Monday posts got the highest engagement rate on Facebook during the experiment

Posting cadence

Average engagement rate

Reader Note:: This figure is based on 20 simulated Facebook posts, with each observation representing one post. The engagement rate is described elsewhere in the paper as engaged users divided by reach. The table reports weekday averages, and Monday has the highest average engagement rate at 0.303951 with 202 average total interactions. The report does not say over what real-world time period these posts were meant to represent, and the dataset is simulated rather than actual page performance data.
Evidence:: Observed behaviour
Vendor interest:: None
Sample:: 20 simulated Facebook post observations, modelled after open-access Kaggle-style data; each observation is a single post.

Good for

Getting a rough orientation, and deciding what to check yourself.

Saying that one thing caused another, or predicting what you would get.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
The source never says how this number was measured.
This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.

Thursday had the lowest engagement rate on Facebook during the experiment

Instagram users respond first to brand’s short videos, then creator-style content

Share of social users most likely to interact with each brand content type on Instagram
Content type	Share of users likely to interact (%)
Short-form video (<60 seconds)	52%
User-generated content	25%
Influencer content	23%
Live video	22%
Static images / Long-form video	19%

Instagram carousels reach 142% more people than single-image posts and get 819% more saves

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Consumers give brands their weakest marks on crisis response and originality on social

Consumer ratings of brand efforts across social media activities
Brand activity	Fair/Poor (%)	Excellent/Good (%)
Keeping up with trends and cultural moments	30%	70%
Publishing entertaining content	31%	69%
Crafting content that matches their brand values	36%	64%
Interacting with audience comments, reactions and questions	39%	61%
Publishing truly original content	43%	56%

Instagram Reels got 29.9% fewer views and 41.9% less reach than TikTok videos

Short videos dominate brand engagement on TikTok

Share of social users most likely to interact with brand content types on TikTok
Content type	Share of social users likely to interact (%)
Short-form video (<60 seconds)	60%
Long-form video	32%
User-generated content	30%
Influencer content	28%
GIFs / memes	15%