Authorities social media benchmarks: Q3 2024 analysis
How are you aware in case your social technique is working? Is a median of 15 feedback per submit a win, or is it simply common? And when is the most effective time to publish your content material?
There is no such thing as a common reply — all of it is determined by components like your sector, the platforms you’re utilizing, your viewers demographics, and extra.
That’s the place social media benchmarks are available. These numbers provide a transparent view of what’s regular to your {industry} when it comes to engagement and progress, serving to you perceive how your outcomes evaluate.
Learn on for the latest social media benchmarks and stats particular to the federal government sector that can put your efficiency into perspective.
Psst: When you seize your benchmarks, head to our information to utilizing social media for citizen engagement to learn the way to motion these insights.
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Guide a Demo
Under, you’ll discover suggestions for the most effective instances to submit on Fb, Instagram, and X (previously Twitter) for max engagement.
Be aware: Time of day was localized throughout 118 international locations the place pattern knowledge got here from, i.e. the graphs are correct throughout time zones.
Finest time to submit on Fb
Based on our analysis, 7 am on Thursday is the most effective time for presidency businesses and officers to submit on Fb.
Finest time to submit on Instagram
Early mornings are the most effective time to submit on Instagram in authorities. Posts revealed round 6 am on Sunday, and eight am on Wednesday and Saturday appear to generate the best engagement.
Finest time to submit on X (Twitter)
Thursday morning (7-9 am) Tweets are likely to generate the best engagement for presidency establishments on X.
Each authorities company and official’s ultimate posting schedule is exclusive, and you need to take a look at totally different posting frequencies to seek out out what works finest to your viewers. That mentioned, these industry-specific stats will assist you to discover a data-informed start line.
Our analysis discovered that authorities establishments submit on X and Fb extra typically than on different social platforms — a median of over 10 instances every week. LinkedIn sits on the other facet of the dimensions with solely 5 weekly uploads.
Under, you’ll discover network-specific knowledge that illustrates how posting frequency corresponds to total engagement charges.
On Fb, efficiency is determined by the content material you submit greater than it does on how typically you submit. Establishments that posted eight instances every week have seen related engagement charges to these posting a median of solely as soon as per week.
On X, you don’t want a busy posting schedule to maintain your viewers engaged. 1-2 posts every week are the candy spot for presidency establishments and officers.
Curiously, the other is true for LinkedIn. Authorities profiles posting 10 instances every week see the best common engagement on their content material.
Common engagement charges in authorities
Questioning in case your engagement charges are excessive sufficient? Listed below are the {industry} averages throughout all main social networks as of September 2024:
- Instagram: 4.2%
- Fb: 3.2%
- X (Twitter): 2.4%
- LinkedIn: 2%
Completely different social networks provide totally different content material codecs — however how do you resolve which ought to dominate your content material combine?
Right here’s what our analysis says.
On Fb, album posts generate probably the most engagement — adopted by posts with movies, hyperlinks, and particular person images.
Instagram customers are probably to work together with carousels, adopted by common photograph posts and Reels.
On LinkedIn, posts with images and movies outperform posts with hyperlinks.
Follower progress price within the authorities sector
In case your social media technique revolves round rising your viewers, be sure you’re setting practical targets. Right here is how different authorities profiles are doing in Q3 2024:
- LinkedIn: 0.63%
- Instagram: 0.54%
- X (Twitter): 0.22%
- Fb: 0.11%
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