The report was based on data from content posted by 213 leading B2C brands on Instagram, Pinterest, LinkedIn, Facebook, and Twitter between January 1, 2015 and October 31, 2015.
The data set included top B2C brands in the apparel, auto, CPG, entertainment, food, hospitality, insurance, restaurant, retail, and telco/cable verticals.
Automakers receive 5.6 interactions (shares, likes, comments, etc.) on each social post per 1,000 followers, on average, the analysis found; insurance brands are receiving 2.4 interactions per 1,000 followers, on average.
Apparel brands have the largest median social media following of the B2C verticals examined, followed by automakers and restaurants.
Across industries, B2C brands have the largest median audience sizes on Facebook.
Although Facebook accounts for a large share of most brands' followers, other social networks often have higher engagement rates.
The number of interactions for each vertical tends to vary significantly by social network. For example, telco/cable brands have the highest engagement ratio (interactions per 1,000 followers) of any vertical on Pinterest but the lowest on Instagram.
The following graph shows the engagement ratio—the average number of interactions per post per 1,000 followers—for each vertical on Facebook, Twitter, Instagram, Pinterest, and LinkedIn.
About the research: The report was based on data from content posted by 213 leading B2C brands on Instagram, Pinterest, LinkedIn, Facebook, and Twitter between January 1, 2015 and October 31, 2015.