2021 Year in Social
Turn last year’s data into this year’s advantage
See how your peers and competitors performed on social in 2021
We pulled the top social metrics to show marketers how different industries performed across all social platforms last year. Choose an industry from the dropdown below for business-critical insight into other companies’ social strategies. Then see how Sprout can help you put this data into action.
How does your data compare?
Are your numbers above, at or below average for your industry? Use these high-level social media benchmarks to understand how your strategy stacks up, and where you may need to increase or shift focus moving forward.Download this page
What does this data tell us?
Depending on your performance, here are some actionable insights to help inform and inspire your 2022 social strategy.
Higher total impressions indicate solid brand presence, but if you’re on the lower end, you might need to place more emphasis on publishing shareable content.
Remember, it’s the quality—not quantity—of your content that matters most. So be sure to dig into your publishing frequency and performance to optimize your strategy.
Higher follower counts signal your content is attracting fresh audiences. To increase your numbers, identify your biggest growth spikes and use that data to inform your strategy.
Higher engagement suggests you’ve identified the content that resonates most. If not, consider digging into your top-performing posts to see what is—and isn’t—working.
2022 Planning and Goal Setting
Take the next step
To help you set new goals and fine-tune your 2022 strategy, quickly pull your last year’s performance data with a free Sprout trial and see how it compares to others in your industry.Try Sprout for Free
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Access the metrics without the mess
Sprout’s social media analytics tools speed up data collection by eliminating time-consuming manual methods in favor of automated, professional reports.