Q2 2026 Report: Organic

April 2026

Prepared by Trellist

INTERNAL - NI CONFIDENTIAL

Agenda

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• Executive Summary
• Key Learnings and Recommendations
• Q2 Social Metrics
• Q2 in Review
• Organic
• Boosted
• Moderation
• Industry Trends & Platform Updates
• Competitor Follower Updates

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Executive Summary

Key Learnings & Recommendations

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Organic Key Learnings + Recommendations

LEARNING

RECOMMENDATION

Engagements increased +52.3% QoQ, driven by a combination of high-performing event and narrative content (e.g., NI Days recaps) and strong interaction volume from Tier 1 product launches and webinar posts, indicating that different content types drive engagement in different ways.

Scale event and narrative content to drive high engagement rates, while continuing to leverage product launches and webinars for reach and interaction, with added storytelling to increase engagement efficiency.

While impressions and clicks increased throughout the quarter, engagement rate declined from 1.83% in January to 1.67% in March (-7% MoM), indicating that broader distribution reduced content relevance. This trend was consistent across LinkedIn and Facebook, where high-reach posts (e.g., webinars, event promotions) underperformed in engagement.

Balance content strategy by aligning posts to specific objectives—optimize some for reach (awareness) and others for engagement (interaction). Increase targeting and relevance in high-reach campaigns to improve efficiency.

Across channels, event recaps, cultural moments, and community-driven content drove the highest engagement. On LinkedIn, NI Days Germany Recap (~4.6% ER) and NI Days Italy Recap (~3.7% ER) significantly outperformed baseline content (~1.8% ER), with similar patterns observed on Facebook and Instagram.

Prioritize recap content, behind-the-scenes storytelling, and event-driven moments across channels. Reduce standalone promotional posts and integrate campaign messaging into narrative-led, community-centered formats.

On YouTube, Tier 1 product launch content drove strong engagement and scale. NI Nigel™ AI in NI LabVIEW 2026 Q1 generated 2.8M+ views with 44.9% average viewed, while Scope It Out: 4 New Affordable PXI Products achieved ~52.7% average viewed, reinforcing that new product introductions resonate strongly with the audience. In contrast, longer technical content such as Man-in-the-Middle Automotive Ethernet Fault Injection (~14% viewed) saw earlier drop-off, indicating that complexity and length impact sustained engagement.

Prioritize Tier 1 launch content and product storytelling that highlight innovation and real-world value. Expand reach by incorporating YouTube Shorts to drive discovery into longer-form videos, and continue breaking complex technical topics into shorter, modular formats with strong hooks early to improve retention and completion rates.

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Q2 in Review

Performance Overview

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Q2 vs. Q1 2026 Organic Totals*

*Inclusive of LinkedIn, Facebook, Instagram and X. YouTube metrics excluded from cross-channel metrics. All YouTube metrics are viewable on YouTube-specific slides.

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Q2 Totals by Month

*Includes LinkedIn, Instagram, Facebook and X

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Q2 Organic Totals by Channel

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YTD Trends Over Time: Engagement Rate

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Facebook

Performance Overview

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Trends Over Time: Facebook Followers - Default Page

*A glitch in Khoros Marketing resulted in spikes on two days

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Organic - Facebook

Performance by Total Engagements*

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Top Post: 718 Engagements �[49 reactions, 1 shares]

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Bottom Post: 1 Engagement

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*Top and Bottom content reflects globally targeted content only.

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Organic - Facebook

Performance by Engagement Rate*

Top Post: 2.46% ER

Top-performing posts (~2.0–2.5% ER) were culture-driven, outperforming the ~0.8% average by roughly 3x.

• Event & culture content drove the highest engagement (2–3x avg)
• #NI50 (2.46% ER) and National Inventors Day (2.02% ER) significantly outperformed the ~0.8% average
• Reinforces that milestone and people-first content drives the strongest interaction
• Recommendation: Prioritize cultural, community, and milestone-driven storytelling to maximize engagement.

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• Format + storytelling matters more than reach
• National Inventors Day (2.02% ER) exemplifies how visual, narrative-led content outperforms standard promotional formats
• Strong performance driven by storytelling, not just subject matter
• Recommendation: Focus on visual, story-driven formats (multi-image, people-first content) for key moments.

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• High reach ≠ high engagement (efficiency gap)
• #NI50 (2.46% ER) outperformed high-reach posts like NI Connect 2026 (0.23% ER)
• Demonstrates that targeted, relevant content drives stronger interaction than broad distribution
• Recommendation: Balance reach and engagement by prioritizing high-relevance content designed for interaction.

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Bottom Post: 0.3% ER

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*Top and Bottom content reflects globally targeted content only.

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Instagram

Performance Overview

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Trends Over Time: Instagram Followers

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Instagram Reels

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Organic - Instagram

Performance by Total Engagements*

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Top Post: 111 Engagements

[101 likes, 5 comments, 5 saves]

Bottom Post: 4 Engagements

[4 likes]

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*Top and Bottom content reflects globally targeted content only.

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Organic - Instagram Reels

Performance by Total Engagements*

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Top Post: 127 Engagements

[86 likes, 5 comments]

Bottom Post: 6 Engagements

[6 likes]

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*Top and Bottom content reflects globally targeted content only.

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Organic - Instagram

Performance by Engagement Rate*

Entertainment and event recap content drove Q2 performance, while product and promotional posts lagged in engagement efficiency.

• Entertainment & culture content drove the highest engagement (2–3x avg)
• Life Without NI (5.79% ER) and Valentine’s Day (3.88% ER) significantly outperformed the ~2–2.5% avg ER, proving that humor, nostalgia, and culturally relevant moments drive the strongest engagement.
• Recommendation: Scale personality-driven, entertainment-led content to make technical topics more engaging and shareable.

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• Event recap content outperforms event promotion
• NI Days Italy Recap (3.83% ER) and NI Days Germany Recap (2.84% ER) outperformed event promotion posts like NI Connect (~1.1%–1.9% ER) by up to 2–3x, showing that real-world, in-the-moment content resonates more than announcements.
• Recommendation: Prioritize recap and behind-the-scenes content over standalone promotional posts.

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• Product content underperforms without storytelling
• Posts like NI USRP X420 (0.80% ER) and Nigel AI Press Release (0.70% ER) fell well below average, indicating feature-led and announcement-driven content is less engaging on Instagram.
• Recommendation: Reframe product content through use cases, storytelling, and creative formats rather than feature-heavy messaging.

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Top Post: 111 Engagements

[101 likes, 5 comments, 5 saves]

Top Post: 127 Engagements

[86 likes, 5 comments]

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*Top and Bottom content reflects globally targeted content only.

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LinkedIn

Performance Overview

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Trends Over Time: LinkedIn Followers

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LinkedIn Newsletter - Organic Only

*Article views & subscribers reflected here include boosted and organic as LI doesn’t break them out.

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LinkedIn Newsletter - Boosted

In Q1, the November issue of The Edge was promoted to a different audience, which inflated performance metrics. In Q2, the audience targeting was corrected.

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Boosted newsletter performance in Q2 declined compared to Q1, despite consistent investment and an increase in the number of promoted newsletters. While spend remained stable (approximately $4,000 per quarter), engagement and click activity decreased.

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Q1 performance was likely influenced by the AI-focused topic, which generated higher interest and engagement, while Q2 content such as Software-Defined Testing represents a more established capability that typically drives more normalized engagement.

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Overall, the difference appears to be driven by both the distribution of budget across multiple newsletters and variations in topic demand and audience interest, rather than changes in campaign execution.

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Organic - LinkedIn

Performance by Total Engagements

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Top Post: 420

[18,306 impressions, 409 likes, 22 shares]

Bottom Post: 1 Engagements

[1395 impressions, 1 like]

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*Top and Bottom content reflects globally targeted content only.

*This reflects highest total organic engagements, excluding the boosted newsletter post.

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Organic - LinkedIn

Performance by Engagement Rate*

Event & cultural moments drove highest engagement (2–3x baseline)

• NI Days Germany Recap (~4.62% ER) led performance, followed by NI Days Italy Recap (~3.74% ER) and Pi Day (~2.91% ER).
• These posts consistently outperformed other content types on interaction.
• Recommendation: Pilot event-in-feed coverage (speaker quotes, live takeaways, multi-post storytelling).

Product launches and webinar content drove strong engagement aligned to their objectives

• The PXI Launch generated high interaction volume (213 reactions, 40 reposts), indicating strong awareness and shareability for a Tier 1 product announcement
• The NI DAQ Webinar delivered strong engagement (138 reactions, 5 comments), with comment activity signaling active audience interest and consideration
• These posts drove different types of engagement than event or narrative content, but performed effectively within their intended goals
• Recommendation: Align content evaluation to objective—optimize product launches for reach and amplification, and webinar content for clicks and consideration. Integrate stronger narrative elements where possible to further increase interaction.

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*Top and Bottom content reflects globally targeted content only.

Top Post: 4.62% ER*

*This reflects highest total organic engagements, excluding the boosted newsletter post.

Bottom Post: 0.28% ER*

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X

Performance Overview

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Trends Over Time: X New Followers

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Organic - X/Twitter

Performance by Total Engagements*

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Top Post: 16 Engagements �[9 likes, 2 replies, 2 retweets]

Bottom Post: 0 Engagement �[0 likes]

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*Top and Bottom content reflects globally targeted content only.

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Organic - X/Twitter

Performance by Engagement Rate*

Q2 performance plateaued on X, highlighting the need to evolve beyond promotional content and introduce more differentiated, conversation-driven formats.

Performance has plateaued (no breakout growth)

• Top post peaked at 7.73% ER, with most content clustered at ~3–6% ER.
• Unlike Q1, no posts significantly exceeded baseline performance.
• Recommendation: Introduce new content formats and real-time engagement tactics to unlock incremental growth.

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Content lacks differentiation (similar performance across topics)

• Product, event, and promotional posts all delivered similar ER ranges, indicating limited content distinctiveness.
• Recommendation: Develop distinct content pillars for X (e.g., industry POVs, reactive content, engineering insights) to create clearer audience value.

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Promotional content limits engagement potential

• Webinar and product promo posts consistently sat at the lower end (~3% ER), pulling down overall performance.
• Recommendation: Reduce reliance on broadcast-style promotion and shift toward conversation-driven content to increase interaction.

Top Post: 7.73% ER

Bottom Post: 3.9% ER

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YouTube

Performance Overview

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Trends Over Time: YouTube Followers

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YouTube KPIs

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YouTube Top Performers by Views & Audience Retention - YouTube Shorts

Organic Views: 207

Average View Duration: 00:00:35

Audience Retention Notes: This Short garnered 207 views in Q2 and achieved 45.5% retention rate.

Organic Views: 3,171

Average View Duration: 00:01:22

Audience Retention Notes: This Short garnered 3,171 views in Q2 and achieved 49.7% retention rate.

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YouTube Top Performers by Views & Audience Retention - Long Form Video (Organic)

Views: 1,228

Average View Duration: 0:06:13

Notes: This video generated 1,228 organic views with a 6:13 average view duration (~20.6% retention), demonstrating strong watch time and sustained engagement for longer-form product content.

Views: 8,416

Average View Duration: 0:00:31

Notes: The video generated 8,416 organic views during Q1 2026 with a 31-second average view duration (~18.8% retention), yet still ranked as a top performer, reinforcing that AI and workflow automation topics resonate strongly with NI’s audience.

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YouTube Bottom Performers by Views & Audience Retention

Views: 25

Average View Duration: 00:00:42

Audience Retention Notes: This video generated 25 organic views with a 0:42 average view duration (~33.3% retention), indicating moderate engagement but limited reach for this specific configuration topic.

Views: 19

Average View Duration: 00:00:46

Audience Retention Notes: This video generated 19 organic views with a 0:46 average view duration (~25.0% retention), reflecting low reach and lighter engagement overall.

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Organic - YouTube Competitor Followers

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*Top and Bottom content reflects globally targeted content only.

*As of 12/31/25

**As of 04/9/2026

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YouTube - Boosted

Performance Overview

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YouTube - Boosted

YouTube - Boosted

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Four New Affordable NI PXI Products (US + India)

Goal: Video Views

Video Views: 1,117,862

Cost per view: $0.004

NI Nigel AI in NI Labview (US + India)

Goal: Website Visits

Website Visits: 234,030

Cost per visit: $0.021

Subscribe to NI Apps Today

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Goal: Audience Growth

New Suscribers: 13,833

Cost per subscriber: $0.823

*Note, we are only targeting US, Germany, UK, and Canada.

Boosted YouTube Top Performers by Audience Retention (Source YT Studio)

Four New Affordable NI PXI Products (US + India)

Goal: Video Views

Video Views: 1,117,862

Cost per view: $0.004

Audience Retention Notes: Engagement remained strong throughout the video, with viewers watching nearly the full length on average (88.80% viewed). Completion rates were also high, with 42% of viewers watching the video to the end, indicating sustained attention and effective message delivery. Additionally, 88.1% of viewers were new to the channel, demonstrating the video’s effectiveness in reaching and engaging new audiences.

YouTube - Boosted

Performance Recap (Source YT Studio & Google Ads)

• Video Drove More Efficient Scale�With a 50% increase in spend, impressions grew 42% and views surged 276%, while CPV dropped 58% to $0.008—highlighting stronger efficiency driven by optimization and testing.�Recommendation: Continue scaling video while expanding creative variations (formats, messaging, thumbnails) to sustain efficiency gains.

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• Subscriber Growth Impacted by Testing Phase�Subscribers increased 28% (10,869 → 13,874), while cost per subscription rose from $0.45 to $1.05 as vertical video formats were tested in place of horizontal creative.�Recommendation: Continue format and messaging testing to improve cost efficiency while maintaining growth.

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• Traffic Remains the Most Stable Growth Driver�Website visits grew 16% (201,816 → 234,030) while maintaining efficient costs, reinforcing traffic as a reliable driver of scalable performance.�Recommendation: Maintain investment in traffic campaigns as a consistent and efficient growth lever.

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• Diversification Supporting Multi-Objective Performance�Q2 campaigns delivered 234,030 visits, 13,874 subscribers, and 1.8M+ views, with performance reflecting a balanced mix of awareness, engagement, and conversion efforts.�Recommendation: Continue a diversified campaign mix, optimizing performance within each objective rather than relying on blended efficiency metrics.

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• Strong Retention Signals Opportunity to Drive Action�Audience retention remained exceptionally high, with 88.8% average watch time, 42% completion rate, and 88.1% new viewers—indicating strong content relevance and audience expansion.�Recommendation: Integrate more conversion-focused messaging and CTAs to better capture engaged audience demand.

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V

Top Post by Video Views: 1,117,862

Top Website Visits: 234,030

Moderation

Moderation Overview & Wins

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Q2 Moderation Overview

1,785 Inbound Items | -6.7% decrease QoQ (1,914)

1,446 Responses | +3.1% increase QoQ (1,403)

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• Q2 saw a slight decline in inbound volume (-6.7% QoQ), totaling 1,785 items, while responses increased to 1,446 (+3.1% QoQ). This resulted in a higher response rate and improved moderation efficiency, indicating stronger handling of inbound engagement.
• LinkedIn remained the primary driver of moderation activity, accounting for the vast majority of both inbound volume and responses (~80%+ share). This reinforces its role as NI’s central channel for audience interaction and community management.
• The decline in inbound volume may indicate a reduction in audience-initiated interactions or fewer high-response-triggering posts compared to Q1. Despite this, response output increased, highlighting improved moderation consistency and responsiveness.

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• By Channel:
• LinkedIn: 96% response rate (1,383 / 1,440)
• Facebook: 17% response rate (30 / 174)
• Instagram: 22% response rate (24 / 108)
• YouTube: 14% response rate (9 / 63)

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Moderation Wins

• Moderation efforts in Q2 delivered ~81% response coverage (1,446 responses / 1,785 inbound), with interactions remaining overwhelmingly positive and brand-driven (174 positive, 120 brand-related mentions; minimal negative sentiment).
• LinkedIn accounted for ~80%+ of inbound activity, reinforcing its role as NI’s primary channel for high-value audience engagement.
• Inbound volume peaked Tuesday mornings (7–8am), indicating a consistent window of heightened audience activity and an opportunity to align moderation coverage with peak engagement hours.

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Industry Trends

Platform Updates

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Social Platform Updates

• Instagram: In March, Instagram began testing the ability to add clickable external links directly in post captions. This trial is currently limited to Meta Verified subscribers, who reportedly can include up to 10 clickable links per month in captions.

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• X: Through Q2, X has been increasingly using AI‑driven feed ranking and personalization, prioritizing relevance and engagement over chronological posting, meaning brands must optimize for AI curation.

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• LinkedIn: Began rolling out a new AI‑powered algorithm using large‑language models (LLMs) in March. This algorithm prioritizes intent, deep relevance, and authentic professional content over superficial engagement signals, meaning brands must focus on meaningful insights and consistency rather than trends or engagement hacks to reach their audience.

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• Facebook: Facebook’s organic distribution algorithm was updated in March to show AI‑recommended content from accounts brands don’t follow in ~30% of people’s Feeds, meaning brands now have a bigger opportunity to reach new audiences if their content earns relevance signals like watch time and meaningful engagement.

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Q2 Followers

NI + Competitors

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Followers and Subscribers

NI maintains the second-largest audience at 810K followers, but growth (+0.68%) lagged behind competitors such as R&S (+4.50%) and dSPACE (+4.64%), indicating faster momentum among smaller players.

*Facebook numbers are total page followers, rounded

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Thank You!

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Appendix

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Channels Reviewed

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Channels Reviewed

Click = Link click that redirects fan to website

CPC (Cost per Click) = Cost / Clicks

CPM (Cost per Thousand Impressions) = (Cost x 1000) / Impressions

CPR (Cost per Result) = Cost / Result

CTR (Click Through Rate) = Clicks / Impressions

LPVR (Landing Page View Rate) = Landing Page Views / Impressions

CPLPV (Cost per Landing Page View) = Cost / Landing Page Views

Facebook Engagements = Likes + Comments + Shares + Video Views + Link Clicks

Adj. FB Engagements = Shares + Comments + Reactions

Twitter Engagements = Clicks + Retweets + Likes + Follows + Replies

Adj. Twitter Engagements = Retweets + Likes + Replies

LinkedIn Engagements = Likes + Comments + Shares + Clicks + Follows + Other Clicks + Leads

Adj. LinkedIn Engagements = Likes + Comments + Shares

Engagement Rate (ER) = Engagements / Impressions

Impressions = Number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post.

Result Rate (RR) = Results / Impressions

InMail Specific Definitions

• Opens = Results
• Sends = Impressions
• CPS (Cost per Send) = Cost/Send
• CPO (Cost per Open) = Cost/Opens
• CTR = Clicks/Opens

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Leads Metric Definitions

• Leads = Results
• CPL (Cost per Lead) = Cost/Leads
• Lead Rate = Leads/Impressions

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