TikTok (150K direct) has the largest single-source sample. Confidence intervals are wider for smaller samples like Pinterest (25K) or LinkedIn (30K). LinkedIn’s investment in creator tools, newsletters, and video is paying off with consistently rising engagement across all tiers. Twitter/X has the lowest overall engagement of any platform we analyzed — and continues to decline year-over-year. Accounts flagged as fraudulent in our Fake Follower Study were excluded. These are clean benchmarks — what genuine engagement actually looks like.
Like follower counts and engagement metrics, growth rates often mirror industry trends and the effectiveness of your strategies. Smaller pages tend to grow at a quicker pace compared to well-established accounts. By analyzing these growth metrics alongside follower benchmarks, you can develop a clearer picture of your page’s progress.
In fact, brands increased their use of polls by 55% to maximize reach 13. Finally, adding 3-5 relevant hashtags can boost a post’s reach by 15-25% 6. Once you’ve reviewed follower benchmarks, the next step is understanding how audiences engage with your content.
TikTok’s algorithm tends to favor content that sparks conversations and encourages sharing. “Use analytics to shape your cadence. Look at your performance per format, not just per post” 13. To refine your strategy, keep an eye on how these content types perform through LinkedIn analytics. You’re all set to start collecting your personal and competitive benchmarking data. Don’t worry about the industry data—you can leave that to us. This is especially meaningful for brands piloting new social strategies or adopting a new network presence.
Above-median engagement is a strong selling point in brand pitches. Use specific tier + niche benchmarks — not all-platform averages. We compared our 2026 benchmarks against our historical data from 2024 and 2025. Despite all that volume, only about 1% of members post content each week (widely cited).
- Before you can calculate your social media engagement rate, you need the right data — specifically, your total engagements and total impressions (or reach) for each post.
- 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.
- Features like Q&A sessions and giveaways during TikTok Live events foster real-time interactions that drive audience participation.
- Using three to five relevant hashtags can increase post reach by 15–25%, indirectly boosting clicks 6.
Professional Profile Of Linkedin Users
For example, using My Reports, users can segment data by different metrics and select from a variety of visualization and aggregation options. Month-over-month benchmarks, on the other hand, will help you gauge progress on specific campaigns to identify quick wins or necessary pivots. These benchmarks will also help ensure you’re pacing well on social media KPIs. Every industry has its own unique approach to social media. If you want to revamp your social media marketing strategy, looking beyond your competitors is the first step to your next game-changing campaign. EMEA brands post more frequently, averaging 12 posts per day.
With benchmarks, you can see how your employees’ attitudes and behaviors stack up against industry and geographic norms. Collecting engagement data is just the beginning—how you manage and apply it is where the magic happens. Done right, employee engagement survey benchmark data becomes a strategic asset, not just another HR report. Here’s how to make it work and push the organization forward. Document posts (PDF carousels) lead with a 6.60% average engagement rate, the highest of any LinkedIn format.
Employee Net Promoter Score (eNPS) – This measures employees’ likelihood to recommend their company as a great place to work. Run pulse surveys quarterly (or at least bi-annually) to track changes and spot red flags early. This creates a rhythm of listening that keeps engagement on your radar all year long. This builds trust and gives you more authentic input, especially when evaluating sensitive topics like management or culture. In line charts on this webpage, Gallup labels some data points with a year and month. Years that have only one data point labeled with the year and “Jan” (abbreviated for “January”) reflect annual survey results.
Additionally, healthcare outreach performs strongly, with reply rates reaching 9.25%, second only to the legal and professional services sectors 5. Users are drawn to raw, behind-the-scenes content over polished corporate posts. The algorithm also favors posts that generate interactions within the first hour, further pushing brands to focus on timing and relevance 3,13.
Instagram Stories are a great way to boost engagement, repurpose interesting video clips, and share quick updates that might not be suitable for your feed. And with half a billion people watching Stories each day, this medium is a perfect addition to your Instagram strategy (if you’re not already using it). Create professional surveys in minutes with our free platform. For brands running cross-platform campaigns, Twitter/X should be your lowest-budget allocation unless you’re specifically targeting the tech/news/crypto audience. Twitter/X is still the de facto real-time discussion platform for tech industry news, product launches, and crypto markets.
Overall, benchmarks give you an external standard for defining and monitoring engagement. Rather than setting arbitrary targets, you can anchor goals to real-world norms. This brings more meaning and accountability to your engagement strategy. With the right benchmarks, you gain perspective to maintain strengths and improve weaknesses. Explore survey platforms with smarter analytics, customizable templates, and real-time action planning. Discover tools that help you capture meaningful feedback and transform employee sentiment into measurable engagement outcomes.
See How Your Company’s Engagement Compares To External Benchmarks
The steepest decline of any platform, driven by continued changes to the feed algorithm, API restrictions, and shifting user behavior. This is the finding most people miss when comparing against published benchmarks elsewhere. Beauty and fashion, despite being the most lucrative influencer niches, have the lowest genuine engagement. This aligns with our Fake Follower Study — beauty had the highest fraud rate at 52.1%. When you strip out fake engagement, the organic numbers are thin. Twitter/X has the steepest drop — a mega account (500K+) gets 6.2× less engagement per follower than a nano account.
X has the lowest engagement rates of any major platform — but showed its first meaningful rebound in 2026. The software and SaaS sectors also experience the lowest outreach reply rates, averaging just 4.77% 5. This makes it crucial for companies in this space to focus on creating authentic, educational content rather than purely promotional material.
Once you’ve optimized your campaigns with AI personalization, keep refining them through testing. Use Closely’s campaign analytics to run A/B tests on different formats. For instance, converting link posts into multi-image carousels or native documents can help you achieve higher engagement rates. Track at least 30 posts to ensure your results are statistically meaningful. Additionally, experiment with timing and the depth of personalization in your messages using the unified inbox to identify what works best for your audience.
What Is A Social Media Benchmark?
YouTube is the second-highest engagement platform at 3.06% overall. The combination of algorithm-driven discovery (like TikTok) with long-form depth (unlike TikTok) gives it a unique position. For brands running video-focused campaigns, YouTube delivers high-intent engagement that often converts better despite lower raw rates. If you’re building an influencer database, you cannot compare TikTok and Instagram engagement rates directly without this multiplier.
LinkedIn’s algorithm has shifted to prioritize relevance over recency. This means high-quality, evergreen content can remain visible in feeds for 2-3 weeks after being published, unlike time-sensitive updates 15. The platform also rewards posts that demonstrate domain expertise, favoring creators and brands that consistently focus on specific professional topics. Socialinsider’s 2026 benchmark study (analysing 70M+ posts) measured TikTok’s average engagement rate at 3.70% — up from 2.50% in 2025. The jump was driven by a 45% increase in shares per post, even as average comments dropped 24%. TikTok’s algorithm now rewards content that gets forwarded via DMs over content that sparks public comments.
The LinkedIn algorithm now prioritizes dwell time over surface-level engagement like likes. A post someone reads for 30 seconds outperforms one with 50 quick likes. This is why document posts and long-form video perform well — they naturally hold attention longer. LinkedIn’s algorithm rewards different formats for different niches. The averages Ubitello Limited above are helpful, but what matters is which format drives results for YOUR specific content and audience.
You could be winning, losing, or somewhere in between—but without the numbers, it’s just guesswork. Engaged employees are highly involved in and enthusiastic about their work and workplace. They are psychological “owners,” drive performance and innovation, and move the organization forward. Employee engagement reflects the involvement and enthusiasm of employees in their work and workplace. Gallup categorizes an organization’s employees as engaged, not engaged or actively disengaged. Employees can become engaged when their basic needs are met and when they have a chance to contribute, a sense of belonging, and opportunities to learn and grow.
You can compare the data across departments, levels of hierarchies, demographics, and more. It can help you set standards across the company to create a consistent framework. However, it may not be applicable to compare and apply the exact same strategies. Even if you adopt the same fertilizer as your neighbor who has a flourishing garden, it might not work if the soil or the type of plant you breed is different. The organizational context, internal processes, and resource limitations can all affect the implementation of changes based on benchmark data. Each year, the landscape of social media engagement evolves—driven by shifting user behavior, algorithm changes, and brands’ creative strategies.
Every benchmark is calculated from verified-clean accounts with fraudulent activity filtered out. LinkedIn engagement rates in 2025 show noticeable differences depending on the industry. And Q continued this ongoing trend, with most major platforms recording slight decreases in quarterly engagement rates compared to the same period last year. While the drops weren’t dramatic, the Socialinsider data suggests that generating high engagement is becoming more challenging across the board, regardless of platform. Original employee engagement data from 10M+ anonymized survey responses across 15+ industries and 4 global regions. With thoughtful goal-setting, prioritization, and inclusion of employees, your organization can steadily improve engagement benchmarks over time.