Sharing your efficiency knowledge 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 in all probability come to their very own conclusions in regards to the larger image.
Business 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 information, preserve studying to study extra in regards to the metrics, why they matter and find out how to use them to make 2025 your greatest yr but.
What’s a social media benchmark?
A social media benchmark is a efficiency customary that permits social media groups to evaluate and examine the effectiveness of assorted methods and campaigns. Entrepreneurs typically use benchmark knowledge to create real looking social media targets.
Groups can examine 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 shopper surveys throughout the US, UK and Australia. The purpose? To uncover {industry} benchmarks on three particular areas: posts printed, 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 information.
Obtain The 2025 Content material Benchmarks Report
Posts printed
Posts printed is a simple metric that measures the variety of posts printed throughout accounts throughout a selected interval. Though it might appear easy, it’s typically on the basis of a profitable social media technique.
Narrowing in on posts printed helps you reverse engineer the publishing quantity wanted to achieve sure impressions, engagements and engagement charges. With knowledge informing your social media targets, determining find out how to attain them is only a matter of reviewing your earlier efficiency studies.
Manufacturers printed 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 greater charges. These embody:
- Media (64 posts printed per day, up from 43)
- Leisure, sports activities and recreation (31 printed posts per day, up from 26)
- Meals and beverage (8 printed posts per day, up from 7)
To be truthful, these industries have an edge over the remaining. It’s a lot simpler for a consumer-facing model to align its content material to developments, occasions and even cultural moments. Simply take a look at how efficiency attire model Hoka hopped on the Severance-inspired “innie vs. outie” development on TikTok.
This technique nonetheless works, even should you’re not within the B2C area. Subsequent time what you are promoting has one thing enjoyable on the calendar, take a look at the occasion by way of a social-first lens to get extra mileage out of your presence.
Inbound engagements
On this report, you’ll discover two totally 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 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% 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 interact. For that motive, industries that persistently surpass publishing benchmarks additionally obtain a better quantity of inbound engagements.
Industries that obtain a proportionally greater quantity of inbound engagements per publish in comparison with their publishing cadence embody:
- Pc {Hardware} (34)
- Client Product Manufacturing (33)
- Banks (27)
Outbound engagements
In 2025, outbound engagements will make or break your social technique.
Persons are flocking to closed communities for a extra tailor-made on-line expertise. To stay aggressive on this new social media panorama, manufacturers should 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 exhibits that outbound efforts are nonetheless an enormous development alternative for manufacturers seeking to construct stronger two-way relationships with their audiences.
Some industries, nonetheless, are already main the best way in the case 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 providers corporations like MasterCard use outbound engagements to help their model consciousness efforts. For instance, the model not too long ago 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 developments and communication norms, which impression 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 consumer preferences.
In response to 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 significant position in how your social media content material performs. What works in a single area could 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 below are some highlights to bear in mind:
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 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 probably the most engagement, with media manufacturers main in each day inbound interactions (1,459). On the opposite finish, laptop {hardware} corporations 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 best total inbound engagement. Leisure, sports activities and recreation manufacturers high the record (5,376), whereas chemical corporations sit on the backside (3).
The advantages of social media knowledge
Benchmarks flip final yr’s knowledge into this yr’s benefit. Now that you’ve new insights at your fingertips, listed below are 3 ways to stage 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 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 by way of their social presences, attempt to establish what they’re doing in a different way and the way your model can emulate them. It is a nice approach to provide you with revolutionary concepts that convey one thing new to your audience.
Aggressive benchmarks give your efficiency context
Understanding how your model stacks up in opposition to rivals will make it easier to inform a richer story along with your efficiency knowledge. Aggressive benchmarking helps higher translate your efforts to enterprise stakeholders who could not know what social media success appears like.
It’s one factor to say a publish acquired 500 engagements. But when the {industry} common is 50? That’s an entire totally different story. Benchmarks give your numbers that means and context. Whenever you outperform your peer group, it exhibits your technique isn’t simply working—it’s successful. Proof of social media worth will help you safe bigger marketing campaign budgets. It will probably additionally increase crew morale by displaying the impression of their laborious work.
Use Sprout’s network-specific competitor studies to match your efficiency along with your high enterprise rivals. These social aggressive evaluation studies 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 quick targets
Your private benchmarks ought 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 studies. Your year-over-year efficiency knowledge is essential to figuring out strengths and weaknesses in your social media technique. These insights ought to be the core reasoning behind your targets for the upcoming yr.
Month-over-month benchmarks, however, will make it easier to gauge progress on particular campaigns to establish fast wins or obligatory pivots. These benchmarks can even assist make sure you’re pacing effectively on social media KPIs.
How you can discover social media benchmarks by {industry} with Sprout
Establishing social media benchmarks with out a social media analytics device is like driving a motorcycle with low tire stress up a hill. You’ll get there finally, but it surely’s going to take some time.
Sprout Social helps entrepreneurs pace up the information assortment course of with cross-network efficiency studies that permit for sensible 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 studies that current your knowledge in the fitting context, irrespective of the place it finally ends up. For instance, utilizing My Experiences, customers can phase knowledge by totally 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 knowledge. Don’t fear in regards to the {industry} knowledge—you may depart that to us.
Learn how you stack up in opposition to manufacturers working throughout the identical {industry} with The 2025 Content material Benchmarks Report. Inside, you’ll discover up-to-date benchmark knowledge and analysis on the sorts of content material your viewers is craving right now.
