The modern PR arsenal includes social media, email marketing, influencer engagement, and more digital channels than ever before. Algorithms change, trends emerge. How do we know how we're doing?
This is a guide we put together for internal use that we're now sharing publically with our clients and followers. We find it helpful to curate digital PR benchmarks from multiple sources in one handy resource when we're planning KPIs and reporting campaign outcomes. This will help you stay on top of changes in the digital landscape so that you can continue to succeed with your business goals!
LinkedIn is a great tool for executive thought leadership and personal branding, as well as recruiting. Longer posts can perform better on that platform, particularly posts having a distinct point of view.
The average LinkedIn cost per click in 2022 seems to be in the $4-$6 range, based on Dialogue campaign outcomes and two sources: $5.26 (Source:WebFX) and $5.58 (Source: the B2B House)
LinkedIn Engagement Rate
The average LinkedIn engagement rate for page posts is 4.42% in October of 2022, according to Social Status
LinkedIn Average Video View Rate
LinkedIn defines a video view as 2 or more continuous seconds of playback while the video is at least 50% on screen. View rate is the video views divided by video impressions multiplied by 100.
The average engagement rate for all types of Facebook posts is 0.07% according to Oberlo.
Instagram Engagement Rate
This has varied a lot in 2022, as Stories and Reels drives a different type of engagement than Instagram posts.
Video (Reels) has the lowest engagement rate as traditionally measured by comments and likes, but Instagram wants us to watch more videos, so view rate and Story clicks will be as important as engagement rate going forward.
In North America, the average engagement rate was 5.21% (Source: HubSpot)
Instagram engagement rate in 2021: 0.31% per post. (Source:Trust Insights)
Instagram carousels drive the highest engagement rate at 0.43%. Photos earn a 0.33% engagement rate. Videos drive the lowest engagement rate at 0.16%, although video view time is the most critical factor there. (Source:Trust Insights)
Trending TikTok videos averaged 3 hashtags, 61 characters in their captions and were 15 seconds in length.
Trending TikTok videos had medians of 441,300 views and 42,800 likes.
Not surprisingly, the accounts that generated trending videos were larger and more established with a median of 188,600 fans and 4,245 likes.
Media Pitching Engagement Rate
According to a 2021 Spin Sucks article citing survey data from Propel, you can expect journalists to respond to 3.27% of the pitches they receive. At Dialogue, we typically see a 3-8% response rate in pitching journalists, although this can be higher for journalists who have opted in to receive new product information.