Insight of the Day: Influencer Marketing Benchmarks: Which Industries Have the Highest Engagement Rates?

Industries with the Highest Engagement Rates

• Travel: Highest average engagement rate across all platforms (2.4%), especially on TikTok (3.21%).

• Beauty: Strong engagement (1.95% average), also highest on TikTok (2.46%).

• Sports & Fitness:  Above-average engagement (1.6%), best on TikTok (2.51%) and Instagram (2.31%).

• Fashion:  High impression count, solid engagement (1.53% average), led by TikTok (2.26%) and Instagram (1.59%).

TikTok Dominates, with One Exception

• Across most industries, TikTok boasts the highest influencer post engagement rates.

• Exception:  Gaming sees the highest engagement on Instagram (3.15%).

Additional Notes

• Finance had the lowest average engagement (0.89%).

• There seems to be no direct correlation between post volume and engagement rate.

Key Takeaway

Travel, Beauty, Sports & Fitness, and Fashion brands can expect strong results from influencer marketing, especially on TikTok. Understanding the variations in engagement by platform and industry is crucial for strategizing effective campaigns.

Source: https://www.marketingcharts.com/digital/social-media-232889