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Q3 2019 Social Media Industry BenchmarksInsights for Media & Entertainment
NOVEMBER 2019
Q3 2019 Social Media Industry Benchmarks for Media & Entertainment
Optimizing social media strategy is not a process that can successfully occur in a vacuum. For sure there's a wealth of information that can be learned from analyzing your own data, but those insights still aren't actionable without the context of understanding how social media platforms are performing for brands in the aggregate. That's why the inaugural ListenFirst Industry Benchmarks Report for Media and Entertainment Brands is such an important resource for marketers.
Using exclusive, anonymized and authorized data from the large network of Media and Entertainment Brands that partner with ListenFirst, the Industry Benchmarks Report is an invaluable cheat sheet, spelling out exactly how your brand performance on Facebook, Instagram, and Twitter measures up against the rest of the industry, both around organic and paid.
Is there more CPC value on Twitter? Are competitors having more success with video content on Facebook or Instagram? Is the loss of reach on Facebook more or less than what the rest of the industry is experiencing? How often is the audience Saving posts on Instagram?
The ListenFirst Industry Benchmarks Report answers all these questions and more, arming your team with the competitive insights necessary to make sure your social media content is being seen by the widest, most relevant audience.
About ListenFirstListenFirst is the most trusted social analytics solution by the world’s leading brands. With a breadth of data and award-winning expertise unmatched in the market, we offer an easy, one-stop solution to optimize social media marketing and maximize ROI. Founded in 2012, ListenFirst is trusted by global brands including Time Warner, Amazon, NBCUniversal, and AT&T and is regularly featured in The Wall Street Journal, Variety, Ad Age, Forbes and more. ListenFirst has been honored with multiple accolades including a 2019 Stevie Awards for exceptional client service, 2019 High Performer recognition from G2 Crowd, MarTech Breakthrough Award for Best Social Media Monitoring Software, and named one of Inc. 500’s fastest growing companies. For additional information, visit www.listenfirstmedia.com.
Our clients include:
Industry Benchmarks: M&E 2
How M&E Marketers Can Use Industry Content Benchmarks
The 2019 Industry Averages report for Media & Entertainment Brands contains 52 different metrics and 156 different data points, and obviously not every piece of information is equally important to every marketer.
Here's a brief overview of which content benchmarking metrics are the most valuable to M&E marketers in identifying actionable insights.
Look For Situations Where Paid Amplification Is Becoming More Cost EfficientFor example, the cost for CPE for M&E brands on Instagram decreased by -30.95% comparing Q3 2019 to Q1 2019. Understanding how much the rest of the ecosystem is paying across social media, clarifies where there's the most value and what strategies will most impact social media ROI.
Pay Special Attention To Organic And Paid Video Metrics One of the most frequent questions ListenFirst receives from brand partners is: “How are we doing on video?” So far in 2019, organic video views for M&E brands is up on Twitter and Facebook, while down on Instagram. Considering how important video is to audience engagement, any video metric is extremely useful information, especially ViewThru Rates.
Content Response Rate (Not Volume) Is What's Important While it's interesting to see how many Responses consumer brands are averaging, that just speaks to scale, and is not a business metric. Homing in on Content Response Rate will provide marketers with actionable information about how efficient their content strategy is relative to industry norms.
Impressions And Reach Matter Your social media content might be incredibly compelling, but that's completely irrelevant if the audience isn't seeing it. Keeping a close eye on Impressions and Reach related metrics will better inform your brand where entertainment content is reaching the audience, and where there may be a problem. Couple these metrics with engagement rates to get context into how compelling your content truly is.
Instagram Saves Need To Be Tracked The volume of Saves per Instagram post has been increasing over the past year, and that’s good news for M&E brands. The Instagram audience being so interested in a trailer or clip that they plan to return to later is a strong indication of intent, and definitely a social media ROI metric that M&E should be optimizing against.
Industry Benchmarks: M&E 3
Instagram Metric Q1 2019 Q2 2019 Q3 2019
Content Response Rate 2% 2% 2%
Content Responses (all content) 24,463 24,243 23,797
Sponsored Content Responses 6,485 3,355 3,678
Unsponsored Content Responses 24,505 24,315 23,863
Impressions 270,020 261,102 264,140
Organic Reach % 22.39% 21.13% 21.26%
Instagram Stories Organic Reach % 5.49% 5.17% 5.13%
Instagram Stories Tap Forward Rate 74.67% 74.42% 74.16%
Instagram Stories Tap Back Rate 4.14% 4.26% 4.36%
Instagram Stories Exit Rate 4.11% 4.07% 4.57%
Save Rate 0.48% 0.47% 0.53%
Video Views 97,337 91,137 90,336
Ad Spend per Ad $421.11 $342.32 $359.42
Ad Engagements 25,148 18,156 21,057
Ad CPC $2.83 $2.89 $2.27
Ad CTR 0.48% 0.43% 0.60%
Ad CPM $5.43 $6.76 $6.96
Ad Paid Impressions 112,945 82,401 83,105
Ad CPE $0.42 $0.42 $0.29
Ad Engagement Rate 19% 17% 19%
Industry Benchmarks: M&E 4
Instagram Industry Benchmarks: Media & Entertainment
Q1 - Q3 2019
Source: ListenFirst, averages across 4K media and entertainment brands
Facebook Industry Benchmarks: Media & Entertainment
Facebook Metric Q1 2019 Q2 2019 Q3 2019
Content Response Rate 0.15% 0.14% 0.14%
Content Responses (all content) 1,125 1,065 998
Sponsored Content Responses 1,387 1,474 1,073
Unsponsored Content Responses 1,124 1,063 997
Impressions 109,243 117,775 102,967
Organic Reach % 9.49% 7.88% 7.12%
Video Viewers 117,066 137,746 124,650
Video Average Time Watched 10 seconds 10 seconds 11 seconds
Video Average Viewthru Rate 17% 17% 17%
Public Video Views 693,461 615,225 473,759
Ad Spend per Ad $756.81 $530.56 $691.98
Ad CPC $0.80 $0.78 $0.77
Ad CTR 3% 3% 3%
Ad CPM $8.48 $8.49 $8.50
Ad Paid Impressions 124,150 82,963 98,180
Ad CPE $0.63 $0.55 $0.34
Ad Engagement Rate 20% 17% 20%
Q1 - Q3 2019
Industry Benchmarks: M&E 5
Source: ListenFirst, averages across 4K media and entertainment brands
Twitter Metric Q1 2019 Q2 2019 Q3 2019
Content Response Rate 0.15% 0.16% 0.17%
Content Responses (all content) 266 313 284
Sponsored Content Responses 63 67 99
Unsponsored Content Responses 266 313 284
Impressions 5,547 5,452 5,987
Public Video Views 136,843 141,495 147,364
Ad Spend per Ad $1,733.70 $1,296.36 $2,071.19
Ad Engagements 4,427 2,194 3,645
Ad CPC $1.69 $1.51 $2.08
Ad CTR 1% 1% 1%
Ad CPM $9.45 $9.46 $10.53
Ad Paid Impressions 213,409 151,300 228,711
Ad CPE $0.88 $0.83 $0.88
Ad Engagement Rate 3% 2% 2%
Ad Video Click Rate 28% 17% 17%
Industry Benchmarks: M&E 6
Twitter Industry Benchmarks: Media & Entertainment
Q1 - Q3 2019
Source: ListenFirst, averages across 4K media and entertainment brands
Metric Definition
Content Responses The sum of shares, likes, comments, retweets, reactions, on a post or tweet
Content Response Rate The rate at which users respond to a given post
Impressions The number of times a post was displayed
Tap Forward Rate The ratio of impressions your story earned to the number of story taps back
Tap Back Rate The ratio of impressions your story earned to the number of story taps forward
Exit Rate The ratio of impressions your story earned to the number of story exits
Organic Reach % The average number of fans your content reached
Save Rate The total number of unique accounts that have saved a media object to the number of fans your content reached
Public Video Views The total number of views for 3 seconds or more, originating from the page owner’s upload(s).
Video Viewers The number of distinct users who viewed a video at least once
Video Average Time Watched The average length of time users spent viewing a video
Video Average Viewthru Rate The average percentage of the full length of a Page's video posts that users are watching
Industry Benchmarks: M&E 7
Metrics Glossary
Content Metrics
Metric Definition
Ad CPC (Cost per Click) The average cost for each click on your ad. The metric is calculated as the total amount spent divided by clicks.
Ad CPE (Cost per Engagement) The average cost for each engagement on your ad. This metric is calculated as total amount spent divided by engagement.
Ad CPM (Cost per Mille) The average cost for 1,000 impressions. It measures the total amount spent on an ad campaign, divided by impressions, multiplied by 1,000.
Ad CTR (Clickthrough Rate) The percentage of times people saw your ad and performed a click. The metric is calculated as clicks divided by impressions.
Ad Engagements How much user interaction there is with your ad campaign
Ad Engagement Rate The number of Engaged Users divided by the total reach of that post. Multiply that calculation by 100 to turn it into a percentage.
Ad Paid Impressions How often your ads were on screen for your target audience.
Ad Spend The estimated total amount of money you've spent on your campaign, ad set or ad while it was running
Ad Video Click Rate The percentage of times people saw your ad and clicked the video. The metric is calculated as video clicks divided by impressions.
Ad Video Views Views on video ads
Industry Benchmarks: M&E 8
Metrics Glossary
Paid Content Metrics
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