Social Performance Measurement For Agencies
Digital 2021 Global Report – What can we learn?
Sophie Beard posted on 24 February 2021
As a trusted partner Locowise supplied data for the Digital 2021 Global Report, published by Datareportal in partnership with We Are Social and Hootsuite. The insights presented in this report will benefit your digital strategies, we share how below.
In 2020 we all went through, in one way or another, a ‘digital revival’. Covid-19 introduced new challenges and once these had been overcome, it was time to focus on the opportunities. What became increasingly clear was the importance and reliance on technology to keep us connected – whether that was with friends and families, or our favourite brands. Digital tools have moved from being simply useful to an essential part of our lives.
So, maximising the use of digital platforms helped to increase brand awareness during a time when this was limited. But, in what is an even more crowded area, you need to know how people are behaving on the internet to ensure you will receive the most engagement and share the correct type of content.
The report has been produced to help answer these questions, focusing on a wide range of areas from social media, ecommerce, streaming content and video games. As social media analytic experts we shared our data to help readers maximise their account performance using insights from the past 12 months. Below are key pieces of information we shared in the report.
Instagram Business Accounts
| The average account growth and publishing benchmarks | |
| Engagement rate for accounts with fewer than 10,000 followers | 1.29% |
| Engagement rate for accounts with more than 100,000 followers | 0.73% |
| Engagement rate for all posts | 0.85% |
| Video posts receive the lowest engagement rate | 0.55% |
| Carousel posts receive the highest engagement rate | 1.05% |
| Monthly growth in account followers | +1.68% |
| Number of main feed posts per day | 1.56 |
| Photo posts as a percentage of all main feed posts | 64.9% |
| Video posts as a percentage of all main feed posts | 17.8% |
| Carousel posts as a percentage of all main feed posts | 17.3 |
| Publishing benchmarks | |
| Engagement rate for accounts with fewer than 10,000 fans | 0.45% |
| Engagement rate for accounts with more than 100,000 fans | 0.08% |
| Status posts receive the highest engagement rate | 0.19% |
| Link posts receive the lowest engagement rate | 0.05% |
| Number of page pages per day | 2.37 |
| Link posts as a percentage of all main feed posts | 47.2% |
| Status posts as a percentage of all main feed posts | 2.1% |
What action should you take from these insights?
- Don’t put too much focus and attention on growing follower numbers
- Aim for 1-2 posts a day on each platform
- Carousel posts account for a small percentage of posts on Instagram but receive the highest level of engagement
- Link posts account for the highest percentage of posts on Facebook but receive the lowest level of engagement
What will happen next?
The summary of the report is “Digital in 2021: Business as unusual”, the shift in behaviour we saw in 2020 is expected to remain. Therefore, so is our need to maintain consistent audits into our followers engagement on social media, enabling us to adapt quickly to their behaviour. You need to maintain knowledge of:
- What’s resonating with your audience
- Posts types most engaged with
- Competitor activity – either for inspiration or confirmation that you’re on top of the game
- Optimal number of times you should post and the times
Importantly, there is no one size fits all, but by taking into account the insights we have shared above and reading the full report will put you on the right track. You then must remain present, accountable and growing. Read the full report here.
Try Locowise for a week, for free, to see the insights we can provide you.
