As in the previous case, Instagram is the most interactive network, followed by Twitter, YouTube and Facebook in last place. The sectors with the highest engagement are publishing, entertainment and institutions. Efficiency This metric clipping path service refers to the number of interactions per post. The average of the brands in social networks has been 341. Instagram is by far the most efficient social network for brands, generating 3,398 interactions per post. In second place would be Facebook (635), followed by YouTube (397) and, finally, Twitter (53). Situation by sectors The publishing sector , which includes brands such as HBO, Disney+ and Netflix,
is the one that stands out the most this year among those studied, since it has the highest average community, interactions, engagement, virality and efficiency. Another interesting sector is fashion , which in addition to being in a good position in terms of community, is fifth in engagement and second in efficiency. This includes brands such as Adidas, Zalando or Shein. In the community metric, consumer electronics and food have also ranked high. The sector that makes the most publications is telecommunications, with Vodafone, Movistar and Orange as prominent brands. In second place is tourism and in the third, Leisure and entertainment.
In terms of engagement and virality, in addition to the publishing sector, the leisure and entertainment sector and the institutional sector stand out. The messages from public entities such as the Ministry of Health, Social Services and Equality, the Government of Aragon, the Josep Carreras Foundation or the General Directorate of Traffic have managed to reach more audiences than ever. At the other end of the spectrum, the finance, professional services, insurance, web portals, home and education sectors are below average in most of the metrics studied, so they have a lot of room to improve their impact on social networks for 2022.