Our newsletterVendor reportSocialinsider, 8 Jan 2026
Health and fitness engagement decreased on both Facebook and Instagram, with collaboration posts falling from 0.67% to 0.57% on Instagram and Fitness Challenges leading Facebook at 0.14%
Engagement
- Reader Note:
- Two published figures, and they point different ways. The Instagram pair, 0.67% to 0.57%, is the steepest named drop in the industry, but it is also the shallowest decline anywhere in the report — Instagram here barely moves across the year and ends with the highest engagement of all 16 industries. On Facebook 0.14% is the level Fitness Challenges reaches at Q4, below its own Q2 peak of roughly 0.175%, so the report's word “average” most likely means the latest quarter. Fitness Challenges crosses from the bottom of the Facebook field to the top over the year. Any Q4 level given here as “about” is read off the report's quarterly chart for this industry and is not printed anywhere in the report: by Q4 the leading theme sat near 0.14% on Facebook and 0.57% on Instagram. The charts carry no data labels, so those are estimates against an axis ruled in 0.05pp steps on Facebook and 0.1pp on Instagram, good to about half a gridline. They are on pages 23 and 24 of the report PDF.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Analysis of 23M Facebook posts and 33M Instagram posts from brands in 16 industries that were active on both platforms between January and December 2025; brand count and selection method not disclosed, and the report does not say how posts were assigned to content pillars or how engagement rate was calculated.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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