Facebook brand post engagement 2024, by vertical

Published by
Stacy Jo Dixon,
Apr 7, 2025

In 2024, the average engagement rate of posts by sports teams on Facebook was 0.23 percent, the highest engagement rate of all selected industries. Additionally, this figure is significantly higher than the overall average of 0.05 percent. Overall, Influencers achieved a Facebook post engagement rate of 0.1 percent, while Higher Education reached an engagement rate of 0.13 percent. Verticals such as Fashion, Health and Beauty, and Home Decor had among the lowest engagement rates.

Average engagement rate with brand posts on Facebook in 2024, by vertical

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Release date

February 2025

Region

Worldwide

Survey time period

2024

Supplementary notes

According to the source: Data is based on "a representative sample of organic and paid posts from national and international companies in each industry by selecting 150 companies at random from each industry in our database of over 200,000 companies. Companies selected had active presences on Facebook, Instagram, and Twitter as of January 2023, and had Facebook fan counts between 25,000 and 1,000,000 and minimum Instagram and Twitter followers of 1,000 as of the same date."

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