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How do you determine the “right” number of interactions you can expect for your social media posts? Is 100 likes a lot or a little? And when is the best time to post?
The answer is: it depends on your industry, the social networks you use, the demographics of your audience, and many other subtle factors.
But social media benchmarks can help you get closer to a more concrete answer. This industry-specific data tracks the norms or averages for certain metrics, like social media engagement and follower growth. It gives you an understanding of how companies similar to yours are doing—and a better sense of what those 100 likes really mean.
Read on for new benchmarks for 2024 for the healthcare, pharmaceutical and biotech industries This will tell you what your social media results look like right now.
Psst: Once you've captured your benchmarks, check out our guide to using social media for healthcare marketing to find out how you can put those insights into action.
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Below are recommendations for the best times to post on Instagram, Facebook and LinkedIn for maximum engagement.
Note: The time of day has been localized in the 118 countries from which the sample data comes, so the charts are accurate across all time zones.
Best time to post on Facebook
According to our research, Tuesdays 2-5 p.m. and Fridays 2-6 p.m. are the best times for healthcare organizations to post on Facebook.
Best time to post on Instagram
For healthcare organizations, regular business hours (8 a.m. to 5 p.m.) on Tuesday and Thursday are the best times to post on Instagram.
Best time to post on LinkedIn
According to our research, Tuesday and Friday at 8 a.m. are the best times for healthcare organizations to post on LinkedIn. Surprisingly, content posted after 10 p.m. on Thursdays and Fridays also seems to generate above-average engagement.
Every organization's publishing schedule is unique, and you should test different publishing frequencies to find what works best for your audience, but these industry-specific statistics will help you find a data-based starting point.
Our research shows that healthcare, pharmaceutical and biotech companies post more frequently on Facebook than any other social platform – an average of 20 times per week! TikTok is at the other end of the scale with just 2 uploads per week.
Below you'll find network-specific data that illustrates how posting frequency relates to overall engagement rates.
On Facebook, performance depends more on the content you post than how often you post. Organizations that post just twice a week have seen similar engagement rates to those that post up to 17 times a week.
On Instagram, you're most likely to engage your audience if you have a regular and consistent posting schedule. 13 posts per week seems to be the optimal amount!
On LinkedIn, companies that post 9 times per week have the highest average engagement on their posts…
… while on X (formerly Twitter) three posts per week are enough to keep engagement rates high.
Average engagement rates in healthcare
Wondering if your engagement rates are high enough? Here are the industry averages for all major social networks as of September 2024:
- Facebook: 5.9%
- Instagram: 5%
- X (Twitter): 3.4%
- LinkedIn: 2.2%
- TikTok: 2%
Different social networks offer different content formats – but how do you decide which one should dominate your content mix?
This is what our research says:
On Facebook, album posts generate the most engagement – followed by posts with links, photos and videos.
Instagram users are particularly excited about carousel posts, which generate twice as much engagement as Reels in the healthcare space.
On LinkedIn, posts with photos and videos are more successful than posts with links or just text.
Growth rate of healthcare followers
If your social media strategy is about growing your audience, you should set realistic goals. Here's how other healthcare organizations are doing in Q3 2024:
- LinkedIn: 0.55%
- Instagram: 0.56%
- X (Twitter): 0.26%
- Facebook: 0.17%
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Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
