Sharing your efficiency knowledge with out together with industry-specific social media benchmarks is like placing on a play with out setting the stage. Certain, individuals will get what you’re saying, however they’ll most likely come to their very own conclusions in regards to the larger image.
Trade benchmarks present the context wanted to inform a richer story about your social media advertising technique.
Use knowledge from Sprout’s 2025 Content material Benchmarks Report back to uncover alternatives to fine-tune your technique in a approach that resonates along with your audience. Earlier than diving into the info, hold studying to be taught extra in regards to the metrics, why they matter and how you can use them to make 2025 your greatest 12 months but.
What’s a social media benchmark?
A social media benchmark is a efficiency customary that enables social media groups to evaluate and evaluate the effectiveness of varied methods and campaigns. Entrepreneurs usually use benchmark knowledge to create lifelike social media targets.
Groups can evaluate their outcomes in opposition to three various kinds of social media benchmarks: {industry} benchmarks, aggressive benchmarks and private benchmarks.
What to measure in 2025: Social media benchmarks by {industry}
The Content material Benchmarks Report analyzed greater than 3 billion messages from over 1 million public social profiles that have been lively between February 1, 2024 and January 31, 2025. It additionally pulled insights from client surveys throughout the US, UK and Australia. The objective? To uncover {industry} benchmarks on three particular areas: posts revealed, inbound engagements and outbound engagements.
Right here’s an in depth breakdown of every metric, together with benchmark knowledge from the three most lively industries for every metric. Obtain the report for a full take a look at the info.
Obtain The 2025 Content material Benchmarks Report
Posts revealed
Posts revealed is a simple metric that measures the variety of posts revealed throughout accounts throughout a particular interval. Though it could appear easy, it’s usually on the basis of a profitable social media technique.
Narrowing in on posts revealed helps you reverse engineer the publishing quantity wanted to achieve sure impressions, engagements and engagement charges. With knowledge informing your social media targets, determining how you can attain them is only a matter of reviewing your earlier efficiency experiences.
Manufacturers revealed a median of 9.5 social posts per day throughout networks in 2024—a slight dip from 2023. It’s an indication that manufacturers can pull again on quantity and focus extra on creating higher-quality content material.
That mentioned, not each {industry} is slowing down. Shopper-facing industries, particularly, proceed to publish at a lot larger charges. These embrace:
Media (64 posts revealed per day, up from 43)
Leisure, sports activities and recreation (31 revealed posts per day, up from 26)
Meals and beverage (8 revealed posts per day, up from 7)
To be honest, these industries have an edge over the remainder. It’s a lot simpler for a consumer-facing model to align its content material to tendencies, occasions and even cultural moments. Simply take a look at how efficiency attire model Hoka hopped on the Severance-inspired “innie vs. outie” pattern on TikTok.
This technique nonetheless works, even in case you’re not within the B2C house. Subsequent time your corporation has one thing enjoyable on the calendar, take a look at the occasion via a social-first lens to get extra mileage out of your presence.
Inbound engagements
On this report, you’ll discover two completely different inbound social media engagement benchmarks: common inbound engagements on content material per day and common each day inbound engagements per publish.
Breaking these numbers down by day and publish helps validate the success of your general technique and particular person posts. This granularity is essential to measuring the success of massive swings in your social artistic and duplicate.
In 2024, manufacturers noticed a 20% leap in common inbound engagements, climbing from 70% in 2023 to 83%. Common each day inbound engagements per publish additionally grew by 17%, rising from 12 to 14.
After all, the extra you publish, the extra probabilities your viewers will get to have interaction. For that cause, industries that constantly surpass publishing benchmarks additionally obtain the next quantity of inbound engagements.
Industries that obtain a proportionally larger quantity of inbound engagements per publish in comparison with their publishing cadence embrace:
Laptop {Hardware} (34)
Shopper Product Manufacturing (33)
Banks (27)
Outbound engagements
In 2025, outbound engagements will make or break your social technique.
Individuals are flocking to closed communities for a extra tailor-made on-line expertise. To stay aggressive on this new social media panorama, manufacturers must double down on proactive advertising. Constructing 1:1 relationships on social isn’t a trick for in a single day development, however it’s a controllable and sustainable path towards long-term rewards.
This marks a large shift in conventional model social methods. In 2024, the typical variety of outbound engagements throughout all industries held regular at simply 2 per day. This reveals that outbound efforts are nonetheless an enormous development alternative for manufacturers trying to construct stronger two-way relationships with their audiences.
Some industries, nonetheless, are already main the best way on the subject of proactive engagement:
Telecommunications (21 outbound engagements per day)
Banks (21 outbound engagements per day)
Leisure, sports activities & recreation and Transportation (14 outbound engagements per day)
Monetary companies firms like MasterCard use outbound engagements to help their model consciousness efforts. For instance, the model just lately collaborated with Web3 model 9dcc on a golf-themed capsule assortment and responded to X customers who shared snaps of the gear.
Social media engagement benchmarks throughout social networks
One-size-fits-all social media methods are a factor of the previous. Between ongoing community fragmentation and the rise of latest content material codecs, groups should create bespoke methods that account for the nuances of every platform.
Each social media community has its tendencies and communication norms, which influence how shoppers work together with manufacturers in these areas. Segmenting your social media benchmark knowledge by community is a strong approach to make sure that expectations align with person preferences.
In keeping with the 2025 Content material Benchmarks Report, Meta platforms proceed to paved the way when it comes to exercise. Engagements on Fb and Instagram have grown by 9% and 28%, respectively. Engagements on X have remained regular at 13, and TikTok is rising as a rising participant within the combine.
Regional social media benchmarks
Geography performs a significant function in how your social media content material performs. What works in a single area might fall flat in one other. That’s why we’ve damaged down social media benchmarks by area this 12 months: North America, EMEA and APAC.
Listed here are some highlights to remember:
North America
North America has the bottom posting frequency of all three areas, averaging 9.5 posts per day. Instagram leads in each day engagement with 27, whereas TikTok lags behind at simply 4. Authorities accounts on this area see the very best inbound engagement (3,158), whereas the automotive sector receives the least (2).
EMEA
EMEA manufacturers publish extra regularly, averaging 12 posts per day. Instagram and Fb drive probably the most engagement, with media manufacturers main in each day inbound interactions (1,459). On the opposite finish, pc {hardware} firms see the bottom engagement (3).
APAC
APAC manufacturers publish probably the most—averaging 20 posts each day—and it pays off. Fb leads in engagement, adopted by Instagram. This area additionally sees the very best general inbound engagement. Leisure, sports activities and recreation manufacturers prime the record (5,376), whereas chemical firms sit on the backside (3).
The advantages of social media knowledge
Benchmarks flip final 12 months’s knowledge into this 12 months’s benefit. Now that you’ve new insights at your fingertips, listed here are 3 ways to degree up your technique with social media engagement benchmarks:
Trade benchmarks function inspiration
Each {industry} has its personal distinctive method to social media. If you wish to revamp your social media advertising technique, wanting past your opponents is step one to your subsequent game-changing marketing campaign.
Use {industry} benchmarks to determine which manufacturers outperform the others within the listed metrics. As you look via their social presences, attempt to determine what they’re doing in another way and the way your model can emulate them. This can be a nice strategy to give you progressive concepts that convey one thing new to your audience.
Aggressive benchmarks give your efficiency context
Understanding how your model stacks up in opposition to opponents will aid you inform a richer story along with your efficiency knowledge. Aggressive benchmarking helps higher translate your efforts to enterprise stakeholders who might not know what social media success seems to be like.
It’s one factor to say a publish bought 500 engagements. But when the {industry} common is 50? That’s a complete completely different story. Benchmarks give your numbers which means and context. Whenever you outperform your peer group, it reveals your technique isn’t simply working—it’s successful. Proof of social media worth may help you safe bigger marketing campaign budgets. It may additionally increase group morale by displaying the influence of their arduous work.
Use Sprout’s network-specific competitor experiences to match your efficiency along with your prime enterprise rivals. These social aggressive evaluation experiences provide insights on publishing conduct, fan development and engagement, serving to you create tailor-made benchmarks across the metrics that matter.
Private benchmarks inform your rapid targets
Your private benchmarks needs to be your go-to useful resource for creating actionable targets. Whereas {industry} social media benchmarks give your efficiency colour, your model’s personal year-over-year benchmarks inform the story of your development over time.
That is particularly significant for manufacturers piloting new social methods or adopting a brand new community presence.
Establishing private benchmark knowledge begins with annual experiences. Your year-over-year efficiency knowledge is vital to figuring out strengths and weaknesses in your social media technique. These insights needs to be the core reasoning behind your targets for the upcoming 12 months.
Month-over-month benchmarks, then again, will aid you gauge progress on particular campaigns to determine fast wins or crucial pivots. These benchmarks can even assist make sure you’re pacing effectively on social media KPIs.
Tips on how to discover social media benchmarks by {industry} with Sprout
Establishing social media benchmarks with no social media analytics device is like driving a motorcycle with low tire strain up a hill. You’ll get there finally, nevertheless it’s going to take some time.
Sprout Social helps entrepreneurs pace up the info assortment course of with cross-network efficiency experiences that enable for good knowledge segmentation. These instruments help on-the-fly benchmark knowledge assortment, so that you’re at all times working with the complete image, no matter once you begin monitoring your KPIs.
Manufacturers utilizing Sprout’s Premium Analytics can construct customized social media experiences that current your knowledge in the best context, regardless of the place it finally ends up. For instance, utilizing My Reviews, customers can section knowledge by completely different metrics and choose from quite a lot of visualization and aggregation choices.
Let the benchmarks be your information
You’re all set to start out amassing your private and aggressive benchmarking knowledge. Don’t fear in regards to the {industry} knowledge—you possibly can depart that to us.
Learn the way you stack up in opposition to manufacturers working inside the similar {industry} with The 2025 Content material Benchmarks Report. Inside, you’ll discover up-to-date benchmark knowledge and analysis on the kinds of content material your viewers is craving in the present day.
