Sharing your efficiency information with out together with industry-specific social media benchmarks is like placing on a play with out setting the stage. Positive, folks will get what you’re saying, however they’ll most likely come to their very own conclusions in regards to the greater image.
Business benchmarks present the context wanted to inform a richer story about your social media advertising and marketing technique.
Use information from Sprout’s 2025 Content material Benchmarks Report to uncover alternatives to fine-tune your technique in a method that resonates together with your audience. Earlier than diving into the information, maintain studying to be taught extra in regards to the metrics, why they matter and how you can use them to make 2025 your finest yr 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 assorted methods and campaigns. Entrepreneurs usually use benchmark information to create lifelike social media objectives.
Groups can evaluate their outcomes towards three several types 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 energetic between February 1, 2024 and January 31, 2025. It additionally pulled insights from client surveys throughout the US, UK and Australia. The aim? 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 information from the three most energetic industries for every metric. Obtain the report for a full take a look at the information.
Obtain The 2025 Content material Benchmarks Report
Posts revealed
Posts revealed is an easy metric that measures the variety of posts revealed throughout accounts throughout a particular interval. Though it might 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 succeed in sure impressions, engagements and engagement charges. With information informing your social media objectives, 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 stated, not each {industry} is slowing down. Client-facing industries, specifically, 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 traits, 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 area. 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 day by day inbound engagements per publish.
Breaking these numbers down by day and publish helps validate the success of your total technique and particular person posts. This granularity is essential to measuring the success of huge swings in your social inventive and replica.
In 2024, manufacturers noticed a 20% bounce in common inbound engagements, climbing from 70% in 2023 to 83%. Common day by 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 interact. For that motive, industries that persistently surpass publishing benchmarks additionally obtain a better 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)
- Client 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 and marketing. 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, nevertheless, are already main the best way in relation to 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 assist their model consciousness efforts. For instance, the model 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 recent content material codecs, groups should create bespoke methods that account for the nuances of every platform.
Each social media community has its traits and communication norms, which impression how shoppers work together with manufacturers in these areas. Segmenting your social media benchmark information by community is a strong method to make sure that expectations align with person preferences.
In keeping with the 2025 Content material Benchmarks Report, Meta platforms proceed to cleared the path 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 serious 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 yr: 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 day by 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 ceaselessly, averaging 12 posts per day. Instagram and Fb drive essentially the most engagement, with media manufacturers main in day by day inbound interactions (1,459). On the opposite finish, laptop {hardware} firms see the bottom engagement (3).
APAC
APAC manufacturers publish essentially the most—averaging 20 posts day by day—and it pays off. Fb leads in engagement, adopted by Instagram. This area additionally sees the very best total inbound engagement. Leisure, sports activities and recreation manufacturers high the record (5,376), whereas chemical firms sit on the backside (3).
The advantages of social media information
Benchmarks flip final yr’s information into this yr’s benefit. Now that you’ve got new insights at your fingertips, listed below are 3 ways to degree up your technique with social media engagement benchmarks:
Business benchmarks function inspiration
Each {industry} has its personal distinctive strategy to social media. If you wish to revamp your social media advertising and marketing technique, trying past your rivals is step one to your subsequent game-changing marketing campaign.
Use {industry} benchmarks to establish which manufacturers outperform the others within the listed metrics. As you look via their social presences, attempt to establish what they’re doing otherwise and the way your model can emulate them. This can be a nice solution to provide you with revolutionary concepts that carry one thing new to your audience.
Aggressive benchmarks give your efficiency context
Understanding how your model stacks up towards rivals will show you how to inform a richer story together with your efficiency information. Aggressive benchmarking helps higher translate your efforts to enterprise stakeholders who might not know what social media success seems like.
It’s one factor to say a publish obtained 500 engagements. But when the {industry} common is 50? That’s an entire completely different story. Benchmarks give your numbers which means and context. If you outperform your peer group, it reveals your technique isn’t simply working—it’s profitable. Proof of social media worth might help you safe bigger marketing campaign budgets. It may additionally enhance workforce morale by exhibiting the impression of their onerous work.
Use Sprout’s network-specific competitor experiences to match your efficiency together with your high enterprise rivals. These social aggressive evaluation experiences supply insights on publishing conduct, fan development and engagement, serving to you create tailor-made benchmarks across the metrics that matter.
Private benchmarks inform your quick objectives
Your private benchmarks ought to be your go-to useful resource for creating actionable objectives. Whereas {industry} social media benchmarks give your efficiency shade, 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 information begins with annual experiences. Your year-over-year efficiency information is vital to figuring out strengths and weaknesses in your social media technique. These insights ought to be the core reasoning behind your objectives for the upcoming yr.
Month-over-month benchmarks, alternatively, will show you how to gauge progress on particular campaigns to establish fast wins or essential pivots. These benchmarks may even assist make sure you’re pacing effectively on social media KPIs.
The right way to discover social media benchmarks by {industry} with Sprout
Establishing social media benchmarks and not using a social media analytics device is like using a motorbike with low tire strain up a hill. You’ll get there finally, but it surely’s going to take some time.
Sprout Social helps entrepreneurs velocity up the information assortment course of with cross-network efficiency experiences that enable for good information segmentation. These instruments assist on-the-fly benchmark information assortment, so that you’re all the time working with the complete image, no matter if you begin monitoring your KPIs.
Manufacturers utilizing Sprout’s Premium Analytics can construct customized social media experiences that current your information in the proper context, irrespective of the place it finally ends up. For instance, utilizing My Reviews, customers can phase information by completely different metrics and choose from a wide range of visualization and aggregation choices.
Let the benchmarks be your information
You’re all set to begin gathering your private and aggressive benchmarking information. Don’t fear in regards to the {industry} information—you may depart that to us.
Learn the way you stack up towards manufacturers working inside the similar {industry} with The 2025 Content material Benchmarks Report. Inside, you’ll discover up-to-date benchmark information and analysis on the kinds of content material your viewers is craving in the present day.
