Post-secondary institutions such as universities and colleges are, unsurprisingly, very age-oriented. This can be seen in the way the benchmarks vary dramatically based on the different social media platforms, which themselves skew towards different age demographics. The RivalIQ breakdown across different platforms gives us these benchmarks:
On average, Higher Education groups posted about 1.08 times daily on Facebook, with a return of about 0.12% engagement per post. This is not very impressive, but it is also consistent with the fact that Facebook caters primarily to the Baby Boomer and Generation X demographic, which doesn’t have the same interest in school.
Higher education fares a little better on Twitter. Groups here posted on average about 1.78 times daily, and even though the average engagement rate seems deceptively lower, at 0.08%, this is offset by the engagement rate with videos, and especially with holiday-related hashtags.
This is the clear winner for benchmarks when it comes to higher education. At just 0.49 posts per day, Instagram commands an impressive 3.96% average engagement rate per post. This is largely due to the age of the average Instagram user, between 18 and 24, a key post-secondary age range, and the use of photos and specific features like Carousel.