, and tourism industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the dining, hospitality, and tourism industry, albums perform best on Facebook at 3.5%





Best content type to post on Instagram





In the dining, hospitality, and tourism industry, carousels perform best on Instagram at 4.1%.





Follower growth rate in dining, hospitality, and tourism





LinkedIn has the highest weekly follower growth rate at 1.58%, showing it’s a great place to grow your network in dining, hospitality, and tourism.



Here is how other dining, hospitality, and tourism profiles are doing in Q3 2024:




* LinkedIn: 0.57%


* Instagram: 1.52%









How often should you post on social media in the dining, hospitality, and tourism industry?





Our research found that the dining, hospitality, and tourism industry posts on Facebook and Instagram more often than on other social platforms with 13 posts on Facebook and 11 posts on Instagram weekly.





Weekly frequency and engagement rates in dining, hospitality, and tourism





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in dining, hospitality, and tourism on Facebook





In the dining, hospitality, and tourism industry on Facebook, the highest engagement rate of 3.8% is achieved with a weekly posting frequency of 8 posts.





Weekly frequency and engagement rates in dining, hospitality, and tourism on Instagram





In the dining, hospitality, and tourism industry on Instagram, the highest engagement rate of 7.0% is achieved with a weekly posting frequency of 10 posts.





Social media benchmarks in government





What should government-related services post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In government-related services, albums perform best on Facebook at 4.9%





Best content type to post on Instagram





In government-related services, carousels perform best on Instagram at 4.6%





Best content type to post on LinkedIn





In government-related services, photos perform best on LinkedIn at 2.1%.





Follower growth rate in government-related services





LinkedIn has the highest weekly follower growth rate at 1.58%, showing it’s a great place to grow your network in education.



Here is how other government profiles are doing in Q3 2024:




* LinkedIn: 0.63%


* Instagram: 0.54%


* X (Twitter): 0.22%


* Facebook: 0.11%









How often should you post on social media for government-related services?





Our research found that government-related services posts on X (Twitter) more often than on other social platforms — an average of 11 times a week.





Weekly frequency and engagement rates in government-related services





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in government-related services on Facebook





For government-related services on Facebook, the highest engagement rate of 3.7% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in government-related services on LinkedIn





For government-related services on LinkedIn, the highest engagement rate of 2.3% is achieved with a weekly posting frequency of 10 posts.





Weekly frequency and engagement rates in government-related services on X (Twitter)





For government-related services on X (Twitter), the highest engagement rate of 4.0% is achieved with a weekly posting frequency of 1 post.





Social media benchmarks in healthcare





What should the healthcare industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the healthcare industry, albums perform best on Facebook at 14.8%





Best content type to post on Instagram





In the healthcare industry, carousels perform best on Instagram at 5.0%.





Best content type to post on LinkedIn





In the healthcare industry, photos perform best on LinkedIn at 2.2%.





Follower growth rate in healthcare





Instagram has the highest weekly follower growth rate at 0.56%, showing it’s a great place to grow your network in healthcare.



Here is how other healthcare profiles are doing in Q3 2024:




* LinkedIn: 0.55%


* Instagram: 0.56%


* X (Twitter): 0.26%


* Facebook: 0.17%









How often should you post on social media in the healthcare industry?





Our research found that the healthcare industry posts on Facebook more often than on other social platforms — an average of 20 times a week.





Weekly frequency and engagement rates in healthcare





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in healthcare on Facebook





In the healthcare industry on Facebook, the highest engagement rate of 3.3% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates in healthcare on Instagram





In the healthcare industry on Instagram, the highest engagement rate of 5.8% is achieved with a weekly posting frequency of 13 posts.





Weekly frequency and engagement rates in healthcare on LinkedIn





In the healthcare industry on LinkedIn, the highest engagement rate of 3.0% is achieved with a weekly posting frequency of 9 posts.





Weekly frequency and engagement rates in healthcare on X (Twitter)





In the healthcare industry on X (Twitter), the highest engagement rate of 4.8% is achieved with a weekly posting frequency of 3 posts.





For more healthcare-specific research, including the best times to post, the most engaging content formats, and stats for more major networks, check out our dedicated post on healthcare social media benchmarks.



Social media benchmarks in real estate, legal, and other professional





What should the real estate, legal, and other professional industries post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the real estate, legal, and other professional industries, albums perform best on Facebook at 5.3%





Best content type to post on Instagram





In the real estate, legal, and other professional industries, carousels perform best on Instagram at 6.6%.





Best content type to post on LinkedIn





In the real estate, legal, and other professional industries, photos perform best on LinkedIn at 2.5%.





Follower growth rate in real estate, legal, and other professional industries





TikTok has the highest weekly follower growth rate at 3.94%, showing it’s a great place to grow your network in the real estate, legal and other professional industries.



Here is how other professional profiles are doing in Q3 2024:




* LinkedIn: 0.58%


* Instagram: 0.64%


* X (Twitter): 0.56%


* Facebook: 0.55%


* TikTok: 3.94%









How often should you post on social media in the real estate, legal, and other professional industries?





Our research found that the professional industry posts on X (Twitter) more often than on other social platforms — an average of 11 times a week. Facebook follows with 10 posts a week.





Weekly frequency and engagement rates in real estate, legal, and other professional industries





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in the real estate, legal, and other professional industries on Facebook





In the real estate, legal, and other professional industries on Facebook, the highest engagement rate of 3.6% is achieved with a weekly posting frequency of 19 posts.





Weekly frequency and engagement rates in the real estate, legal, and other professional industries on Instagram





In the real estate, legal, and other professional industries on Instagram, the highest engagement rate of 6.1% is achieved with a weekly posting frequency of 9 posts.





Weekly frequency and engagement rates in the real estate, legal, and other professional industries on LinkedIn





In the real estate, legal, and other professional industries on LinkedIn, the highest engagement rate of 2.9% is achieved with a weekly posting frequency of 16 posts.





Weekly frequency and engagement rates in the real estate, legal, and other professional industries on TikTok





In the real estate, legal, and other professional industries on TikTok, the highest engagement rate of 4.3% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates in real estate on X (Twitter)





In the real estate industry on X (Twitter), the highest engagement rate of 5.2% is achieved with a weekly posting frequency of 1 post.





Social media benchmarks in retail





What should the retail industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the retail industry, albums perform best on Facebook at 3.5%





Best content type to post on Instagram





In the retail industry, carousels perform best on Instagram at 4.6%.





Best content type to post on LinkedIn





In the retail industry, videos perform best on LinkedIn at 3.3%.





Follower growth rate in retail





X (Twitter) has the highest weekly follower growth rate at 1.64%, showing it’s a great place to grow your network in retail.



Here is how other retail profiles are doing in Q3 2024:




* LinkedIn: 1.32%


* Instagram: 1.11%


* X (Twitter): 1.64%


* Facebook: 0.52%









How often should you post on social media in the retail industry?





Our research found that the retail industry posts on Facebook more often than on other social platforms — an average of 13 times a week.





Weekly frequency and engagement rates in retail





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in retail on Facebook





In the retail industry on Facebook, the highest engagement rate of 2.7% is achieved with a weekly posting frequency of 11 posts.





Weekly frequency and engagement rates in retail on Instagram





In the retail industry on Instagram, the highest engagement rate of 5.1% is achieved with a weekly posting frequency of 8 posts.





Weekly frequency and engagement rates in retail on LinkedIn





In the retail industry on LinkedIn, the highest engagement rate of 3.6% is achieved with a weekly posting frequency of 6 posts.





Weekly frequency and engagement rates in retail on X (Twitter)





In the retail industry on X (Twitter), the highest engagement rate of 4.6% is achieved with a weekly posting frequency of 5 posts.





Social media benchmarks in construction, mining, and manufacturing





What should the construction, mining, and manufacturing industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the construction, mining, and manufacturing industry, albums perform best on Facebook at 4.1%





Best content type to post on Instagram





In the construction, mining, and manufacturing industry, carousels perform best on Instagram at 7.2%.





Best content type to post on LinkedIn





In the construction, mining, and manufacturing industry, photos perform best on LinkedIn at 2.8%.





Follower growth rate in construction, mining, and manufacturing





LinkedIn has the highest weekly follower growth rate at 0.51%, showing it’s a great place to grow your network in construction, mining, and manufacturing.



Here is how other construction, mining, and manufacturing profiles are doing in Q3 2024:




* LinkedIn: 0.51%


* Instagram: 0.48%


* X (Twitter): 0.07%


* Facebook: 0.14%









How often should you post on social media in the construction, mining, and manufacturing industry?





Our research found that the construction, mining, and manufacturing industry posts on Facebook more often than on other social platforms — an average of 11 times a week.





Weekly frequency and engagement rates in construction, mining, and manufacturing





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in construction, mining, and manufacturing on Facebook





In the construction, mining, and manufacturing industries on Facebook, the highest engagement rate of 5.1% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in construction, mining, and manufacturing on Instagram





In the construction, mining, and manufacturing industries on Instagram, the highest engagement rate of 6.0% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in construction, mining, and manufacturing on LinkedIn





In the construction, mining, and manufacturing industries on LinkedIn, the highest engagement rate of 3.1% is achieved with a weekly posting frequency of 9 posts.





Weekly frequency and engagement rates in construction, mining, and manufacturing on X (Twitter)





In the construction, mining, and manufacturing industries on X (Twitter), the highest engagement rate of 5.5% is achieved with a weekly posting frequency of 2 posts.





Social media benchmarks in marketing agencies





What should the marketing agencies industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the marketing agencies industry, albums perform best on Facebook at 4.6%





Best content type to post on Instagram





In the marketing agencies industry, carousels perform best on Instagram at 6.8%.





Best content type to post on LinkedIn





In the marketing agencies industry, photos perform best on LinkedIn at 3.6%.





Best content type to post on X (Twitter)





In the marketing agencies industry, quotes perform best on LinkedIn at 6.7%.





How often should you post on social media in the marketing agencies industry?





Our research found that the marketing agencies post on Facebook and Instagram more often than on other social platforms — an average of 25 and 23 times a week.





Weekly frequency and engagement rates in marketing agencies





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in marketing agencies on Facebook





In the marketing agencies industry on Facebook, the highest engagement rate of 4.7% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in marketing agencies on Instagram





In the marketing agencies industry on Instagram, the highest engagement rate of 8.5% is achieved with a weekly posting frequency of 13 posts.





Weekly frequency and engagement rates in marketing agencies on LinkedIn





In the marketing agencies industry on LinkedIn, the highest engagement rate of 4.6% is achieved with a weekly posting frequency of 14-16 posts.





Weekly frequency and engagement rates in marketing agencies on X (Twitter)





In the marketing agencies industry on X (Twitter), the highest engagement rate of 7.1% is achieved with a weekly posting frequency of 2 posts.





Social media benchmarks in nonprofits





What should the nonprofit industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the nonprofit industry, albums perform best on Facebook at 7.1%





Best content type to post on Instagram





In the nonprofit industry, carousels perform best on Instagram at 6.5%.





Best content type to post on LinkedIn





In the nonprofit industry, photos perform best on LinkedIn at 2.1%.





Follower growth rate in nonprofit





LinkedIn has the highest weekly follower growth rate at 1.58%, showing it’s a great place to grow your network in nonprofit.



Here is how other nonprofit profiles are doing in Q3 2024:




* LinkedIn: 0.46%


* Instagram: 0.46%


* X (Twitter): 0.07%


* Facebook: 0.11%









How often should you post on social media in the nonprofit industry?





Our research found that the nonprofit industry posts on X (Twitter) more often than on other social platforms — an average of 9 times a week.





Weekly frequency and engagement rates in nonprofit





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in nonprofits on Facebook





In the nonprofit industry on Facebook, the highest engagement rate of 3.8% is achieved with a weekly posting frequency of 7 posts.





Weekly frequency and engagement rates in nonprofits on Instagram





In the nonprofit industry on Instagram, the highest engagement rate of 6.6% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates in nonprofits on LinkedIn





In the nonprofit industry on LinkedIn, the highest engagement rate of 3.0% is achieved with a weekly posting frequency of 9 posts.





Weekly frequency and engagement rates in nonprofits on X (Twitter)





In the nonprofit industry on X (Twitter), the highest engagement rate of 4.4% is achieved with a weekly posting frequency of 11 posts.





Social media benchmarks in technology





What should the technology industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the technology industry, status updates perform best on Facebook at 10.0%





Best content type to post on Instagram





In the technology industry, carousels perform best on Instagram at 7.4%.





Best content type to post on LinkedIn





In the technology industry, photos perform best on LinkedIn at 2.4%.





Follower growth rate in technology





LinkedIn has the highest weekly follower growth rate at 0.83%, showing it’s a great place to grow your network in technology.



Here is how other technology profiles are doing in Q3 2024:




* LinkedIn: 0.83%


* Instagram: 0.47%


* X (Twitter): 0.60%


* Facebook: 0.39%









How often should you post on social media in the technology industry?





Our research found that the technology industry posts on Facebook more often than on other social platforms — an average of 15 times a week.





Weekly frequency and engagement rates in technology





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in technology on Facebook





In the technology industry on Facebook, the highest engagement rate of 3.3% is achieved with a weekly posting frequency of 1 post.





Weekly frequency and engagement rates in technology on Instagram





In the technology industry on Instagram, the highest engagement rate of 8.5% is achieved with a weekly posting frequency of 8 posts.





Weekly frequency and engagement rates in technology on LinkedIn





In the technology industry on LinkedIn, the highest engagement rate of 2.5% is achieved with a weekly posting frequency of 2-6 posts.





Weekly frequency and engagement rates in technology on X (Twitter)





In the technology industry on X (Twitter), the highest engagement rate of 4.4% is achieved with a weekly posting frequency of 1 post.





Social media benchmarks in utilities and energy





What should the utilities and energy industry post on social media?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





In the utilities and energy industry, albums perform best on Facebook at 6.5%





Best content type to post on Instagram





In the utilities and energy industry, carousels perform best on Instagram at 8.6%.





Best content type to post on LinkedIn





In the utilities and energy industry, videos and photos perform equally well on LinkedIn at 2.4%.





How often should you post on social media in the utilities and energy industry?





Our research found that the utilities and energy industry posts on Facebook and Instagram more often than on other social platforms — an average of 5 times a week on both platforms.





Weekly frequency and engagement rates in utilities and energy





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates in utilities and energy on Facebook





In the utilities and energy industry on Facebook, the highest engagement rate of 4.2% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates in utilities and energy on LinkedIn





In the utilities and energy industry on LinkedIn, the highest engagement rate of 2.7% is achieved with a weekly posting frequency of 1 post.





Social media benchmarks overall





What should you post on social media overall?





Below, you’ll find recommendations for the best content type to post on Facebook, Instagram, LinkedIn, and X (formerly Twitter) for maximum engagement.



Best content type to post on Facebook





Overall, albums perform best on Facebook at 5.2%





Best content type to post on Instagram





Overall, carousels perform best on Instagram at 5.7%.





Best content type to post on LinkedIn





Overall, photos perform best on LinkedIn at 2.5%.





Best content type to post on X (Twitter)





Overall, photos perform best on X (Twitter) at 3.7%.





Follower growth rate overall





TikTok has the highest weekly follower growth rate at 4.96%, showing it’s a great place to grow your network overall.



Here is how other profiles are doing in Q3 2024:




* LinkedIn: 0.73%


* Instagram: 0.62%


* X (Twitter): 0.45%


* Facebook: 0.39%


* TikTok: 4.96%









How often should you post on social media overall?





Our research found that overall, industries post on Facebook and X more often than on other social platforms — an average of 18 times a week. I





Weekly frequency and engagement rates overall





Wondering if your weekly frequency and engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024.



Weekly frequency and engagement rates overall on Facebook





Overall on Facebook, the highest engagement rate of 3.5% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates overall on Instagram





Overall on Instagram, the highest engagement rate of 5.6% is achieved with a weekly posting frequency of 2 posts.





Weekly frequency and engagement rates overall on LinkedIn





Overall on LinkedIn, the highest engagement rate of 2.6% is achieved with a weekly posting frequency of 1-2 posts.





Weekly frequency and engagement rates overall on TikTok





Overall on TikTok, the highest engagement rate of 3.8% is achieved with a weekly posting frequency of 5 posts.





Weekly frequency and engagement rates overall on X (Twitter)





Overall on X (Twitter), the highest engagement rate of 4.3% is achieved with a weekly posting frequency of 1 post.





To manually compare your results with these benchmarks, look up your own metrics using social media analytics and paste your findings and the relevant industry benchmarks into a spreadsheet. Or add a benchmarking column to your social media report.



For access to benchmarks for more industries, more platforms (X, LinkedIn, and TikTok), and to compare your accounts automatically to the latest benchmarks, start a free Hootsuite trial.



From there, the data can be downloaded, exported, or added to your custom social media report with just a few clicks. You also get access to graphs of your comparative performance over time, so you can spot any blips.










Bonus: Get a free, customizable competitive analysis template to easily size up the competition and identify opportunities for your brand to pull ahead.







4 ways to use social media benchmarks to grow your social presence





1. Understand how you’re doing





Tracking your metrics in isolation is only useful to a certain point. You can see how your social presence is growing and identify peaks and valleys in your own performance.



But without the bigger picture of your industry, it’s hard to know what any of that really means. Maybe your growth feels slow but it’s exceeding the pace of your competitors. Or maybe your engagement rate feels good enough, but a competitive analysis would show you could be aiming much higher.



This context is particularly important when sharing results beyond your immediate team. Meeting or exceeding industry benchmarks shows real value in the work you and your team do. If you’re struggling to meet benchmarks and can identify why, you can use this information to underpin a request for additional resources.



Benchmarks are also a helpful resource to have in your back pocket when you get the inevitable request from a client or other stakeholder to just “make a viral video.”



2. Set realistic goals





We talk a lot on this blog about the importance of SMART goals. Benchmarking is a requirement for understanding the A and R parts of SMART: attainability and relevance.



Knowing what others in your industry are currently achieving makes it much easier to set business goals that make you stretch just far enough to achieve great things.



3. Replicate winning strategies from leaders in your industry





As we’ve just said, you can gain a lot of insight by comparing your own results to industry benchmarks. But you can take those insights even further by identifying leaders in your industry that are achieving results that outpace the benchmarks.



One way to spot these industry leaders is to set up social listening streams using industry keywords. As you start to recognize important voices in your niche, take a look at their accounts to get a sense of their social media strategy.









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Their posting frequency is easy to identify through a simple tally. You can also get a sense of their engagement rate by comparing the likes (if visible) and comments with their total number of followers.



When you spot an account with particularly high engagement rates, try to do some reverse engineering to understand what might be working for them, and think about ways you can incorporate those lessons into your own strategy.



4. Spot opportunities early





You might have noticed that the benchmark audience growth rate was slightly negative for several of the industries above, particularly for Instagram. If you’re specifically focused on growing an audience quickly and you’re in one of these industries, this may be a sign you should focus your efforts on other platforms.



As always, this is just a jumping-off point for your own testing. You might find, for example, that those people who have unfollowed the Instagram accounts of retail industry leaders are looking for new small businesses to follow. Incorporate benchmarks into your brainstorming, but don’t let them become your only source of strategic inspiration.



Social media benchmarks FAQs





Still have questions? We have answers.



How are social media benchmarks measured?





Social media benchmarks measure the average performance within your industry. This involves tracking a large number of relevant social accounts to understand what’s normal within your field.



Once you understand the industry average performance, you can compare your own social results to calculate whether you are overperforming, underperforming, or right on track.



For benchmarking, in Hootsuite Analytics we collect and anonymously compile data from social accounts connected to Hootsuite, grouped by industry and social network. Each benchmark is based on at least 100 social accounts, and no data can be traced back to any individual account.



What is a good reach rate on social media?





As you can see from the sample industry benchmarks above, the reach rate that’s considered “good” varies widely by industry and by social platform.



For instance, the profile impressions in our benchmarks above range from a high of 1.8 million for entertainment and media Facebook pages to a low of 21,000 for real estate Instagram profiles.



This is why it’s so important to benchmark your metrics against relevant businesses, rather than using average reach and engagement numbers on the whole.



What are the four types of benchmarks?





The four main types of benchmarks are:




* Internal: Comparing metrics or social media success between different departments within your organization.


* External: Comparing your metrics with those of other organizations in your industry.


* Performance: Analyzing your own metrics and KPIs to set goals and see trends in your results over time.


* Practice: Analyzing how your processes stack up against industry best practices to look for ways to improve your work processes.







In this post, we’re focused on external and performance benchmarks, as these are the types of data revealed through social media benchmarking.



Internal and practice benchmarks are focused inward and require qualitative (that is, not numerical or quantitative) data.



Use Hootsuite to get industry benchmarks, schedule posts, track results, and do all your social media reporting from a single dashboard. Try it free today.



Get started





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How often should a business post on social media? [2024 data]

How often should a business post on social media? [2024 data]

September 24, 2024    Comment   

It’s the question that launched a thousand sleepless nights: “How often should a business post on social media?”



Of course, like anything worth knowing, there’s no simple answer to this question. Social media platforms are constantly updating their algorithms, adding new features, and changing the rules of engagement. What worked last year may not work this year, and what works today might become obsolete tomorrow.



We dug into the research and grilled our social media team, and some outside experts, for insights to discover the ideal number of times a day (or week) to post for each platform.



How often to post on social media in 2024





Wondering how often to post to social media for business in 2024? While every channel has its own specifications, having an always-on presence is generally your ticket to online success.





Here’s a quick summary of what we found:




* Instagram: Post between 3 and 5 times per week.


* Instagram Stories: Post 2 times per day.


* Facebook: Post between 1 to 2 times per day.


* X (Twitter): Post between 2 and 3 times per day.


* LinkedIn: Post between 1 to 2 times per day.


* Threads: Post between 2 to 3 times per day.


* TikTok: Post between 3 and 5 times per week.


* Pinterest: Post at least 1 time per week.


* Google My Business: Post at least 1 time per week.







These findings come from a theoretical approach: We researched best practices, listened to what social platform executives had to say, and chatted with our network of social media managers.



But we also measured how often real businesses actually post on social media.





In Q3 of 2024, here’s how often businesses are posting on social media:




* X (formerly Twitter): 18 times per week


* Facebook: 18 times per week


* Instagram: 12 times per week


* LinkedIn: 8 times per week


* TikTok: 6 times per week







How often to post on Instagram





Post 3-5 times per week on Instagram.



Our experts recommend creating at minimum, three posts per week on Instagram. Ideally, these are mixed media posts (carousels, reels, static posts, etc.) Using different social media content types is especially important if you post more than three times per week.



Instagram Stories can be used more frequently, though Instagram’s own Adam Mosseri recommends 2 Stories per day.



Posting frequently on Instagram increases your chances of showing up in the Explore feed, being featured on another account, or appearing in the top search results for keywords you commonly use. Posting regularly is also a great way to test out what resonates with your audience.



Posting too often will not lose you followers, adds Mosseri. In fact, the more you post, the more chances you have to be discovered. While you don’t need to stress yourself unnecessarily, don’t be afraid to post more often — if you have the capacity.



Hootsuite Social Media Manager Trish Riswick says that smaller social media teams shouldn’t be put off by this relatively high posting demand. Quality should always come before quantity, she says, adding, “If your social team does not have the ability to post once a day on each network, aim for every other day. Three quality posts are worth more than five low-quality posts.”



If you think that an algorithmically controlled timeline means post-timing doesn’t matter, think again. Our experiments have proven that post timing does have an impact on Instagram engagement…



… and so does posting frequency:





Our data confirms Trish’s words: two good posts a week will get you more overall engagement than 20 pieces of mediocre content — and 6 to 7 great posts per week is the sweet spot.



How often to post on TikTok





Post 3-5 times per week. Or, as much as you can.



While TikTok actually recommends posting 1-4 times per day, they also say there is no limit to the amount of organic content small businesses can create.



Obviously, that level of constant posting may not be realistic for everyone. If you’re just getting started, 3-5 times per week is a great place to start. According to social media manager Brayden Cohen, “TikTok is the place to test content and see what sticks or flops.”


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The TikTok algorithm is tricky, but the more you post on a regular basis, the more likely you are to get in front of a larger audience and see what works well. Aim to post 3-5 times per week so that you’re consistently staying in front of your followers. With each post, track the video views, engagement, and amount of time a viewer spends watching your video to get a better idea of how effective it is.





How often to post on Facebook





Post 1-2 times per day on Facebook.



Organic reach is down everywhere, but Facebook seems to be the hardest hit. Currently, the average Facebook page post engagement rate sits at less than 1%. These numbers aren’t expected to perk up anytime soon.



Our experts recommend posting 1-2 times per day on Facebook. This should help you stay present in the minds of your audience, but not go so far as to overwhelm their feeds.





But again, remember that quality matters more than quantity. Research shows that two great posts a week can generate solid engagement on your account.



How often to post on X (Twitter)





Post 2-3 times per day on X (Twitter).



Things move fast on Twitter. This news-centric platform means Tweets have a short lifespan. So, you’ll need to post a little more often than you do on other channels.



There are plenty of power users out there. Some accounts are posting 50 or 100 times a day. If you’ve got the time, we’re certainly not going to stop you. But, to keep your brand’s presence active and engaged on Twitter, you really don’t need to drop everything and commit to a full-time gig Tweeting.



In fact, for the general @Hootsuite channel (where the audience is followers, customers, and prospects), the Hootsuite team posts 2-3 times per day.




Life as a SMM: pic.twitter.com/WnMRGnRuWN



— Hootsuite (@hootsuite) April 11, 2024








Remember that, however frequently you’re posting, the best practice is to follow the rule of thirds:




* ⅓ of Tweets promote your business


* ⅓ share personal stories


* ⅓ are informative insights from experts or influencers







Keep in mind, engaging with your audience or other community partners is a big play with posting frequency too!



How often to post on LinkedIn





Post 1-2 times per day on LinkedIn.



LinkedIn itself says companies that post weekly see a 2x life in content engagement. They also recommend posting at least once a day, even on weekends. Oh, and they say scheduling your posts with [amazing] partners like Hootsuite is the way to go. Hey, that’s not a promo, it’s literally in their documentation. You can’t argue the facts!



Keep in mind, LinkedIn content can live in user feeds for a long, long time. This is because when someone engages with your post, it will begin to show up in their connections’ news feeds. Additionally, users can filter the feed by “top” and “recent” content, which could increase the longevity of your posts if they go viral.



Quality over quantity matters here, so it’s important to craft interesting, engaging content that is timely and relevant. Right now, LinkedIn feed filters are changing and you’ll soon be able to filter your feed for topics like “video-specific content.”



Trish Rishwick also recommends varying your content types when posting on LinkedIn. “I would avoid posting two PDFs [in one day]. Instead I might do 1 PDF and 1 poll.” This will help you see better results from multiple daily posts.



Hootsuite’s LinkedIn account tends to fall on the more-frequent end of the posting spectrum. We generally post 2-3 times per day, and sometimes up to 5 times per day, depending on campaigns and events.




And that’s okay! Don’t worry about overwhelming your LinkedIn audience — they’re some of the most engaged social media users around. As long as your content is relevant, you can post away (up to 18 times per week, according to our data!).





Don’t forget: Hootsuite Analytics can help ensure your posting strategy is aligned with your engagement goals.




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How often to post on Threads





Post 2-3 times per day on Threads.



Like it’s closely related (but never imitated, right?) platform X, Threads thrives on fast-moving, short-form content. Immediacy is the name of the game here, so don’t be afraid to post frequently, at least 2-3 times a day.



Paige Schmidt of the Hootsuite social team says, “A good rule of thumb [on Threads] is to post 2 to 3 times per day. While you definitely can post more than that, I wouldn’t recommend less!”



When thinking about what to post, Paige says to keep in mind the conversational and inclusive nature of the Threads platform. “Act like your followers are your best friends and care what they’re talking about or what they reply to your posts with,” she says. Community engagement can be just as important as posting new content, as it signals to your customers that you’re available and listening.



Pro Tip: New to community engagement? See where you stand with this free engagement calculator.



New posts should be uplifting and fun, and showcase the unique personality of your brand. “Don’t be scared to humanize your brand,” says Paige. “We often talk about the struggles in our industry but in a fun and creative way.” Here’s an example of what she means.


Cannot embed View on Threads




Still, Paige says it’s important to focus on post quality, rather than simply quantity. “Brain dumps are one thing,” says Paige, “but make sure it’s still relevant and will resonate with your audience. There’s no sense in posting randomly just because you have a post quota you need to make.”



Key Threads statistics to keep in mind when posting:




* Instagram Threads currently has 15.36 million active users


* India is the country with the most Threads users


* Influencer engagement on Reels is slightly lower than on TikTok







How often to post on Pinterest





Post at least 1 time per week on Pinterest.



According to Pinterest, “Quality and relevance matter more than frequency on Pinterest. So while you can determine the best schedule for you, posting on a weekly basis is a good rule of thumb.”



Unlike platforms like Instagram and TikTok, virality isn’t the goal on Pinterest.



Content on Pinterest has a long shelf life. One post can be viewed and shared for weeks or even months after it’s been posted. That’s why creating content with high engagement and relevance is more important than going viral.







To optimize your posts, make sure to follow the creative best practices such as:




* Use visuals that stand out


* Target keywords in your captions


* Use hashtags where appropriate


* Create content tailored to your audience’s needs







Depending on your goals, you may want to post multiple times each week. How frequently you post will depend on the type of content you’re sharing and the size of your audience. Your Pin stats is a great place to review Pin performance and see how your audience is interacting with certain content types.



Hootsuite Advanced Analytics can also help draw lines between how Pinterest content is affecting web traffic, or how an uptick in followers translates to views on other platforms.



Key Pinterest statistics to keep in mind when posting:




* 80% of Pinners have discovered a new brand or product on Pinterest


* Brands that upload catalogs and tag products on Pinterest see 30% more checkouts


* Women are more likely to use Pinterest than men







Check out the latest Pinterest statistics for business and Pinterest demographics to inform your Pinning strategy.



How often to post on Google My Business





Post at least 1 time per week on Google My Business.



Google My Business posts might not be the first thing that comes to mind when you think about social media for business. But, this platform can be surprisingly effective at helping your local SEO and boosting customer engagement.



Google My Business posts used to expire after 7 days. But, in 2021, Google changed this feature and you’ll now see the last 10 published posts. Google does note that posts are archived after 6 months unless otherwise specified.



Posts on Google My Business need to be incredibly timely. Generally, your audience is looking for something they can do, see, or eat, right now. So, posts should focus on current offers or events.





The ideal posting frequency for Google My Business depends on the type of post, but generally, it’s recommended to post at least once per week. You can also break up your posts into different times of day and days of the week based on when your target audience is online.



Current offers, images of your business location or space, and new product announcements tend to do well on this platform.



Key Google My Business statistics to keep in mind when posting:




* Businesses with completed Google My Business profiles are seen as 2.7x more reputable.


* Customers are 70% more likely to visit, and 50% more likely to consider a purchase if your business has a completed Google My Business profile.


* Businesses with a mix of positive and negative reviews are seen as the most trustworthy.







Learn how to get more customers with Google My Business and how to write great Google My Business posts today.



Social media posting frequency: Q3 2024 data for 12 industries





Construction, mining, and manufacturing






* Facebook: 11 posts per week


* Instagram: 10 posts per week


* LinkedIn: 7 posts per week


* X (Twitter): 6 posts per week


* TikTok: 4 posts per week









Consumer goods and retail






* Facebook: 13 posts per week


* Instagram: 11 posts per week


* X (Twitter): 10 posts per week


* LinkedIn: 8 posts per week


* TikTok: 4 posts per week









Dining, hospitality, and tourism






* Facebook: 13 posts per week


* Instagram: 11 posts per week


* X (Twitter): 5 posts per week


* LinkedIn: 3 posts per week


* TikTok: 3 posts per week









Education






* X (Twitter): 9 posts per week


* Facebook: 9 posts per week


* Instagram: 8 posts per week


* LinkedIn: 6 posts per week









Financial services






* Facebook: 7 posts per week


* Instagram: 6 posts per week


* LinkedIn: 6 posts per week


* X (Twitter): 5 posts per week


* TikTok: 3 posts per week









Government






* X (Twitter): 11 posts per week


* Facebook: 10 posts per week


* Instagram: 8 posts per week


* LinkedIn: 5 posts per week









Healthcare, pharma, and biotech






* Facebook: 20 posts per week


* Instagram: 12 posts per week


* X (Twitter): 9 posts per week


* LinkedIn: 7 posts per week


* TikTok: 2 posts per week









Marketing agencies






* Facebook: 25 posts per week


* Instagram: 23 posts per week


* X (Twitter): 14 posts per week


* LinkedIn: 11 posts per week


* TikTok: 6 posts per week









Nonprofit






* X (Twitter): 9 posts per week


* Facebook: 8 posts per week


* LinkedIn: 6 posts per week


* Instagram: 5 posts per week


* TikTok: 4 posts per week









Real estate, legal, and professional services






* X (Twitter): 11 posts per week


* Facebook: 10 posts per week


* Instagram: 8 posts per week


* LinkedIn: 7 posts per week


* TikTok: 4 posts per week









Technology






* Facebook: 15 posts per week


* Instagram: 12 posts per week


* X (Twitter): 11 posts per week


* LinkedIn: 9 posts per week


* TikTok: 8 posts per week









Utilities and energy






* Facebook: 5 posts per week


* Instagram: 5 posts per week


* X (Twitter): 4 posts per week


* LinkedIn: 4 posts per week









How to know the best posting frequency for social media





Knowing how often should a business post on social media requires some trial and error. What’s good for some brands may not work for others.



Enterprise teams will be able to post more frequently than individual entrepreneurs. As well, individual traits like audience size, community loyalty, geographic location, and content type can dramatically impact the performance of your posts.



Brayden Cohen says, “To see what is best for you, try testing different posts at different times and different quantities to see what drives the best performance for your content and channel. Continue to test, learn, and pivot.”



Always remember: the quality of content matters more than frequency. While posting more content may help to some extent, the more relevant and useful your content is to the audience, the better your social channels will perform.



And, don’t forget to track how your content performs week over week. Trish Rishwick says that brands posting twice in one day should check how their first and second posts perform differently. If one is better than the other, this might be a sign to only post once a day on that network, Or, to focus on a specific content type over another.



How to schedule social media posts





Ready to streamline your social media game across all platforms? Hootsuite’s scheduling feature is here to make your life easier, whether you’re posting on Instagram, Facebook, Twitter, LinkedIn, TikTok, YouTube, or Pinterest.



Here’s how to schedule social media posts with Hootsuite.



1. Connect your social media accounts to Hootsuite





Before diving into scheduling, ensure your social media accounts are connected to Hootsuite.



Head to your Hootsuite dashboard and navigate to your profile icon in the bottom left corner. From there, select Manage accounts and teams and connect your desired platforms, including Instagram, Facebook, Twitter, and more.





2. Create your posts





Once your accounts are connected, it’s time to draft your post.



To begin, click on the pen icon on the left side of your Hootsuite dashboard, where it says Composer. Then, choose Post from the dropdown menu (or Pin if you’re publishing to Pinterest).





Now, choose the social media account you’d like to publish to. You can also select multiple accounts and optimize your posts for each platform later on.





Here, you can add your copy, images, links, files, and more. If you’re stumped on what to write, use Owly Writer AI to generate brand-ready content in just a few clicks.





Once your post is drafted, include any relevant stakeholders who might need to approve or edit the post before it goes live. You can add them in just below the Content section.





You can also include boosts and promotions on your post, using Hootsuite Boost, in the event you want to put a little money behind it to increase reach.





If you’re scheduling for multiple accounts, be sure to optimize your post by toggling between the accounts in Composer.





3. Choose the best time to post





From here, you’ll want to choose a time to publish your post. This should be a time when your audience is most likely to be online, and when you’ve seen the most engagement in the past.



Hootsuite’s Best Time to Post feature can be found in the Composer. Just click Schedule for later, and you’ll see recommended times suggested to you on-screen.





Or, choose Analytics from the sidebar navigation and then Best time to publish underneath Organic reporting. Here, you’ll see heat maps that show when your unique audience is most online. These are available for all of your connected channels.




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You can also check out this blog on the best times to post on every channel for more insights.



4. Schedule your post





Once your post is drafted and you know when you want it to go live, you can schedule your post directly in Hootsuite.



Choose Schedule to send your post live immediately. Or, choose Schedule for later to post it sometime in the future.



Now your post is in the queue!



5. View your content calendar





If you want to review your scheduled posts, make adjustments, or see your content at a glance, head over to the Hootsuite Planner.



Here, you’ll see all of your scheduled posts in a social media calendar view. To edit your posts, simply click on them and make any adjustments in Composer.





Use Hootsuite to schedule and publish all of your social media posts at the best times, engage with your followers, and track the success of your efforts. Sign up for a free trial today.

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The best time to post on LinkedIn: 2024 data for 8 industries

The best time to post on LinkedIn: 2024 data for 8 industries

September 24, 2024    Comment   

Wondering what the best time to post on LinkedIn is in 2024?



Social media posting times vary from brand to brand, audience to audience, but there is one thing we know for sure: if you want your posts to be seen and engaged with, you need to post them when your audience is most active.



If you don’t time your posts correctly, you’ll end up speaking to an empty room — and an empty room can’t talk back, or follow your brand, or buy your products.



Keep reading to learn more about the overall best times to post on LinkedIn, and how you can discover the right time for your brand. We’ve also included recent stats for eight major industries (because who doesn’t love a heatmap).








Bonus: Download our free, customizable social media calendar template to easily plan and schedule all your content in advance.






Why does timing matter when posting on LinkedIn?





Timing matters when posting on LinkedIn because in order for your audience to engage with your content, they have to see it.



If you post at a time when they are unlikely to be online, LinkedIn’s algorithm, which uses member activity as a ranking factor, may not prioritize your post in users’ feeds. This means your LinkedIn content could get buried before your audience even has a chance to interact with it.



As well, in early 2024, LinkedIn introduced “suggested posts,” a new feature that keeps important posts visible in feeds long after they’re posted. This marks a significant shift from the traditional newsfeed approach, and is part of LinkedIn’s effort to match content with users’ interests, rather than just showing the latest updates.



What does this mean for you? Well, if promoted to a suggested post, your posts could have a longer lifespan and more chances to get in front of user’s eyeballs — even weeks or months after posting. “It’s the latest step in our ongoing efforts to emphasize knowledge and advice over mere virality,” Tim Jurka, LinkedIn’s Senior Director of Engineering, told Entrepreneur magazine.



So, what does this mean for the best time to post to LinkedIn? Well, choosing the right posting time still matters. And here’s why:




* Visibility: Posting when your audience is active increases the chances of your content being seen in their feeds, and being engaged with.


* Engagement: Higher engagement shortly after posting can signal to LinkedIn’s algorithm that your content is valuable, potentially leading to broader visibility as a suggested post.


* Algorithm favourability: Timely posts that garner quick engagement are more likely to be promoted by LinkedIn’s algorithm, increasing their reach.







The best time to post on LinkedIn in 2024





So, when is the best time to post on LinkedIn?



According to our research, the best overall time to post on LinkedIn is between 8:00 AM and 9:00 AM on Tuesdays and Wednesdays.





Weekends are typically the worst days of the week to post on LinkedIn. The lower engagement may be because people view LinkedIn as a work-related social media platform and something to avoid on days off.



Planning on posting more than once or twice a week? Below is a breakdown of the best times to post on LinkedIn throughout the week, based on what the Hootsuite social team found:



When to post on LinkedIn:




* Monday: 11:00 AM PST


* Tuesday: 6:00-8:00 AM PST


* Wednesday: 9:00 AM PST


* Thursday: 2:00 PM PST


* Friday: 8:00 PM PST


* Saturday: 4:00-5:00 AM PST


* Sunday: 6:00 AM PST







Disclaimer: The above times are recorded in US Pacific Time, and our audience is spread across North America. You may need to adjust these times based on the geographic location of your target audience.



The best time to post on LinkedIn by day of the week





Want to break down the best day and time to post on LinkedIn even further? Here’s what engagement looks like on the platform every day of the week.



The best time to post on LinkedIn on Monday





The best time to post on LinkedIn on Monday is 11:00 AM. It seems like people are likely to start Monday off strong with work tasks and then move on to online networking between mid-morning and lunchtime.



The best time to post on LinkedIn on Tuesday





The best time to post on LinkedIn on Tuesday is between 6:00-8:00 AM. Tuesdays are also one of the best days to post on LinkedIn throughout the week.



The best time to post on LinkedIn on Wednesday





The best time to post on LinkedIn on Wednesday is 9:00 AM. Wednesday is also one of the best days to post on LinkedIn throughout the week.



The best time to post on LinkedIn on Thursday





The best time to post on LinkedIn on Thursday is 2:00 PM. Unlike the other days of the week, Thursday sees the highest engagement in the early afternoon.



Best time to post on LinkedIn on a Friday





The best time to post on LinkedIn on Friday is 8:00 PM. This one is a little surprising, because who’s spending the end of their week on LinkedIn? Everyone, it looks like.



Best time to post on LinkedIn on a Saturday





The best time to post on LinkedIn on Saturday is between 4:00-5:00 AM. Posting early helps brands capture the attention of LinkedIn users who check the app before heading into their weekend plans.



Best time to post on LinkedIn on Sunday





The best time to post on LinkedIn on Sunday is 6:00 AM. While weekends don’t get as much engagement as business hours, early mornings are your best bet on both Saturday and Sunday.



Best time to post on LinkedIn by industry: Q3 2024 data





Your industry defines your audience, and different audiences use LinkedIn on different schedules. Below, you’ll find the best times to post on LinkedIn across 8 major industries.



Note: Time of day was localized across 118 countries where sample data came from, i.e. the graphs are accurate across time zones.



Consumer goods and retail





According to our research, LinkedIn engagement is quite consistent from Monday to Friday in the consumer goods and retail industry. That said, the following times tend to generate the highest engagement:




* 9 AM on Tuesdays, Thursdays, and Fridays


* 6 PM – 9 PM from Monday to Friday


* 1 PM – 3 PM on Tuesdays and Wednesdays









Education





The best time to post on LinkedIn in the education sector is 9 AM from Tuesday to Friday.





Financial services





For financial services institutions, the best times to post on LinkedIn are:




* 9 AM on Sundays


* 6 PM – 9 PM on Thursdays


* 5 PM – 7 PM on Tuesdays









Government





According to our research, government agencies and officials generate consistent LinkedIn engagement from Monday to Friday. That said, 9 AM on Wednesday is the sweet spot.





Marketing agencies





The best times for marketing agencies to post on TikTok are:




* 8 AM on Mondays, Wednesdays, and Fridays


* 9 AM on Tuesdays


* 9 PM on Thursdays









Media and entertainment





The best times to post on LinkedIn in the media and entertainment industry are:




* 7 PM on Wednesdays and Fridays


* 11 AM – 1 PM on Wednesdays


* 6 PM on Mondays









Nonprofit





The best time to post on LinkedIn for nonprofit organizations is 8 PM on Mondays.





Technology





The best times to post on LinkedIn in the technology industry are:




* 5 AM to 8 AM on Tuesdays and Fridays


* 7 PM to 9 PM on Tuesdays and Wednesdays









What affects the best time to post on LinkedIn?





Even once you have the best time of day to post on LinkedIn locked in, there are other, outside considerations, that can affect your post’s performance.



Here’s a breakdown.



Your unique audience





Just like every business has its own unique identity and goals, each businesses audience on LinkedIn is distinct. Their online habits, influenced by profession, interests, and time availability, dictate when they are most active. For instance, professionals in technology might engage more during weekdays, whereas creative industries might see more activity during evening hours.



Since no two audiences are exactly alike, you’ll need to do your research on what times are best for you to post.



Remember when we said that Tuesdays and Wednesdays are the best universal times to post on LinkedIn? Well, they do work for many businesses — but here at Hootsuite, we zeroed in on different times that work best for our audience.



Trish Riswick, Hootsuite’s Social Media Team Lead, spilled the tea: “Over the past few months, I’ve noticed that posting to the Hootsuite LinkedIn account on Mondays and Fridays generates the best performance.”




Trish also emphasized that experiments are the key to finding your optimal posting schedule.




“[Last year] I was posting on LinkedIn primarily before 12 pm PST. One time, after forgetting to get something out at noon, I posted an update at 2 pm and… it did great. Since then, I’ve noticed a positive increase in engagements at that time throughout the week. This just goes to show that you need to keep testing different schedules and monitoring what works for you and your content.”





Try Hootsuite for free




To find out when your audience is most engaged, dive into your LinkedIn Analytics tool. Look for patterns in when your posts receive the most likes, comments, and shares. This data will help you pinpoint the times that work best for your specific audience.



Pro tip: Use Hootsuite Analytics to see all of your Linkedin post data, plus competitor benchmarking and best time to post data based on your unique audience.



Your industry





Different industries have different rhythms when it comes to social media engagement. What works for a tech startup may not necessarily resonate with a healthcare provider or a fashion brand. Understanding these nuances requires a keen eye on industry-specific trends and consumer behaviors.



Not sure where to start? A little social competitive analysis never hurt anyone. Lurking at your competitors’ profiles can give you an idea of what they consider the best times to post. If the products or services you offer are similar, your audiences might overlap — and you can learn from your competition’s findings, skipping the trial and error.



Check out the post below to learn what kind of engagement you can expect on LinkedIn.




Pro tip: You might notice that many brands schedule their posts to go live right on the hour mark. To avoid the competition, try posting a few minutes before or after the :00.



The LinkedIn algorithm





LinkedIn’s algorithm prioritizes posts that generate immediate engagement — likes, comments, and shares — shortly after they’re posted. This means that the initial response to your post plays a crucial role in determining its visibility and reach across the platform.



To optimize your posts for LinkedIn’s algorithm, focus on creating content that encourages immediate interaction from your audience. Timely and relevant posts tend to perform better, as they align with current discussions and trends within your industry. By posting when your audience is most active and likely to engage, you can increase the chances of your content being prioritized by LinkedIn’s algorithm and reaching a broader audience.



Pro tip: Not sure what to post? Here’s 12 LinkedIn post ideas you can have for free. Plus, try Hootsuite’s LinkedIn post generator to cut your content sourcing time in half.



Time zone considerations





LinkedIn users span the globe, so posting at times that work across different time zones can widen your reach. For instance, posting early in the morning from a PST time zone (say, 5 AM PST) might catch both West Coast and East Coast audiences when they’re getting up for work.



If you’re an international brand, make sure you are posting in your target audience’s time zone. This should go without saying, because your audience won’t see your post or interact with it when they’re asleep.



Pro tip: Using a social media management tool to schedule your posts in advance will help you get your LinkedIn posts live at the right time, no matter where you are located. In other words, if your best time to post happens to be 6 AM on a Tuesday, you won’t have to set an alarm.




Take Hootsuite for a spin (30 days free!)




Current events and trends





Posting about hot topics or industry events shows you’re in the know and keeps your content relevant. It’s like joining a conversation that everyone’s buzzing about. For example, if there’s a big tech conference or a new industry report out, posting related content can position you as a thought leader and get more eyes on your posts.





Social listening tools that keep track of trends and hashtags can help you stay ahead — like Hootsuite. By knowing what’s trending, you can tweak your content to fit your audience’s interests at the perfect time.




Try Hootsuite Listening for free




Just remember, while planning your LinkedIn posts around hot topics can be effective, make sure your content actually adds value to the conversation. This ensures your posts don’t just ride the wave of popularity but also genuinely contribute to your audience’s professional knowledge and interests.




How to find your unique best time to post on LinkedIn with Hootsuite





Figuring out when to post on LinkedIn for maximum impact is easier with Hootsuite. Use these tools to nail down the best times to share your content and boost your LinkedIn strategy.



Best Time to Publish





Hootsuite’s Best Time to Publish feature takes the guesswork out of scheduling your LinkedIn posts. It looks at how your audience has engaged with your past posts to recommend the times they’re most active.



Here’s how to use it:



Go to your Hootsuite dashboard and click on Analytics.





Select Best Time to Publish from the menu on the left.





Pick your LinkedIn account from the list to see when your audience is most likely to engage.





Now, you’ll get customized heatmaps showing the best days and times to post based on your audience’s habits. Hootsuite pinpoints the specific times when your LinkedIn posts will get the most likes, comments, and shares, tailored to what works best for your audience.











#1 Social Media Tool



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Recommended Times in Composer





When you’re ready to create a post, Recommended Times in Composer helps you decide when to post right from your draft.



Here’s how:



Start drafting your LinkedIn post in Hootsuite Composer. Add your content, images, hashtags, and anything else.





Click on Schedule for later at the bottom right.





Hootsuite suggests the best times to publish, based on when your audience is most active and how your previous posts have performed. Choose one of the recommended times or set a custom time that fits your LinkedIn strategy.





Easily manage your LinkedIn Page alongside your other social channels using Hootsuite. From a single platform you can schedule and share content—including video—engage your network, and boost top-performing posts.

Get Started







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The post The best time to post on LinkedIn: 2024 data for 8 industries appeared first on Social Media Marketing & Management Dashboard.


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