The electronics industry is booming at the moment. It’s one of the leading industries in terms of fast-paced development and revenue, in fact.
Using real-time data from Emplifi, I will show you how social media content in the Electronics industry fares on Facebook and Instagram.
In the end, you’ll know which of the two platforms is more suitable for this kind of content and why. Without further ado, here are the main topics we’ll be going through!
I. Total Interactions Distribution of Electronics Brand Pages/Profiles on Facebook & Instagram
II. Median Post Interactions for Facebook & Instagram on Electronics Posts
III. Relative Median Post Interactions for Facebook & Instagram on Electronics Posts
IV. Median Post Engagement Rate for Facebook & Instagram on Electronics Posts
V. Distribution of Post Types on Facebook for Electronics Posts
VI. Distribution of Post Types on Instagram for Electronics Posts
VII. Organic Performance of Post Types on Facebook for Electronics Posts
VIII. Organic Performance of Post Types on Instagram for Electronics Posts
IX. Top Performing Electronics Pages on Facebook
X. Top Performing Electronic Profiles on Instagram
XI. Relative Expenditure by Platform Position on Facebook & Instagram for Electronics Posts
XII. Click-Through Rate by Platform Position on Facebook & Instagram for Electronics Posts
XIII. Cost per Click for Electronics Posts on Facebook & Instagram
XIV. Click Through Rate for Electronics Posts on Facebook & Instagram
XV. Expenditure for Electronics Posts on Facebook & Instagram
And here are the highlights of every section. If you want a more detailed analysis, then I recommend going through each section individually.
- Electronic posts get 3.8% of the total interactions on Facebook and 3.3% on Instagram
- Instagram receives around 5-6 times more median post interactions for Electronics posts than Facebook
- Facebook offers a more stable playground for Electronics post interactions, while Instagram is more unstable in its engagement
- Instagram is vastly more engaging than Facebook for Electronics posts
- Photo posts account for 67-70% of the total number of Electronics posts on Facebook, followed by 20% of video posts
- Image posts are the most popular type of posts on Instagram for the Electronics niche
- Reel posts are exploding in usage on Instagram for the Electronics niche
- On average, Facebook live video posts have the most median post interactions in the Electronics niche – a whopping 53 interactions
- On average, Instagram Carousel posts have the most median post interactions in the Electronics niche, at 126 interactions
- Samsung Electronics was the top-performing page on Facebook with over 4.8 million fans and 1.6 million interactions
- Sony Entertainment TV was the top-performing profile on Instagram with over 3.4 million followers and 21.4 million interactions
- 48% of Electronics brands spend for advertisements on their Facebook feed, which makes Facebook the most popular platform for Electronics brands
- The Facebook Feed has a 1.54% click-through rate for Electronics posts, which is the highest click-through rate among other communication channels, including the Instagram feed
- The cost per click of Electronics posts has increased from 0.12% to 0.15% from February 2022 to February 2023
- The Click Through Rate of Electronics Posts has decreased from 1.05% to 0.93% from February 2022 to February 2023
- The Expenditure of Electronic Posts has decreased from $3,000 to $2,200 from February 2022 to February 2023
Section I: Total Interactions Distribution of Electronics Brand Pages/Profiles on Facebook & Instagram
In this first section, I’ll show you the overall distribution of user interactions for brand pages/profiles on Facebook and Instagram.
This will act as a comparison between the Electronics industry and other industries, just to see how popular electronics posts are on these two platforms.
Here’s the data:
|Industry||Instagram Profiles / Share of Interactions||Facebook Pages / Share of Interactions|
|Sporting Goods||4.6%||Not Applicable|
|Fmcg Food||Not Applicable||3.8.%|
On both platforms, the Electronics industry is getting a small part of the share of interactions. Only 3.3% on Instagram and 3.8% on Facebook.
However, there’s also the fact that both of these platforms receive multiple billions of interactions per day. It’s simple to realize that 3.3% and 3.8% out of several billion interactions result in pretty solid numbers.
Still, compared to other industries, Electronics isn’t exactly that popular among social media consumers. So, this will be the first hurdle for marketing.
The industry itself is not at the center of attention and really something that people are raving about. So, you won’t have stellar results by default.
Unless you pull off some brilliant promotional strategy that becomes the talk of the town. Either way, you should get more than enough interactions for it to be worth it.
Section II: Median Post Interactions for Facebook & Instagram on Electronics Posts
In this section, I’ll give you a general rundown of the median post interactions in the Electronics industry for Facebook and Instagram posts over an entire year, from February 2022 to February 2023.
Let’s look at the data:
|Period||Facebook Median Post Interactions||Instagram Median Post Interactions|
|February 2022||18 interactions||119 interactions|
|April 2022||17 interactions||100 interactions|
|June 2022||17 interactions||80 interactions|
|August 2022||17 interactions||85 interactions|
|October 2022||17 interactions||90 interactions|
|December 2022||17 interactions||88 interactions|
|February 2023||18 interactions||85 interactions|
There’s no comparison here. Electronics posts get, on average, 5-6 times more interactions on Instagram than on Facebook. At least these were the results for the 2022-2023 period.
The other side of the coin is that Instagram is less stable in terms of post reach. As you can see, in February 2022, there were an average of 119 post interactions for Electronics posts on the platform.
It then dropped to 100 in April, and 80 in June, and ended up at 85 interactions in February 2023, a year later.
On the other hand, Facebook remains stable at all times. For most of the year, Electronics posts got 17 median post interactions.
It’s up to you whether to pursue the long game of stability or find the right social triggers to ride the wave on Instagram. Personally, I would rather optimize my content for Instagram because many more people interact with my posts there.
Section III: Relative Median Post Interactions for Facebook & Instagram on Electronics Posts
The “relative median post interactions” measure how the median post interactions have changed over time, comparing Facebook to Instagram on a scale of 100% to 0%.
So, the reference point is February 2022 and the end point is February 2023. We’ll see how the median post-interactions have increased or decreased throughout the year compared to the initial point (February 2022).
Here’s the data:
|Period||Facebook Relative Median Post Interactions||Instagram Relative Median Post Interactions|
From this chart, we can see that Instagram has had sharper declines in relative median post interactions compared to the starting point (February 2022).
Facebook was a bit more stable and achieved better results compared to Instagram. But let’s not forget one thing – even at its lowest point, Instagram received, on average, 5 times more post interactions than Facebook for the same period.
Even if we account for Instagram’s instability and how it dropped 24% from February 2022 to February 2023, the share of interactions is still much bigger than on Facebook.
Section IV: Median Post Engagement Rate for Facebook & Instagram on Electronics Posts
In this section, I’ll show you the average engagement rate on Facebook and Instagram for Electronics posts with 1 being 1 interaction per 1 post.
Whatever goes below 1 means a post is receiving less than 1 interaction, and whatever goes above 1 means the post receives more than 1 interaction.
Here’s the data:
|Period||Facebook Relative Median Post Engagement Rate||Instagram Relative Median Post Engagement Rate|
Again, we see that Facebook’s results are abysmal. It constantly receives less than 1 interaction per post per month. Compare that to Instagram which receives 3-4 times the same interactions per post.
Clearly, Instagram is the better platform both for a number of interactions as well as the engagement rate for those posts.
Remember, this section calculates the rate of engagement per impression (view) of a post. The figures will be much smaller than the median post interactions because they’re using different reference points and metrics.
What you need to know is that Instagram vastly outperforms Facebook in terms of engagement for Electronics posts.
Section V: Distribution of Post Types on Facebook for Electronics Posts
In this section, I’ll show you the distribution of post types on Facebook in the Electronics niche. I’m talking about:
- Photo posts
- Video posts
- Status posts
- Link posts
- Live video posts
Here’s the data I found:
|Period||Share of Video Posts||Share of Status Posts||Share of Link Posts||Share of Photo Posts||Share of Live Video Posts|
Most of the Facebook posts in the Electronics niche are photo posts, coming at around 67-70% of the total number of Electronics posts.
Then, 20% of them are video posts, probably tutorials, how-to guides, or presentation guides on some new technology.
Lastly, 9% of them are link posts. And then there are 2% status posts and 1% live video posts, which aren’t worth considering.
If you’re operating in the Electronics industry, then you’ll achieve the best results by sticking to photo posts. People love “seeing” the products themselves but won’t be open to watching entire videos of electronic stuff.
Pictures are the best. They offer immediate payoffs to a potential client’s immediate curiosity.
Lastly, there seems to be no change in the preference for specific post types on Facebook. Photo posts are becoming slightly more used, from 67$ to 68% and 70% in February of 2023.
Other than that, nothing jumps out.
Section VI: Distribution of Post Types on Instagram for Electronics Posts
Now let’s look at the same thing but for Instagram. Let’s see which post types are preferred for the Electronics industry on Instagram:
|Period||Share of Video Posts||Share of Carousel Posts||Share of Image Posts||Share of Reel Posts|
Instagram is a complete mess in terms of its stability for a certain post type, just like before. During the 2022-2023 period, we see increases and decreases in usage for certain post types.
- Video posts seem to have become almost extinct in the Electronics niche, from 20% usage to 4%
- Carousel posts went up from 15% usage to 18%
- Image posts went down from 59% usage to 47%
- Reel posts exploded from 4% usage to 29%
So, at the moment, you’re better off trying out the new Reels because they seem to have exploded in popularity, even in the Electronics niche.
Of course, image posts remain the most used type of posts on Instagram for the Electronics niche. But some of their popularity is definitely going to the Reels post types.
What we see here is people replacing image posts with reel posts. Existing users who were posting images in the Electronics industry are now posting reels. So, keep that in mind!
Section VII: Organic Performance of Post Types on Facebook for Electronics Posts
Now that we’ve seen which types of posts are most popular in the Electronics niche, let’s see their organic performance, one by one.
Cue the chart:
|Post Type||Median Post Interactions|
Here, we see a very interesting phenomenon. Live videos, which are the least used post types of Electronics posts, get the most interactions, by far.
Live videos have around 53 median post interactions, while photo posts only have 9. That’s almost 6 times as many interactions for live videos.
Despite this, around 1% of all Electronics posts on Facebook are live videos, and over 70% are photo posts. As engaging as live videos may be, they’re not suitable for many situations.
Photo posts, on the other hand, are fitted for anything. I don’t foresee live videos becoming the norm for the Electronics niche because it wouldn’t make sense.
Section VIII: Organic Performance of Post Types on Instagram for Electronics Posts
Now let’s do the same thing but for Instagram:
|Post Type||Median Post Interactions|
Instagram blows Facebook completely out of the park with its median post interactions. For every post type, including videos.
In fact, there isn’t that much of a difference between video posts and photo posts in terms of interactions on Instagram.
The real surprise (or not) is the Carousel posts that obtain the highest number of median post interactions – 125 per post.
In terms of usage, Carousel posts are the third most used post type on Instagram for the Electronics niche, so one could say that they’re underutilized given their potential.
A reminder – carousel posts are essentially posts with more than 3 photos in the post. So, there’s really no reason why they shouldn’t be used more.
Section IX: Top Performing Electronics Pages on Facebook
Next, I’ll show you the most popular Electronics pages on Facebook so you can get a better idea of what works and what doesn’t.
Here’s the data:
|Samsung Vietnam||No Information||286||1,246,818|
|Samsung Myanmar||No Information||276||942,955|
Samsung Electronics was the top-performing page on Facebook in the Electronics niche in Q1 2023, with 1,647,929 interactions on 32 posts. This is especially impressive given their low number of posts.
This comes around to an average of 51,497 interactions per post.
Compare it to Samsung Vietnam, which had 286 posts and “only” 1,246,818 interactions. This averages out at 4359 interactions per post.
Samsung Electronics’ posts tend to be 11.5-12 times more engaging than Samsung Vietnam’s posts, in other words.
Section X: Top Performing Profiles on Instagram
Now, let’s do the same but for Instagram. Here are the top-performing profiles on the platform, according to Emplifi’s data:
|Sony Entertainment TV||3,422,497||4,153||21,419,101|
These are ranked in terms of their total interactions, so the top-performing Instagram profile is Sony Entertainment TV with over 21 million interactions. They only have 3.4 million followers, though.
Which, as you can see from the list, is almost rock bottom. In terms of followers, PlayStation and Apple both blow Sony out of the park with over 29 million followers.
However, they don’t have as many interactions, so there’s that.
Though, they also have significantly fewer posts than Sony. Compare Apple’s 40 posts with Sony’s 4,153 posts.
Apple has 100 times fewer posts yet their number of followers is almost 10 times that of Sony. This means Apple’s posts are infinitely more engaging and attract vastly more followers.
Finally, you can already see the difference between Facebook and Instagram in their top-performing pages/profiles:
- Facebook’s top-performing page, Samsung Electronics, had 4.8 million fans and 1.6 million interactions
- Instagram’s top-performing profile, Sony Entertainment TV, had 3.4 million followers and 21.4 million interactions
Instagram is vastly more engaging and leads to much better overall performance for Electronics (and not only) brands.
Section XI: Relative Expenditure by Platform Position on Facebook & Instagram for Electronics Posts
In this section, I’ll show you the relative expense of Electronics brands in various features of Facebook and Instagram. I’m talking about communication channels like stories, feeds, video feeds, and so on.
Here’s the data we’re working with:
|Communication Channel||Relative Spend (in %)|
|Facebook Video Feeds||5%|
|Facebook Instream Video||4%|
Most of the expenditure of Electronics brands goes to the Facebook feed, so most brands are investing in Facebook for their promotional content.
Next comes the Instagram feed with only 17% expenditure, and then you can see a downtrend toward less popular communication channels like the Facebook Video Feeds.
Why do brands spend so little on Instagram compared to Facebook when the former achieves much better results in terms of engagement?
A possible reason could be that many brands prefer stability over chaotic ups and downs, and Facebook is all about achieving a loyal follower base over time.
Section XII: Click-Through Rate by Platform Position on Facebook & Instagram for Electronics Posts
Now, let’s have a look at the click-through rate for Electronics posts on Facebook and Instagram. Will Facebook beat Instagram again?
Here’s the table:
|Communication Channel||Click-Through Rate (in %)|
|Facebook Video Feeds||0.92%|
|Facebook Instream Video||0.08%|
Again, the Facebook Feed appears to have the most click-through rate for Electronics posts, a whopping 1.54%.
Compared to all other communication channels on the list, it has a massive advantage. Apparently, Instagram’s click-through rate is very low.
A potential reason for that could be that Instagram is a more fluid and dynamic platform. Generally, users have a lower attention span than on Facebook.
So, they’ll easily skip over many posts for banal reasons in their search for the next source of fun and entertainment.
Section XIII: Cost per Click for Electronics Posts on Facebook & Instagram
Let’s do a comparison between the cost per click for Electronic posts on Facebook and Instagram for the 2022-2023 period.
Here’s the data:
|Period||Worldwide CPC||Electronics CPC|
The cost per click for Electronics posts is a bit lower than the cost per click for worldwide all-industry posts but it’s something you would expect.
It also seems that over the period of a year, the CPC for Electronics posts has increased from $0.12 to $0.15, so there’s more money to be made in those industries, I bet.
There isn’t much more I can say about this. Let’s move on!
Section XIV: Monthly Click-Through Rate for Electronics Posts on Facebook & Instagram
Let’s see a comparison between the click-through rates of Worldwide all-industry posts vs. Electronics posts and see how they fare.
Here’s the data:
|Period||Worldwide CTR||Electronics CTR|
Again, we see that the Click-Through Rate for Electronics posts is just a bit behind the worldwide all-industry standard, especially in the winter months.
It’s to be expected when comparing one industry vs. all the other industries. In fact, the Electronics industry is keeping up quite well with its Click-Through Rate.
A CTR of around 1% is the norm in most industries, after all. However, the CTR for Electronics posts has decreased over the year from 1.05% to 0.93%.
This might show that people aren’t as interested in buying electronics anymore (doubtful), their prices have spiked, or the ads are not as engaging anymore.
Section XV: Expenditure for Electronics Posts on Facebook & Instagram
Finally, I’ll be looking at the comparison in expenditure between the Electronics industry for posts vs. the worldwide all-industry posts.
Let’s see whether Electronics posts garner more expenses:
|Period||Worldwide Expenditure (in USD)||Electronics Expenditure (in USD)|
Across the spectrum, the Electronics Industry seems to be ahead of the all-industry average expenditure, except in February 2023.
It seems that the overall expenditure for Electronics posts has decreased from February 2022 to February 2023 by $800, from $3,000 to $2,200.
The worldwide all-industry average has instead increased from $2,500 to $3,000.
Still, we should expect to see Electronics expenses bump up significantly during most of the year if past results are anything to look at.
That’s all I have for you on this topic. Stay tuned for more in-depth social media analyses!
- Emplifi – Electronics Worldwide