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135 Facebook Caption Ideas + Free Caption Generator




Facebook has 2.93 billion monthly active users. So if you’re feeling the pressure to create great Facebook content, we get it — that’s a lot of people to entertain with your posts. And that means mastering the art of a great Facebook caption.

A great Facebook caption will add context or showcase your brand’s point of view. It might include a call to action; it might inspire a reader to laugh. Whatever the goal, well-crafted Facebook captions are what provoke engagement and help you reach your Facebook marketing goals.

If you’re short on time, we’ve got hundreds of ready-to-use Facebook captions to choose from below — just copy, paste and wait for those likes to roll in. Or use our AI-powered Facebook caption generator to get unlimited ideas.

Craft perfect posts in seconds

OwlyWriter AI instantly generates captions and content ideas for every social media network. It’s seriously easy.

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Free Facebook post caption generator

Ready to breeze through your to-write list at record speed? Let this Facebook post caption generator help you fill your content calendar fast. Simply describe your content, provide a couple keywords, and watch the AI write viral-worthy captions for you.

Please note: This tool may display inaccurate or offensive material that doesn’t represent Hootsuite’s views. You’re solely responsible for use of any content generated using this tool, including its compliance with applicable laws and third-party rights.

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135 good Facebook captions for any type of post

Need a quick Facebook caption fix? These Facebook captions are here to help, whether you’re hunting for a funny Facebook caption, a Facebook caption for a selfie, or the right words to celebrate your love.

Funny Facebook captions

As you probably know from the time you tried to show an episode of I Think You Should Leave to your parents, humor is subjective. If you’re trying to infuse a little silliness into your Facebook captions, keep both your brand voice and your audience in mind: what’s appropriate for this particular group, from this particular business?

  1. Oops, I did it again. 😅
  2. No one told me *this* was going to be an average day at work…
  3. Life is what happens when you’re making other plans! 🙄
  4. Could someone please call the Academy of Facebook Excellence? I’ve got a pretty great contender here for post of the year.
  5. Now accepting applications for my fan club. 😎
  6. I’m not sure exactly how I wound up here but… I’m not mad about it.
  7. Life is like a bus ride: sure, it’ll get you where you’re going, but you might get sneezed on.
  8. 🌴 Currently not available to take your call, please try again later.
  9. Stop the presses… did I just find a new best friend?!
  10. I’m less “good vibes only” and more “personal pan pizza only.” 🍕
  11. Still too uncaffeinated to come up with a funny joke about how badly I need coffee. 😴
  12. Bust out the confetti: time to celebrate the best post you’re going to see on your Facebook feed today.
  13. Would you rather: have toes for fingers, or fingers for toes? 🤔
  14. Who among you is brave enough to join my mom in liking this post? 💁🏽‍♀️
  15. No filter. Obviously.

Facebook captions for selfies

Sharing a selfie on your Facebook page? It’s the perfect opportunity to drop a playful one-liner. Remember to choose captions that reflect your personality and the mood of your selfie — unless you’re going for a little hit of irony, of course.

  1. Just me, myself, and my selfie.
  2. Feeling fabulous and taking selfies to prove it.
  3. Selfie game strong. 💪
  4. When life gives you lemons — take a selfie. 🍋
  5. Capturing the moment with a perfect selfie.
  6. Selfie mode: ON. 🤳
  7. Behind every great selfie… is a lot of failed attempts.
  8. Too glam to give a damn.
  9. Selfie Sunday vibes.
  10. Selfies are my form of self-expression. 💅
  11. Living my best life, one selfie at a time
  12. Just a person, standing in front of a mirror, trying to find the perfect angle.
  13. Life is too short to take boring selfies.
  14. The selfie life chose me. 😎
  15. Selfies speak louder than words.

Facebook captions for profile pictures

Whether you’re uploading a profile picture to your personal Facebook page, or your brand’s Facebook page, you’ve got an opportunity to say a little something-something. Here are a few suggestions for captioning your Facebook profile picture. (Remember to choose a profile picture that represents you or your company, and use captions that reflect the vibe you want to convey with your account.)

  1. New profile picture, same awesome me.
  2. Proof that I clean up nice.
  3. Putting my best face forward. 📸
  4. Elevating the profile picture game, one snap at a time.
  5. They say a picture is worth a thousand likes. Challenge accepted. 🤝
  6. Ready to take on the world, one profile picture at a time.
  7. This profile picture was carefully crafted to make your newsfeed a better place.
  8. If my profile picture brightens your day, my job here is done. ☀️
  9. Finally posting a profile picture that really captures my essence.
  10. Just a glimpse into my world. 🌍
  11. I think this one speaks for itself.
  12. Profile picture update: because change is good.
  13. Smiling through life, one profile picture at a time. 😁
  14. This profile picture represents my joyful spirit (but also my excellent hair).
  15. A picture may be worth a thousand words, but this profile picture is worth a million.
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Short Facebook captions

Sometimes, you want to keep things short and sweet — we get it! Short Facebook captions can be impactful. Keep things concise by letting the image or video do most of the talking, and use a few carefully chosen words add context or deeper meaning.

  1. Living my best life.
  2. Embracing the chaos. 🙃
  3. Just being me.
  4. Keep smiling. 😁
  5. Enjoying the little things.
  6. Chasing dreams. 💭
  7. Happiness is contagious.
  8. Beauty is everywhere. 💐
  9. Stay positive.
  10. Making memories.
  11. Follow your heart.
  12. Savor each moment.
  13. Creating my own sunshine. ☀️
  14. Living in the present.
  15. Spreading love and laughter.

Birthday Facebook captions

These Facebook birthday captions are great for personal celebrations, of course, but if you’re working on creating content for your brand, just tweak the language slightly to make these phrases a fit for work anniversaries or milestones. Never! Stop! Celebrating!

  1. Another year older, another good excuse to celebrate.
  2. Birthdays are nature’s way of telling us to eat more cake.
  3. It’s my party, and I’ll eat a bunch of cake if I want to.
  4. Well, I guess this is [age]. Not too shabby.
  5. Cheers to another trip around the sun. Happy birthday to me. 🎂
  6. Birthdays are the perfect excuse to indulge in cake and celebrate life. What more could you want?
  7. On this special day, I’m grateful for all the love, laughter, and blessings in my life. Happy birthday to me!
  8. Today is the day the world was blessed with my presence. You’re welcome. 💁🏽‍♀️
  9. It’s my birthday, and I plan to make it epic. 🎉 Don’t you dare try to stop me.
  10. 🎶 Happy birthday to me, happy birthday to me, happy birthday dear me, happy birthday to me. 🎶
  11. 🥂 Here’s to another year of adventures!
  12. Today, I’m blowing out candles and making some big wishes.
  13. It’s not just a birthday; it’s a day to celebrate the awesomeness that is me. Get on board!
  14. Like a fine wine, I get better with age. 🍷
  15. I may be turning a year older, but my spirit remains forever young.

One-word Facebook captions

The ultimate in minimalism: it’s the one-word Facebook caption. Sure, you could reach for the dictionary or thesaurus, but you’re already here, so help yourself to any of these powerful solo words and line ‘em up for your next few scheduled Facebook posts.

  1. Unstoppable.
  2. Grateful.
  3. Adventurous.
  4. Radiant.
  5. Empowered.
  6. Joyful.
  7. Vibes.
  8. Inspired.
  9. Blessed.
  10. Dreamer.
  11. Thriving.
  12. Serenity.
  13. Fearless.
  14. Wonder.
  15. Elevate.

Cute Facebook captions

There’s enough rough stuff happening out there in the world. If you want to cultivate a Facebook page that’s just full of joy and sunshine, we don’t blame you. That’s why we’ve pulled together these too-cute Facebook captions. Pick your favorites and spread the love!

  1. Happiness is contagious, so I’m spreading it everywhere. 🌈
  2. Every day is a new opportunity to create something beautiful.
  3. Life is better when you’re laughing. 🌻
  4. Chasing dreams and catching smiles along the way.
  5. Surrounding myself with good vibes and positive energy. 🦋
  6. Embracing the little things that bring joy to my heart.
  7. Love and kindness are my guiding stars.
  8. In a world full of ordinary, I choose to be extraordinary.
  9. Creating a life I love, one smile at a time. 💕
  10. Finding beauty in the simplest moments.
  11. ☀️ Sunshine and smiles, that’s my recipe for a happy day.
  12. Love yourself and let that love shine bright.
  13. Enjoying the journey as much as the destination.
  14. Living life with a grateful heart and an open mind. 🌅
  15. Appreciating the beauty that surrounds us, both inside and out.

Fall Facebook captions

There’s a reason that ‘loving fall’ has turned into a cliché: Fall is the best. Don’t let the haters, or Bo Burnham, get you down.

These fall-themed captions can help capture the essence of the glorious, most-leaf-filled season and add a touch of autumnal charm to your Facebook posts. Pass us a pumpkin spice latte: we’re getting cozy.

  1. Falling for the colors of autumn.
  2. Sweater weather and pumpkin spice everything. 🎃
  3. Leaves are falling, and I’m embracing the change. 🍂
  4. Autumn leaves and cozy vibes.
  5. Crisp air, warm drinks, and fall adventures. 🍂
  6. Autumn is nature’s way of showing us how beautiful it is to let things go.
  7. 🍂 Falling in love with the magic of autumn. 🍂
  8. Pumpkin kisses and harvest wishes.
  9. Fall: the season that teaches us to let go and trust in new beginnings.
  10. Embracing the beauty of nature’s paintbrush.
  11. Finding joy in the little things, like jumping in a pile of leaves.
  12. Autumn skies and pumpkin pies.
  13. Wandering through the golden hues of fall. 🍁
  14. Autumn whispers, ‘change is beautiful.’
  15. Let’s fall into autumn’s embrace together.
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Summer Facebook captions

Okay, we know we just said that Fall is the best, but we forgot about summer. Summer! That’s where it’s at. And of course you want to honor these sunny, sunny days with an appropriately warm Facebook caption. Whether you’re at the beach, travelling, or simply working on your sunburn, here’s a sampling of words to help express the seasonal excitement.

  1. Sunshine and good times. ☀️
  2. Summer vibes and sandy toes.
  3. Chasing sunsets and making memories.
  4. Salty hair, don’t care. 😎
  5. Life’s a beach, enjoy the waves. 🌊
  6. Living on flip-flops and ice cream. 🍦
  7. Sippin’ on sunshine.
  8. Summer state of mind.
  9. Finding paradise wherever I go. 🌴
  10. ☀️ Sun-kissed and summer blessed.
  11. Lazy days and warm rays.
  12. Making a splash in the summer fun. ☀️
  13. Embracing the heat and loving every minute of it.
  14. Long days, short nights, endless adventures.
  15. Soaking up the sun and making every day count. 🏝

Facebook captions for couples

When you’re ready to hard-launch a new relationship on main, reach for one of these Facebook captions for couples. (These captions probably aren’t appropriate for your Facebook brand page, but we don’t know what line of business you’re in — you do you!)

  1. With you, every moment is a fairytale. 💝
  2. Love is in the air, and it’s all because of you.
  3. Being in your arms is my favorite place to be.
  4. You and me, together we’re unstoppable.
  5. My partner in crime and in love.
  6. Every day with you feels like a new adventure.
  7. You complete me in every way. 💘
  8. Falling in love with you more and more every day.
  9. 💕 Life’s better when we’re together.
  10. Finding love in the simplest moments with you.
  11. You’re the missing piece to my puzzle of happiness.
  12. Love is a journey, and I’m glad to have you by my side.
  13. Forever isn’t long enough with you. 💖
  14. Building a future together, one step at a time.
  15. You’re not just my partner, you’re my best friend and soulmate.

How to write the perfect Facebook caption

Writing the perfect Facebook caption is obviously a subjective task, but you’ve gotta start somewhere. Here are a few tips for making the most of your 33,000 Facebook caption characters.

Bonus: Don’t know what to post on social? Unlock +100 free social media content ideas and never worry about writer’s block again!

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Be concise

Keep your caption short and to the point. According to our research about the ideal Facebook post length, that means somewhere in the 50 to 80 character range.

Captions that are too long might get overlooked or lose the reader’s interest. Plus, Facebook cuts off longer posts with an ellipsis, forcing users to click “See More” to expand the text and read the entire message.

Besides that, long or spammy-looking captions with lots of links and hashtags might be punished by the Facebook algorithm.

In the effort of practicing what we preach, we’ll stop there: TLDR, when it comes to Facebook captions, less is more!

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Ask a question or encourage engagement

Any of the copy-and-paste Facebook caption templates above might inspire a like or a share, but not a lot of them will necessarily prompt engagement. If you want to spark some lively discussion, try asking a question with your Facebook caption, or invite your followers to share their related thoughts or experiences.

Here are 19 ideas for creating super-engaging posts.

Consider your audience

The #1 rule for creating any kind of winning content, whether visual or textual? Always keep your audience in mind.

When you’re crafting your Facebook captions, consider the interests and perspectives of your unique group of followers. For instance, if your audience is made up of digital nomads, your captions might reference memes or modern slang. But if your audience is made up of, say, patriotic grandmas, your most successful captions will likely have a different sort of tone and focus.

Romper’s audience is Millennial moms, so the overly familiar language and slang it uses on Facebook feels totes apprope.

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Not sure who your followers are (or who they should be)? Here’s how to find your social media target market.

Use Hootsuite

Pretty cool news: Hootsuite now comes with OwlyWriter AI, a built-in creative AI tool that saves social media pros hours of work. It does way more than our free caption generator.

You can use OwlyWriter to:

  • Write a new social media caption in a specific tone or brand voice, based on a prompt
  • Write a post based on a link (e.g. a blog post or a product page)
  • Generate unlimited post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
  • Identify and repurpose your top-performing posts
  • Create relevant captions for upcoming holidays
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Here’s a quickie walk-through of how to use this magical AI content creation tool:

To get started with OwlyWriter, sign in to your Hootsuite account and head to the Inspiration section of the dashboard. Then, pick the type of AI magic you want to see in action.

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Reflect your brand voice

Whatever your Facebook post is about, and whether you’re posting as an individual or a brand, your caption should reflect your own unique voice and style. Whether it’s funny, heartfelt, or thought-provoking, make sure it represents who you are.

For brands: if you haven’t identified your brand voice as part of a broader social media marketing strategy, it’s time to ask yourself, ‘what qualities and values should this brand embody?’ If you’re an upscale jewelery company, words like ‘luxurious’ and ‘elegant’ should guide the tone of your posts, for example.

It’s totally appropriate for Fenty Beauty, as a young, hip, beauty brand, to use a million emojis, slang, and playful spelling (“summa”) in the caption for this Facebook Reel.

Of course, on Facebook, users don’t necessarily expect a formal tone from brands (depending on the industry and audience). In fact, keeping things light — and maybe even funny! — is the norm.

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But whether you’re providing a little entertainment or seriously dealing with a social media crisis, work to keep one consistent tone or perspective. (Creating social media style guide can help with that, especially if you’re working as a team on your social media content calendar.)

Match the content

Forgive us if this one’s a little obvious: consider the content of your post or photo and choose a caption that complements or enhances it.

This John Deere post, promoting its apparel line, has a fun play on words that underlines both the product offering and the company’s reliable reputation.

A strong Facebook caption ultimately will provide context, add value, or evoke some emotion related to the content.

… that being said, if your brand voice is a little kooky, maybe a non-sequiter is actually a good fit for your audience.

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Use relevant hashtags

In the copy-and-paste examples above, we didn’t add hashtags, but it’s not a bad idea to include relevant hashtags in your Facebook captions.

This AppleTV ad for a new Peanuts movie cheekily taps into the popular sports hashtag #FridayNightBaseball.

After all, putting the right hashtags in your caption can increase the discoverability of your post. Choose hashtags that are popular and appropriate for the topic or theme of your post, and ideally incorporate some niche ones too.

Pro tip: Hootsuite also includes an AI-powered hashtag generator. Simply upload a photo and get tons of suggestions for hashtags that will boost your reach.

Try Hootsuite for free

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Brush up on your 2023 hashtag strategy here!

Be funny, be emotional — just be relatable

People are on Facebook for entertainment: use your caption to share a message that makes ‘em laugh or makes ‘em feel. Injecting humor or emotion into your caption can make it more relatable and engaging, sparking a connection with your audience and encourage interaction.

Use a call to action

A call for action is ultimately the act of asking for what you want. And your Facebook caption is a great place to do just that. For instance, if your post is shoppable, encourage users to check out the featured products. Want your readers to visit your website? Shout it from the mountaintops! Er, your caption!

In this Facebook Reels caption, for example, Cadbury asks its followers to tag a competitive dad.

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Your call to action may be the most important part of your Facebook captions, so write it carefully, give it an edit, and maybe even do some testing to see what works best.

Edit and proofread your Facebook caption

Before posting, take a moment to review and edit your caption. Check for spelling and grammar errors to ensure a polished and professional appearance. (Or let Hootsuite’s built-in Grammarly function give it a proofread.)

Before you head out there to start captioning up a storm, one important reminder: there is no one-size-fits-all approach to writing the perfect Facebook caption. Experiment with different styles, tones, and formats to see what works best for you and your audience.

Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule posts, share video, engage your audience, and measure the impact of your efforts. Try it free today.

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Save time and grow faster with OwlyWriter AI, the tool that instantly generates social media captions and content ideas.

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5 B2B Social Media Marketing Tactics That Actually Work





B2B social media marketing can be an effective way for brands to build awareness, strengthen relationships, and close sales. But B2B social marketers face unique challenges when it comes to tone and content mix.

So, how do you use social tools to bring in (and keep) followers, create engagement, build brand awareness, and fill your funnel? Read on for all the tips you need to build an effective B2B social media strategy.

Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

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B2B social media marketing is the use of social channels to market products or services to business clients and prospects. (B2B stands for business-to-business, as opposed to business-to-consumer or B2C.)

Marketers at B2C companies use social channels to reach consumers and influence purchases. Effective B2B marketing requires a different approach. B2B marketers have to think more strategically to reach business owners and decision-makers. They then nurture relationships that can lead to large purchase agreements.

All social channels can have a place in B2B marketing. But the balance and type of content will look different for a B2B social media strategy than for a consumer-focused plan.

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B2B social media success begins with a sound B2B social media strategy. Here’s how to build one for your brand.

 1. Align goals with business objectives

Just like a good B2C strategy, every B2B social media plan should answer the following two questions:

  1. What are the company’s business objectives?
  2. How will B2B social media marketing help achieve them?

But the similarities mostly end here. B2B and B2C social media marketers use social platforms for different purposes. B2C social media campaigns drive sales, while B2B social is more “top of funnel.” Social media goals for B2B marketers should likely focus on longer-term business objectives.

In fact, the top 3 overall goals for B2B companies are:

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  1. Create brand awareness
  2. Build trust and credibility
  3. Educate audiences

Generating sales or revenue comes in at number 8.

Those top three goals all contribute to social media B2B lead generation. Successful B2B marketers also use content marketing to nurture subscribers, audiences, or leads.

Our blog post on goal-setting can help you establish the right goals and objectives for your B2B social media plan.

Don’t forget to include internal objectives and goals within your plan. According to research published in the Journal of Business Logistics, social media can help account managers increase both product and competitor knowledge.

2. Know your audience

Your corporate structure probably caters to various client personas. Or, at least, different client categories.

For instance, a design firm might work for commercial, public, and residential customers. It likely has team members or verticals that specialize in each category.

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Your B2B social media marketing strategy should do the same. Focus on building fleshed-out buyer personas of your ideal customers. These will allow you to create social media content that speaks to real people.

Understanding your audience also means understanding which social channels they use. As a general rule, you should be where your customers are. Not sure where that might be? Start with the overall social media demographics. Then, dive into some audience research.

Almost all B2B content marketers (96%) use LinkedIn. They also rated it as the top-performing organic platform.

organic non paid social media platforms B2B content marketers used in last 12 months

Source: Content Marketing Institute

For paid social media posts, the picture for B2B social media platforms is similar but not identical. LinkedIn again comes out on top (78%). But Instagram outranks YouTube and Twitter (a.k.a. X) is down at the bottom of the pack.

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paid social media platforms B2B content marketers used in last 12 months

Source: Content Marketing Institute

Separate channels may also be relevant for different verticals, products, and markets. Depending on the industry and size of your business, you might want to consider:

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Or any other account that speaks to a specific audience within your niche. Make sure you’re delivering the information your target audience wants in the right place and at the right time.

Keep in mind that B2B social marketing will likely become even more personalized in the future. Account-based marketing (ABM) will become the norm. In ABM, sales and marketing teams work together. They personalize outreach and marketing to decision-makers at target companies.

Social media is a prime tool for ABM. For instance, social listening allows you to keep tabs on your most important prospects.

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3. Understand the competition

While you never want to copy the competition, it’s always useful to know what they’re up to. Understanding what the competition is doing helps you understand your own specific niche.

Start by benchmarking your current social media performance against your competitors. Hootsuite Analytics has a built-in benchmarking tool that shows how you stack up against others in your field.

industry benchmarking profile impressions audience growth rate and post engagement rate

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You can get an even better understanding of the competition by using social media listening to monitor their social media activities, so you can gain insights from their B2B social media examples. Such as:

  • When and how often they post
  • What kinds of voice and tone they use
  • What kind of content gets the most engagement
  • Specific customer pain points that may be unaddressed

You can use this information to guide your own social strategy. Especially before you have enough data to get meaningful insights from your own social posts. (More on that later.)

Want more details on competitor research? We’ve got a full blog post on how to conduct a competitor analysis on social media.

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4. Create a content calendar and content library

Once you understand your customers and the competition, it’s time to think about what and when you will post on social media.

First, you need to plan your content calendar: What you will post on each of your social accounts and when. Deciding on the right content mix is an important part of this step, as no one will want to follow you if all you do is promote your products. We’ve got some content ideas for you later on in this post.

A social media management platform organizes your content calendar so you can create and schedule content in advance. And 76% of the most successful B2B businesses do so.

Hootsuite’s Composer allows you to schedule all of your social media channels from one screen. You have a holistic view of your content distribution. This advance planning gives you time to use the built-in content approval workflows. Composer also recommends the best time to post on each platform based on your past performance and selected goals.

Hootsuite Composer new Twitter post Hayward School of Finance

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Hootsuite’s content library is another important feature for B2B marketers. You can use the library to store pre-approved content and brand assets.

This protects your brand identity and reputation while making life easier for all members of the content creation team.

5. Analyze and refine

​​Almost all (87%) of the most successful B2B content marketers say they measure their content performance accurately. Compare that to only 19% of the least successful.

This makes sense. How can you know how well your social content performs if you don’t measure with clear metrics and KPIs?

What metrics and data should you monitor? This depends on your business goals. You might focus on response time, impressions, engagement rate, conversions, sales, and more. The important thing is to set benchmarks and achievable goals.

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Don’t ignore barometers like customer satisfaction ratings, qualitative reviews, and your Net Promoter Score. Look at reductions in recruitment and customer support costs as well. All of this contributes to return on investment.

Be realistic about what efforts you’ll have hard numbers for and which will be trickier to quantify. Remember, just because you can measure something doesn’t always mean you should. And just because you can’t measure something (easily) doesn’t mean it’s not worthwhile.

See also  Can You Edit a Tweet? Yes, Kind Of.

Your best ally in building out a performance measurement plan is a good social media analytics tool. Hootsuite Analytics gives you one-screen access to performance data from every social network, including easy-to-understand graphics and charts.

Hootsuite Analytics performance measurement plan ROI analysis

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Speak to humans, not businesses

Remember that you’re not talking to brands – you’re talking to the people behind those brands. Likewise, they want to do business with the humans behind your brand.

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In the LinkedIn B2B Thought Leadership Impact study, 64% of executives said they prefer “a more human, less formal tone of voice” over “an even-toned, intellectual voice.”

And you’re not just talking to CEOs and purchasing officers. Younger people will move up the ranks and be making purchasing decisions within a few years. It pays to nurture relationships with industry pros at all stages of their careers.

One simple way to break out of the boardroom with your content is to get your employees involved. Tell their stories. Highlight their accomplishments. Real people make your social media presence and brand voice appear more human and boost your recruiting efforts.

Tip: You can easily build a streamlined employee social program using Hootsuite Amplify.

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Help your audience do their jobs

Think about ways you can make your followers’ (work) lives easier or more enjoyable. Provide content and resources that delight them in some way. Think how-to information, industry news, trends, tips, strategy, and so on.

Thought leadership is particularly important. 61% of decision-makers say thought leadership can be ”moderately or a lot more effective at demonstrating the potential value of its products/services compared to traditional product-oriented marketing.”

In content that does specifically promote your product, focus on how it will directly benefit the customer in real business terms. The latest Linked-in-Edelman B2B Thought Leadership Impact Report found that non-business-critical suppliers can best increase their chances of making a sale by:

  • Proving they will increase a prospect’s profit margins or minimize losses
  • Showing they can increase the likelihood of the prospect retaining customers and clients during a downturn
  • Showing they can help the prospect outperform competitors

Use humor your followers will understand

B2B social media is about starting conversations and building relationships that lead to sales in the long term. That “long term” part is key, though. Followers aren’t going to stick around if your content doesn’t interest them.

So don’t let B2B’s reputation for boring content hold you back. Humor is an import tool in your content-creation toolbox. You just have to find the right tone.

What kind of humor speaks directly to your audience? Is there an inside joke that only industry pros will understand? A pun that will amuse your followers while highlighting your product benefits? Signal to your audience that you understand social media is primarily a platform for content that entertains and delights.

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Respond to DMs and comments

If we were to highlight the most important component of a B2B social media strategy, this would probably be it. Anyone who comments on your content or sends you a DM is expressing interest in your brand. They’re practically raising their hands and shouting, “Hey! I’m a lead!”

That said, it’s easy for comments and DMs to get lost when you’re juggling multiple social platforms, each with its own inbox. A consolidated social media inbox like the one built into Hootsuite makes sure you never miss a thing.

Hootsuite Inbox also speeds up your response time by automatically routing messages through to the most appropriate person on your team. This ensures potential sales don’t get bogged down in the customer service queue.

Reduce response time (and your workload)

Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.

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B2B social media tactics and content ideas

1. Share a free resource

A free resource like a white paper or report can be a valuable way to earn the trust of your B2B social media followers. But only if the report provides quality information backed up by reliable data and research – and offers real-world suggestions for how to incorporate that information into operations.

See also  How to Create a Social Media Report [Free Template Included]

Two of the main qualities business leaders look for in thought leadership content are “robust research and strong supporting data” and “concrete guidance on how to respond to the issues or opportunities discussed.”

For example, here’s the primary and secondary data information for the Hootsuite 2023 Social Media Career Report:

Hootsuite 2023 Social Media Career Report survey and respondent data

And here are some of the ways Hootsuite shared the report on social media:

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But how much asking is too much? 🤣

All kidding aside, this is why you must ask for the damn raise already! You deserve it for so many reasons.

Discover the most convincing reasons, and build up the courage to ask with insights from our career report:

— Hootsuite 🦉 (@hootsuite) September 19, 2023

2. Crack a joke

We talked about humor earlier in this post. Here’s where the rubber hits the road. From a tongue-in-cheek play on words, to a funny meme, to a straight-up dad joke, tickle your followers’ funny bones from time to time to keep them coming back for more.

The level of humor can vary with the platform, and should be based on audience research. For instance, you can likely skew a lot more silly on TikTok than on LinkedIn.

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@artandsuchevan finds creativity in the tiniest and most unexpected places ✨

♬ original sound – Adobe – Adobe

Keep a close eye on your analytics after posting anything outside the norm for your brand to see how your audience responds. If they love it, give them more. If the response is tepid or you see an unusual number of unfollows, rethink your strategy and try a different approach to humor.

3. Join a relevant conversation

We talked about social listening above in the context of competitor research. But it’s also a great way to find conversations relevant to your industry and your brand.

Simply add relevant hashtags and industry terms to your Hootsuite streams. When you find a relevant conversation, pop in with helpful information (never a hard sell). This is all about building relationships and creating brand awareness.

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For example, when Patrick Mahomes was caught correcting an awkward grammar mistake on Twitter (shout out to the edit button!), both Grammarly and Merriam-Webster jumped in.

Patrick Mahomes grammar mistake correction on Twitter post

Source: @PatrickMahomes

The edit deserves a touchdown.🏈

— Grammarly (@Grammarly) September 12, 2023

Proud of this edit.

— Merriam-Webster (@MerriamWebster) September 12, 2023

4. Share some stats

We’ve talked about the importance of thought leadership already. Quick stats and infographics are an easy and effective way to share thought leadership on social media without requiring followers to dive deep into a long report.

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Infographics are snackable and highly shareable, meaning they can help your content spread well beyond your own social followers.

5. Empathize

Business can be tough, and you can gain a lot of brand loyalty by showing you understand the difficulties employees face. Remember, you need to win the hearts and minds of future business leaders, not just those who are making purchasing decisions today.

We hope this message finds you well. Unless you’re on PTO. In that case, we hope this message does not find you; we hope you find yourself with a fully recharged battery. 🔋

— Slack (@SlackHQ) September 19, 2023

Easily manage all your social media profiles using Hootsuite. From a single dashboard, you can schedule and publish posts, engage your followers, monitor relevant conversations, measure results, manage your ads, and much more.

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2023 Average Engagement Rates for 13 Industries [STATS]





So you’ve planned and launched a social media campaign, and waited patiently for the likes, comments, and conversions to roll in. Now you’re looking at your performance report, wondering what the numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?

Without social media benchmarks (a.k.a. average performance stats for a social platform or industry), it’s difficult to make sense of raw data. But we got you. In this post, we’ve rounded up average social media engagement rates from 13 top industries to give you a better understanding of where you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)

We’ve even included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.

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Average engagement rates (September 2023)

Below, you’ll find the latest average engagement rates (per post), broken down by industry and social network.

Where did this data come from? Our team collects and anonymously compiles data from social accounts connected to Hootsuite. Each benchmark is based on at least 100 social accounts, and no data can be traced back to any individual account.

For more benchmarks (including impressions, audience growth rate, posting frequency, and much more) and insights that will help you improve your marketing strategy, start a free 30-day Hootsuite trial and browse stats from your industry — and hand-picked competitors — in Hootsuite Analytics

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Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement

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  • Average X (Twitter) engagement rate: 1.02%
  • Average Instagram engagement rate: 2.06%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.18%
  • Average TikTok engagement rate: 0.71%

Average social media engagement rate in September 2023: Agencies


  • Average X (Twitter) engagement rate: 1.03%
  • Average Instagram engagement rate: 3.16%
  • Average Facebook engagement rate: 1.63%
  • Average LinkedIn engagement rate: 1.81%
  • Average TikTok engagement rate: 0.52%
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Average social media engagement rate in September 2023: Education

Entertainment and media

  • Average X (Twitter) engagement rate: 1.4%
  • Average Instagram engagement rate: 1.66%
  • Average Facebook engagement rate: 1.09%
  • Average LinkedIn engagement rate: 1.32%
  • Average TikTok engagement rate: 9.77%

Average social media engagement rate in September 2023: Entertainment and media

Financial services

  • Average X (Twitter) engagement rate: 0.99%
  • Average Instagram engagement rate: 1.87%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.74%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Financial services

Food and beverage

  • Average X (Twitter) engagement rate: 0.79%
  • Average Instagram engagement rate: 1.49%
  • Average Facebook engagement rate: 0.71%
  • Average LinkedIn engagement rate: 1.11%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Food and beverage


  • Average X (Twitter) engagement rate: 1.33%
  • Average Instagram engagement rate: 2.05%
  • Average Facebook engagement rate: 1.64%
  • Average LinkedIn engagement rate: 2.14%
  • Average TikTok engagement rate: 0.8%

Average social media engagement rate in September 2023: Government

Healthcare and wellness

  • Average X (Twitter) engagement rate: 0.92%
  • Average Instagram engagement rate: 2.28%
  • Average Facebook engagement rate: 1.31%
  • Average LinkedIn engagement rate: 1.61%
  • Average TikTok engagement rate: 0.75%

Average social media engagement rate in September 2023: Healthcare and wellness


  • Average X (Twitter) engagement rate: 1.18%
  • Average Instagram engagement rate: 2.47%
  • Average Facebook engagement rate: 1.61%
  • Average LinkedIn engagement rate: 2.26%
  • Average TikTok engagement rate: 0.63%

Average social media engagement rate in September 2023: Nonprofit

Real estate

  • Average X (Twitter) engagement rate: 0.81%
  • Average Instagram engagement rate: 1.5%
  • Average Facebook engagement rate: 1.01%
  • Average LinkedIn engagement rate: 1.68%
  • Average TikTok engagement rate: 0.39%

Average social media engagement rate in September 2023: Real estate


  • Average X (Twitter) engagement rate: 0.87%
  • Average Instagram engagement rate: 2.07%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.29%
  • Average TikTok engagement rate: 1.21%


Professional services and consulting

  • Average X (Twitter) engagement rate: 0.89%
  • Average Instagram engagement rate: 1.62%
  • Average Facebook engagement rate: 1.05%
  • Average LinkedIn engagement rate: 1.55%
  • Average TikTok engagement rate: 0.36%

Average social media engagement rate in September 2023: Professional services and consulting


  • Average X (Twitter) engagement rate: 1.34%
  • Average Instagram engagement rate: 1.47%
  • Average Facebook engagement rate: 1%
  • Average LinkedIn engagement rate: 1.72%
  • Average TikTok engagement rate: 0.55%
See also  Can You Edit a Tweet? Yes, Kind Of.

Average social media engagement rate in September 2023: Technology

Travel, hospitality, and leisure

  • Average X (Twitter) engagement rate: 1.32%
  • Average Instagram engagement rate: 1.7%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.47%
  • Average TikTok engagement rate: 6.01%

Average social media engagement rate in September 2023: Travel, hospitality, and leisure

Average engagement rates: September insights

1. Instagram users are the most engaged

Across almost all industries, Instagram consistently has the highest average rates compared to other social networks.

Interestingly, educational institutions generated higher Instagram engagement than any other industry in September. If you run social media for a school, college, or university and struggle to get your engagement rates up to the industry average, here are some tips that will help.

2. TikTok is a great platform for entertainment and travel-related content

Exceptionally high TikTok engagement rates suggest that short-form video is a great way to capture audience attention in these sectors. If you operate in one of these industries and haven’t started using TikTok to promote your business yet, you might be missing out! Our beginner’s guide to TikTok marketing will help you get started and connect with TikTok’s hyper-engaged community.

3. Financial services and technology have a hard(ish) time generating engagement

In general, financial institutions and tech companies appear to generate slightly lower social media engagement compared to other sectors — on every social media platform except for LinkedIn. This might be because these industries deal with complex and technical topics that can be challenging to engage a broad audience.

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Remember: It’s not a product or service that makes something seem “boring” — it’s bad marketing. You can create engaging social content even if your industry has a boring reputation. Not sure how? Check out these blog posts for inspiration:

4. The food and beverage industry wins on Instagram

Restaurants and other food-related businesses see high engagement on Instagram — which makes perfect sense, considering the platform’s focus on visual content (and its users’ obsession with posting pictures of their meals).

See also  How to Create a Social Media Report [Free Template Included]

Free engagement rate calculator

Ready to compare your performance to industry benchmarks? Use this free tool to find out your engagement rate by post.

Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the posts that were part of the campaign.

Engagement rate calculator

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If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.

Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite’s social media analytics tool collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.

Start free 30-day trial

With Hootsuite Analytics, you can also:

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  • Find out when your audience is online
  • Get personalized recommendations for your best times to post for each of your accounts
  • Easily view industry benchmarks and see how you compare to competitors

Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.

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See how you perform against competitors, get actionable insights, and become the best in your space with Hootsuite Analytics.

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How To Save Tons of Time With Instagram Auto Reply





Responding to messages quickly is a huge part of social media customer service—and it’s no different whether you’re dealing with messages on Facebook, Twitter, LinkedIn, or Instagram. Luckily, Instagram has an easy-to-use option that can cut down on your team’s time responding to questions.

With Instagram auto reply, you can easily set auto-responses to common questions and messages. This feature cuts down on the time your social media support team needs to spend monitoring and replying to customers.

In this article, we’ll talk more about the Instagram auto reply feature, how it can be used, and a few message examples for inspiration.

Bonus: Get a free, easy-to-use Customer Service Report Template that helps you track and calculate your monthly customer service efforts all in one place.

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What is Instagram auto reply?

Instagram auto reply is a feature available in your Instagram message settings that allows you to send automatic responses to frequently asked questions.

For example, if you regularly get a question like, “Do you offer free shipping?” your team can set up an auto reply that will answer the question instantly rather than forcing the customer to wait for a real person to respond.

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There are a few different ways you can do this:

  • Instagram tools: Set automatic responses for frequently asked questions or craft canned messages that your team can easily send out via Instagram DM.
  • Meta Business Suite: Set up messaging automations for both Instagram and Facebook.
  • Third-party inboxes: Use tools like Hootsuite Inbox to easily monitor and manage your Instagram direct messages and comments.

Learn more about how a social inbox like Hootsuite’s can help streamline your social media communication in this video:

There are several ways to take advantage of Instagram’s auto reply feature. Here are just a few types of automated responses you might consider setting up:

  • Welcome messages
  • Away messages
  • Frequently asked questions
  • Share contact information
  • Share business hours of operation
  • Provide shipment and payment details
  • Offer discounts
  • Explain wholesale pricing information
  • Tell customers how to handle issues with their orders
  • Share links to additional resources

Pros and cons of using Instagram auto reply

So why use Instagram auto reply? Is it the best option for creating automated responses and freeing up your team’s time? As always, it depends on your needs.

Let’s cover some basic pros and cons to help you decide.


  • Make a good impression. Instagram shows your followers how quick your team is to respond. A faster response time is a better look for your business.
  • Answer questions before they’re asked. Create an auto-responder that gives your customers a clear idea of when they can expect to hear from a real person—unless your auto replies can give their answer immediately.
  • Save your team time. Stop writing the same reply over and over again. Automated messages give your team more time for escalated messages and other customer support issues.
  • Never miss a message. You don’t have to worry about time zones when you enlist auto reply. Even when your team isn’t working, customers can get answers as soon as they send a message.
See also  How to Use Snapchat: A Guide for Beginners


  • Only for Instagram and Facebook. Instagram/Meta’s built-in features only work for these two platforms. You’ll have to enlist the help of external tools for other social media platforms—don’t worry, we’ve got more on that below.
  • You have to connect your Facebook and Instagram pages. In order to access some of the more advanced tools, you must use Meta Business Suite, so you’ll have to connect your Facebook and Instagram pages.

Reduce response time (and your workload)

Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.

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15 Instagram auto reply message examples

Not sure what types of auto replies to set for your Instagram messages? Here are 15 examples to help inspire you.

Welcome message

Send one of these options to all new incoming Instagram DMs whenever your team is unavailable for a quick response:

  • Thank you for getting in touch! Our team is available from 10am-3pm CT. We’ll get back to you within those hours!
  • Hey there—thanks for reaching out! Your message is important to us. Someone on our team will get back to you within the next 12 hours.
  • Sorry we missed you! Our team is currently unavailable, but we’ll be back around 8am GMT.

Basic business information

Use one of these when someone messages you on Instagram to ask about hours of operation or contact information:

  • Our hours of operation are 11am-11pm ET Monday through Saturday.
  • To get in touch with a representative directly, please give us a call at [###-###-####].
  • To learn more or request a demo, email us at
  • Our offices are located at 1234 Business Street.

Frequently asked questions

Here are a few common questions and answers you might want to incorporate into your Instagram auto replies.

How long does shipping take?

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  • You can expect your items to arrive within 3-5 business days of your order.

How can I cancel my plan?

  • To cancel, go to the “Account” section of your dashboard and find the “Cancel plan” button.
  • We’re sad to see you go! To cancel, please call one of our representatives directly at [###-###-####] or send an email to

Do you offer any discounts?

  • We love that you asked! Use promo code INSTA for 10% off your purchase.
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What services do you offer?

  • We offer accounting services for small businesses.

How much do your services cost?

  • We work on a monthly retainer basis. Packages start at $1,000/month and go up to $15,000+ depending on your needs.

Are you taking new patients?

  • Yes, please head to our website to fill out the form for new patients.
  • Unfortunately, our therapists are fully booked at the moment. Please check back next quarter to see if any spots have opened up.

There are two ways to set up auto replies on Instagram. The first is pretty easy—do so right inside the Instagram app. The second involves digging into the Automations option in Meta Business Suite.

We’ll walk you through each process.

How to set up auto replies via the Instagram app

First, open the Instagram app. Tap the messages icon in the top right corner of the home feed. Then, tap on the ellipses in the top right corner of your messages dashboard and select Tools.

Select Tools in the top right corner of your messages dashboard.

Here, you can set either saved replies (canned responses your team can tap on to send manually) or auto replies for frequently asked questions.

The Tools section of Instagram settings include response suggestions, saved replies, frequently asked questions, and message controls

Tap on Frequently asked questions to access the auto reply feature. Instagram will typically include a few starter questions. You can customize these or use them as is—just add answers.

Add as many questions as you want. You can even show these questions in chat, so customers who want to message you have options to choose from.

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How to set up auto replies in Meta Business Suite

If you have your Facebook Business Page set up and optimized and your Instagram business profile connected, you can use Meta Business Suite to create automations like this.

First, head over to your Facebook Business Page, then click on Meta Business Suite in the left-hand sidebar.

The back end of Facebook/Meta Business Suite

You’ll then be taken to the Meta Business Suite dashboard. From here, click on Inbox in the right-hand sidebar.

The left hand sidebar of Meta Business Suite shows Inbox (among other options)

This inbox section will hold all messages and comments from Facebook, Instagram, and WhatsApp. If you’re looking for a single place to manage these, Business Suite is a great place to do so. The biggest downfall is that those are the only platforms you can monitor here (more on that later).

To set up your auto-reply messages, click the atom icon to access Automations.

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The automations option is highlighted in the top right of the Inbox screen

Here, you can set up a number of automations relating to your direct messages across all of Meta’s platforms. If you haven’t previously set up Frequently asked questions, it will appear as one of the Suggested for you options. Click on it to get started.

The Inbox Automations menu shows suggested options, including Instant Replies and Away Messages

Select your Instagram account from the list of places you want to turn this automation on. Then, start adding questions. You can preview them in the left-hand sidebar.

See also  Customer Experience Management Explained [11 Top Tips]

The edit automation screen in Meta Business Suite allows you to write your own text for an Instagram auto reply

Once you’re done, click Save changes and toggle this automation into the On position. And voila! You’ve got your frequently asked questions set up.

Other automations you can create are:

  • Away messages
  • Instant replies
  • Follow ups

How to auto-respond to messages and comments on Facebook, Instagram, X, and LinkedIn

We mentioned that Meta Business Suite is great for managing your messages and comments on Facebook and Instagram. But if your brand uses other platforms, like X (formerly known as Twitter) and LinkedIn, you’ll need additional support.

Good news—you’re in luck! With Hootsuite’s Social Inbox, your entire social media and customer support team can monitor, manage, and respond to messages across all social media platforms in one space.

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Hootsuite Inbox

You can store information about various customers so you never start a new interaction as strangers, helping customers feel seen and valued. Assign messages and interactions to certain team members so the most-equipped person can handle each specific issue.

Use Hootsuite Inbox as your social media help desk, resolving messages as soon as they’ve been responded to and keeping notes on customer issues.

Hootsuite Inbox

Create auto-responders for every social media platform you manage with Hootsuite.

Book a free Hootsuite demo and try Inbox today

Why should you use Instagram auto reply?

Instagram auto reply is a great way to minimize wait time for frequently asked questions. If you know common questions your audience has, and there’s a set answer you can provide, set it as an auto-response.

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This saves your team time and ensures your Instagram followers don’t have to wait for a response.

How do you turn Instagram auto reply off?

There’s no quick on-off toggle for Instagram auto reply. Instead, you’ll have to go into your Instagram messaging tools and remove any frequently asked question responses you’ve input.

What is a saved reply on Instagram?

A saved reply is a similar tool to auto replies. Instead of sending instantaneously, though, saved replies are simply stored in your Instagram messaging settings for your team to manually send out. This works if the question someone asks has different answers depending on the time of year. You can save replies for a quick response, but you don’t want to have the response be automatic.

Keep your customers happy with faster message responses, thanks to Hootsuite. Respond to questions and complaints, create tickets from social conversations, and work with chatbots all from one dashboard. See it in action.

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Save time on social messaging with automated responses, smarter workflows, and friendly chatbots — all in the Hootsuite Inbox.

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