Our newsletterVendor reportSocialinsider, 8 Jan 2026
Hospitality engagement decreased on Facebook and stayed stable on Instagram, ending near 0.33% and 0.20% respectively
Engagement
- Reader Note:
- No engagement values are published for hospitality on either platform. In the other 15 industries Instagram runs roughly two to three times Facebook; here the relationship is inverted. The Instagram chart is also flat to slightly rising across the year, which sits against the executive summary's statement that the industry overall saw a decrease there. Guest Experiences & Stories is named both as the best performing Instagram pillar and as one of the two Facebook pillars that dropped in Q4, and the report does not reconcile the two. 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 0.33% on Facebook and 0.20% 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 27 and 28 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.
Related cards
Trend
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
