How have you learnt in case your social technique is working? Is a mean of 15 feedback per publish a win, or is it simply common? And when is the most effective time to publish your content material?
There isn’t any common reply — all of it is dependent upon elements like your sector, the platforms you’re utilizing, your viewers demographics, and extra.
That’s the place social media benchmarks are available. These numbers provide a transparent view of what’s regular on your {industry} when it comes to engagement and progress, serving to you perceive how your outcomes evaluate.
Learn on for the latest social media benchmarks and stats particular to the federal government sector that can put your efficiency into perspective. On this publish, we break down the latest accessible knowledge (collected in This autumn of 2024).
Psst: When you seize your benchmarks, head to our information to utilizing social media for citizen engagement to learn the way to motion these insights.
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Beneath, you’ll discover suggestions for the most effective instances to publish on Fb, LinkedIn, and X (previously Twitter) for max engagement.
Be aware: Time of day was localized throughout 118 international locations the place pattern knowledge got here from, i.e. the graphs are correct throughout time zones.
Finest time to publish on Fb
In line with our analysis, Fb engagement is sort of constant all through the week for presidency organizations. That mentioned, content material posted on the weekends tends to do notably nicely: 9 am to 12 pm on Sunday, 9 am to 11 am on Saturday, and 4 pm to six pm on Saturday are the candy spots.
Finest time to publish on LinkedIn
Mid-day is usually the most effective time to publish on LinkedIn in authorities. Posts revealed round 2 pm on Monday, 10 am on Tuesday, and 11 am on Saturday appear to generate the best engagement.
Finest time to publish on X (Twitter)
The very best instances to publish on X for presidency establishments are:
9 am to 11 am on Mondays
11 am to 1 pm on Tuesdays
9 am to 12 pm on Thursdays and Fridays
Each authorities company and official’s excellent posting schedule is exclusive, and you need to check completely different posting frequencies to seek out out what works finest on your viewers. That mentioned, these industry-specific stats will assist you to discover a data-informed place to begin.
Our analysis discovered that in This autumn of 2024, authorities establishments posted on LinkedIn extra typically than on different social platforms — a mean of over 13 instances every week. Instagram sits on the other aspect of the size with below 5 weekly uploads.
Beneath, you’ll discover network-specific knowledge that illustrates how posting frequency corresponds to general engagement charges.
On Fb, efficiency is dependent upon the content material you publish greater than it does on how typically you publish. Establishments that posted 10-12 instances every week have seen comparable engagement charges to these posting a mean of solely as soon as per week.
The identical goes for Instagram. Organizations that posted twice every week registered engagement just like these posting 5 instances every week.
On LinkedIn, 3 posts every week had been the candy spot for engagement in This autumn of 2024.
Common engagement charges in authorities
Questioning in case your engagement charges are excessive sufficient? Listed here are the {industry} averages throughout all main social networks as of December 2024:
LinkedIn: 3.9%
Instagram: 3.1%
Fb: 2.1%
X: 1.8%
Completely different social networks provide completely different content material codecs — however how do you determine which ought to dominate your content material combine?
Right here’s what our analysis says.
On Fb, album posts generated essentially the most engagement — adopted by posts with hyperlinks, movies, and particular person pictures.
Instagram customers had been almost certainly to work together with carousels, adopted by common photograph posts.

On LinkedIn, posts with movies outperformed posts with pictures, common standing updates, and hyperlinks.
Follower progress charge within the authorities sector
In case your social media technique revolves round rising your viewers, be sure to’re setting real looking objectives. Right here is how different authorities profiles did in This autumn 2024:
LinkedIn: 0.49%
Instagram: 0.38%
X (Twitter): 0.02%
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