2022年旅游社交媒体行业报告（英）.pdf

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1、TravelSocial Media Industry ReportDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Discover analytics metrics that matter for every type of content on TikTok,Instagram,Facebook and Twitter.Photos appear to be the most shared sort of content in the travel i

2、ndustry across all platforms.However,Instagram Reels remain the most engaging sort of media.Content StrategyTravel brandsexamples66.75%EVOLUTION IN INTERACTIONSTIKTOKMedian posts interactionsThe median post interaction rate for Facebook,Instagram and Twitter in the travel business remains steady.Sin

3、ce November 2022,there has been a 66.75%decrease in TikTok interactions.Median posts interactions across all platformsDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel indus

4、try Posts types on InstagramIn the last 12 months,brands in the Travel category shared:53.54%photos 24.50%carousels 16.52%reels 5.43%videosContent diversity on InstagramIn the last 12 months,brands in the Travel category shared:46.85%photos 27.24%albums 15.50%links 9.74%videos 0.65%statusesContent d

5、iversity on FacebookPosts types on FacebookDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Posts types on TwitterIn the last 12 months,brands in the Travel catego

6、ry shared:55.07%status 26.06%photos 14.89%links 3.97%videosContent diversity on Twitter1.63%Avg.engagement rate per post for ReelIn terms of organic performance on Instagram worldwide,Reels perform best,with an average engagement rate of 1.63%,followed by carousels,with an average engagement rate of

7、 0.90%.Posts performanceon InstagramDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Organic performance of posts types on InstagramOrganic performance of posts types on Facebook0.27%Avg.engagement rate per post for video Videos perform best in terms of or

8、ganic performance on Facebook worldwide.Videos(0.27%)are followed by photos,which have a 0.25%engagement rate.Posts performanceon FacebookDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry 0.09%Average engagement rate per post for photoIn terms of organic pe

9、rformance on Twitter worldwide,photos and videos perform best,with an average engagement rate of 0.009%,which is 1,5%more than the 2nd highest post type,link.Posts performanceon TwitterDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Organic performance of

10、 posts types on TwitterAverage engagement rate and distribution of engagement rate on TikTok,Instagram,Facebook and Twitter.Overall engagement data shows that travel-related brands have established a more significant niche on TikTok.On the other hand,travel-related posts have been shared the most on

11、 Twitter.Organic EngagementAverage engagement rate per post across all platforms5.45%Average engagement rate per postWith an average engagement rate of 5.45%per post,TikTok remains the most engaging medium for the travel sector.TikTokthe most engaging platformDate Range:1 Jan 2022-31 Dec 2022 Sample

12、:Socialinsiderworldwide data for the Travel industry Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry 5.44%AVG.ENGAGEMENT RATE PER POSTTIKTOK Engagement rate over time on TikTokDistribution of engagement rate on TikTokFrom January to May 2022,the avg.engag

13、ement rate per post on TikTok has tried to remain constant.There can be seen significant growth in December 2022,and the avg.engagement rate per post for the travel industry is higher than the avg.engagement rate for all sectors(4.06%).Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide

14、data for the Travel industry 0.99%AVG.ENGAGEMENT RATE PER POSTINSTAGRAM Engagement rate over time on InstagramDistribution of engagement rate on InstagramFrom January to June 2022,the avg.engagement rate per post on Instagram has tried to remain constant.There can be seen significant growth in July

15、2022,and the avg.engagement rate per post for the travel industry is higher than the avg.engagement rate for all sectors(0.88%).0.22%AVG.ENGAGEMENT RATE PER POSTFACEBOOK Engagement rate over time on FacebookDistribution of engagement rate on FacebookFrom January to May 2022,the avg.engagement rate p

16、er post on Facebook has tried to remain constant.There can be seen significant growth in November 2022,and the avg.engagement rate per post for the travel industry is higher than the avg.engagement rate for all sectors(0.16%).Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for t

17、he Travel industry Date Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry 0.03%AVG.ENGAGEMENT RATE PER POSTTWITTEREngagement rate over time on TwitterDistribution of engagement rate on TwitterFrom April to July 2022,the avg.engagement rate per post on Twitter ha

18、s tried to remain constant.Even though there can be seen significant growth in January 2022,the avg.engagement rate per post for the travel industry is lower than the avg.engagement rate for all sectors(0.033%).Posts per week between platforms8.36Average posts per weekBetween January 2022 and Decemb

19、er 2022,travel brands shared 3.21-Instagram posts,3.49-Facebook posts,8.36-Twitter posts and 2.17-Tiktok posts per week.Posting frequency on TwitterDate Range:1 Jan 2022-31 Dec 2022 Sample:Socialinsiderworldwide data for the Travel industry Improve your social media strategy with Socialinsider All i

20、n one place for competitor research and social media analytics Ready to download social media reports Review the performance of certain social postsBook a demoFacebook engagement rate per post(by followers)Facebook engagement rate per post is calculated as the sum of reactions,comments and shares on

21、 the post divided by the total number of fans that page has.The result is then multiplied by 100.Instagram engagement rate per post(by followers)Instagram engagement rate per post is calculated as the sum of likes and comments on the post divided by the total number of followers that profile has.The

22、 result is then multiplied by 100.Twitter engagement rate per post(by followers)Twitter engagement rate per post is calculated as the sum of likes and Retweets received on the Tweet divided by the total number of followers that profile has.The result is then multiplied by 100.TikTok engagement rate

23、per post(by followers)This is calculated as the sum of likes,comments,and shares on the post divided by the total number of followers that page has.The result is then multiplied by 100.Average Posts per DayThe average number of posts published in a day in the selected time period.This is calculated

24、as the total number of posts divided by the number of days in the interval of the selected time period.Posts by TypeThe type of posts(photo,album,video,link,status,event,carousel)the page or profile published in the selected time period.MethodologyPlatformNo.of ProfilesNo.of Posts84,0009,498,000656,

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