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- And let\u2019s be honest\u2014organic reach isn\u2019t getting any easier, making every like, comment, and share more valuable than ever.<\/li>\n
- TikTok’s algorithm now rewards content that gets forwarded via DMs over content that sparks public comments.<\/li>\n
- The system now detects “click bounces,” where people click but leave immediately, and deprioritizes that content.<\/li>\n<\/ul>\n
Share a prompt and encourage people to participate in your challenge by adding their own content. Glow Recipe shared a series of Stories with interactive stickers to engage its followers in a discussion about retinol. It started off with a poll asking people if they\u2019ve tried retinol. The next two Stories included question stickers asking people to share their experience using it or why they haven\u2019t tried it. Sprout Social\u2019s AI-powered analytics provide a clear view of your Instagram performance, supporting your move beyond manual calculations to gain actionable insights. With this data, you’d know to focus on documents and understand exactly which topics within that format perform best.<\/p>\n
Views are down 50%, engagement down 25%, and follower growth down 59% compared to last year, according to Richard van der Blom’s Algorithm Insights 2025 Report. If you’re in tech, crypto, news, or political commentary \u2014 Twitter\/X still offers real-time engagement that no other platform matches. The absolute numbers are low, but the audience quality for these niches is high. A reply from a tech executive is worth more than 100 TikTok likes.<\/p>\n
Below, you\u2019ll find the latest average engagement rates (per post), broken down by industry and social network. Compare your results to average engagement rates in your industry to get a better understanding of your performance. It shows you how your posts stack up against industry averages, audience size norms and content format expectations. It\u2019s possible to calculate engagement rate manually, but the process is time-consuming and makes it harder to spot trends and compare posts, formats or reporting periods.<\/p>\n
By aligning your efforts with these industry benchmarks, you can make your outreach and content more effective. Pages with 1,000 to 5,000 followers often achieve engagement rates around 6% by impression, while pages with over 50,000 followers usually see rates closer to 3% 3. Establishing social media benchmarks without a social media analytics tool is like riding a bike with low tire pressure up a hill. You\u2019ll get there eventually, but it\u2019s going to take a while.<\/p>\n
Twitter\/X’s algorithmic timeline mixes content from followed accounts, suggested accounts, promoted tweets, and trending content. The signal-to-noise ratio has increased \u2014 users scroll past more content without engaging. Bookmarks are private and not available through most data access methods, so they’re excluded. The denominator is followers, consistent with industry standard.<\/p>\n
Best-performing Content On X#<\/h3>\n
After its 2024 low of 0.015%, X engagement doubled to 0.03% in 2025 and climbed again to 0.12% by Q \u2014 the platform’s first meaningful multi-year rebound. Algorithm changes favouring long-form posts and threads drove the recovery. Schedule your YouTube content with PostEverywhere’s YouTube planner and find optimal posting times with best-time data. Carousels are the second-best format, especially for saves and shares.<\/p>\n
This includes views from followers and non-followers, with each appearance counted individually, even if the same user sees it more than once. Here\u2019s how to measure your engagement rate on LinkedIn accurately so you don\u2019t underreport strong content or overestimate posts that aren\u2019t performing. Beyond views, the engagement rate reveals how many people actually responded to your content through reactions, comments, shares, clicks or follows. Your LinkedIn engagement rate is the percentage of people who engaged with your post after seeing it. This metric shows how effectively your content captures the attention of your target audience and sparks interaction. The Honest Kitchen regularly creates Collab posts with pet influencers to promote its human-grade pet food.<\/p>\n
Educational carousels with swipeable tips consistently outperform single images. These engagement patterns in the tech sector stand in contrast to industries like financial services, where trust-building plays a more central role. Sprout Social helps marketers speed up the data collection process with cross-network performance reports that allow for smart data segmentation. These tools support on-the-fly benchmark data collection, so you\u2019re always working with the full picture, regardless of when you start tracking your KPIs. If you want to revamp your social media marketing strategy, looking beyond your competitors is the first step to your next game-changing campaign. APAC brands post the most\u2014averaging 20 posts daily\u2014and it pays off.<\/p>\n
Auto-sync LinkedIn data to dashboards that compare formats, timing, and topics automatically. See exactly which posts drive saves, shares, and profile visits, the metrics LinkedIn’s algorithm rewards most. If you’re seeing less engagement on posts that used to perform well, you’re not alone.<\/p>\n
Excluding saves and shares understates engagement by 30\u201350% on TikTok and Instagram. Tech & Software brands leaned into playful, trending hashtags like #foryou and #funny on TikTok this year, proving even techies love a good laugh. Tech & Software brands were all about the deals this year, with #blackfriday leading engagement by a wide margin on Twitter. Carousels outdid other posts types for Nonprofits on Instagram this year, who might want to increase their investment in that post type to capture more of their audience\u2019s attention.<\/p>\n
Total engagement includes all the actions users can take on your post, such as reactions, comments, shares, post clicks and new follows. Giveaways work because they attach a specific action, such as commenting, sharing or posting a Story to the reward. That action requirement is what makes them effective for engagement, not just reach. Review your Instagram metrics to see your past months\u2019 best-performing posts. With comment threading, it\u2019s even easier to know which ones you\u2019ve missed on your posts. Not to mention, Sprout Social\u2019s Smart Inbox unifies all your incoming messages from Instagram, including comments, DMs and mentions\u2014preventing missed engagement opportunities.<\/p>\n
If you’re evaluating a creator against those benchmarks, you’ll think average accounts are performing well and miss the red flags. Daily ER divides total daily engagements by followers \u2014 useful for high-frequency posters (news publishers). They generate 2\u20133x more saves than any other format, and saves now carry heavy algorithmic weight. Educational “swipe-through” carousels with actionable tips consistently outperform polished branded images. X has the lowest engagement rates of any major platform \u2014 but showed its first meaningful rebound in 2026.<\/p>\n
Hootsuite\u2019s analytics dashboard displays your average post engagement rate and breaks down which content types drive the most interaction. Most social media ad platforms will do this calculation for you, along with other objective-oriented calculations, such as cost-per-click. Make sure to check which interactions count as engagements before comparing results. The content types with the highest engagement are multi-image posts, native documents and video, because they encourage actions like swiping, pausing, saving and commenting.<\/p>\n
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They also hold viewers\u2019 attention better, with a 60% halfway-watch rate compared to 38% for videos lasting 5 to 30 minutes. Engagement rates on TikTok reveal some clear disparities across industries. For example, Higher Education boasts the highest engagement rate at 7.36%, while Agencies fall to the lower end with just 0.7%.<\/p>\n
ECommerce brands looking to boost sales on TikTok in 2025 should focus on crafting engaging, high-quality content that genuinely connects with their audience. TikTok\u2019s unique features \u2013 like TikTok Shop ads, branded hashtag challenges, and top-view ads \u2013 offer powerful ways to grab attention and inspire purchases. Instagram\u2019s 2024 benchmarks don\u2019t apply to 2026 \u2014 the algorithm has shifted twice since then.<\/p>\n