Where does your social engagement come from?

We are a 200+ year old gardening company (the company that brought Red Delicious, Golden Delicious, Gala, etc. apples to market), and while there are gardeners of all ages, lots of them are in the 50+ age category and still tend to favor Facebook over other platforms.  So naturally, we get the most engagement over there.  Facebook is our best social platform for paid ads, so we get LOTS of engagement through those too.

We primarily use Facebook since it attracts a diverse audience/followers across different age groups. Interestingly, the majority of individuals leaving comments are males aged 35 and above.

We focus on B2B and strictly focus on LinkedIn. We used to have a presence on Twitter/X but found that we got very little engagement and shifted our efforts solely to LinkedIn.

For a small graduate-only art and design school we see majority of our engagement on Instagram and LinkedIn. Instagram is somewhat a no-brainer for artists/creatives, but we have other fans that have strong use of LinkedIn in general.

In terms of audience growth and engagements, they are pretty similar but we sometimes see LinkedIn outperforming Instagram.

Instagram primary audience: students, alumni, prospective students

LinkedIn primary audience: alumni, donors/supporters, constituents of our larger umbrella organization

 

As a University, our biggest channel is actually LinkedIn. This is where both current students and alumni converge, and we always have great engagement and following numbers here. 

I would say for us it would be a tie between Instagram and LinkedIn depending the type of content we have to post. We are a research institute so when we post about our professional achievements we get the most engagement on LinkedIn, but if we have fun pictures of our researchers out in the field, then we get a boost on Instagram. We are currently working on our content strategy to include more video content (Reels) to grow our Instagram audience. 

As a non-profit, it feels like Facebook is unmatched for all of our social media. It still feels like the universal platform; everyone we interact with is more likely to have a Facebook. Second place is Instagram. We’re not as successful on the other platforms. 

It can depend on the content of the post, but we consistently get the highest number of Engagements on Facebook. However, LinkedIn always has the highest Engagement Rate (per Impression) for us. 

Our most used platform is Facebook

Instagram! For us specifically, brand-related memes & Reels with trending audio are our engagement bread & butter.