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Looking to get a better handle on your social media performance, and what you can expect to see from your social marketing and promotion efforts?
This will help. The team from Socialinsider recently published their latest social media marketing benchmarks report, which looks at average performance stats based on 70 million total posts across TikTok, Instagram, Facebook, and X.
The full report looks at engagement rates per post, impressions, likes, comments and shares, as well as posting frequency benchmarks for each app.
That provides some comparative context around what you can expect to see in each, based on the latest trends. And while reports like this are influenced by the specific profiles analyzed, and the content of each post, it could help you better contextualize your performance, and set more realistic benchmarks for your process.
The key notes from Socialinsider’s 2026 report are:
- TikTok’s engagement rate is 3.70%, up 49% YoY
- Instagram’s engagement rate is 0.48%, staying almost flat in 2025
- Facebook averaged 0.15% engagement, dipping in early 2025 and declining gradually afterward
- Average comments per post fell on TikTok (24%) and Instagram (16%), suggesting a shift toward more passive engagement
- Brands post an average of 5 posts per week on Instagram and TikTok
Some helpful notes, which may give you a better idea of what to expect from your post performance this year.
2026 Social Media Benchmarks [Infographic]
Understanding 2026 Social Media metrics
In 2026, social media marketing continues to evolve with new trends, algorithms, and user behaviors shaping the digital landscape. Tracking social media benchmarks is critical for brands, marketers, and content creators who want to stay competitive and maximize ROI.
Benchmarks provide quantifiable insights-metrics that reveal how your content performs relative to industry standards. Whether you’re analyzing engagement rates, follower growth, or video views, knowing the 2026 social media benchmarks helps optimize strategies for Facebook, Instagram, TikTok, linkedin, and Twitter.
Top 2026 Social Media Benchmarks by platform
| Platform | Average Engagement Rate | Average Follower Growth (Monthly) | Top Content Type | Video Completion Rate |
|---|---|---|---|---|
| 1.67% | 2.1% | Reels & Stories | 76% | |
| 0.14% | 1.0% | Video & live Streams | 65% | |
| TikTok | 5.1% | 5.8% | Short-form Videos | 83% |
| 0.44% | 1.7% | Professional Articles & Videos | 72% | |
| 0.045% | 0.8% | Threaded Tweets & Polls | 54% |
Key 2026 Social Media Trends Influencing benchmarks
- Video Dominance: Short-form and interactive video formats continue to generate the highest engagement, especially on TikTok and Instagram Reels.
- Authenticity & openness: audiences in 2026 value genuine brand messages and behind-the-scenes content over overly polished campaigns.
- AI and Automation: Leveraging AI for content creation, customer service bots, and predictive analytics is becoming standard practice.
- Community Building: Brands shift focus from sheer follower count to fostering loyal, engaged communities with direct interaction.
- Sustainability & Social Responsibility: Socially conscious content boosts brand reputation and resonates with younger demographics.
Platform-Specific benchmarks explained
Instagram Benchmarks
instagram remains a powerhouse in visual content marketing. The average engagement rate sits around 1.67%, with Reels and Stories driving most interactions. Monthly follower growth averages 2.1%, reflecting steady platform maturation. Video completion rates hit 76%, making video a must-have for 2026 content strategies.
Facebook Benchmarks
though Facebook’s organic reach has declined,live streams and video content maintain attention with a completion rate of about 65%. Engagement rates are lower at 0.14%, signaling the need for paid promotions to maximize visibility. Monthly follower growth stabilizes near 1.0%.
TikTok Benchmarks
TikTok leads in engagement with a massive 5.1% average engagement rate and rapid follower growth at 5.8% monthly. Short-form video content shines here, with an extraordinary 83% video completion rate, reinforcing TikTok’s influence on the broader social media ecosystem.
LinkedIn benchmarks
For B2B and professional audiences, LinkedIn’s average engagement rate of 0.44% reflects its niche but active user base. Monthly follower growth of 1.7% supports steady audience expansion. Professional articles and video posts perform best, boasting a video completion rate of about 72%.
Twitter Benchmarks
Twitter engagement rates remain modest at 0.045% with limited follower growth around 0.8%. However,threaded tweets and interactive polls see higher participation. Video content has a lower completion rate (~54%), suggesting shorter, snackable content works best.
Benefits of Tracking Social Media Benchmarks in 2026
- Data-Driven Decisions: Replace guesswork with performance insights to refine campaigns.
- Competitive Benchmarking: Compare your social media success against industry peers.
- ROI Optimization: Identify high-performing content and platforms to allocate budget effectively.
- Audience Understanding: Detect changing user behaviors and preferences early on.
- Goal measurement: Track progress toward engagement, growth, and conversion objectives.
Practical Tips to Improve Social Media Performance in 2026
- Prioritize Video Content: Invest in creating short, engaging videos especially for TikTok and Instagram Reels.
- enhance Community Interaction: Respond promptly to comments, run polls, and host live sessions to boost engagement.
- Leverage Data Analytics: Use platform insights and third-party tools to track benchmarks and adjust strategies weekly.
- Collaborate with Influencers: Partner with relevant micro and macro influencers for authentic reach.
- Experiment with AI Tools: utilize AI for content creation, scheduling, and audience analysis to save time and improve accuracy.
- Optimize Posting Times: Align content scheduling with your audience’s active hours, based on 2026 activity patterns.
- Focus on Inclusivity: Reflect diverse voices and socially responsible messaging tied to 2026 cultural priorities.
Case Study: Boosting Engagement for a Growing E-Commerce Brand
Background: A mid-sized e-commerce startup sought to increase social media engagement and drive product sales through Instagram and TikTok.
Strategy:
- Shifted focus to creating authentic behind-the-scenes Reel videos.
- Partnered with TikTok micro-influencers to tap into niche communities.
- Used AI-driven scheduling and analytics to post content at peak audience activity times.
- Ran monthly engagement challenges and giveaways fostering community participation.
Results (within 3 months):
| Metric | Before Campaign | After campaign | Growth |
|---|---|---|---|
| Instagram Engagement Rate | 1.1% | 2.3% | +109% |
| TikTok Follower Growth | 3.2% pm | 6.1% pm | +90% |
| Video Completion Rate | 62% | 80% | +18% |
| Sales from Social Referral | 12% | 24% | +100% |
Future Outlook: 2026 and Beyond Social media Benchmarks
As social media continues to integrate emerging technologies like augmented reality, AI, and decentralized platforms, benchmarks will evolve. Staying informed about the latest 2026 data empowers brands to anticipate trends and remain ahead in an increasingly competitive environment.
The rise of privacy regulations also calls for obvious data usage and consent-driven marketing approaches. Brands optimizing their social media content through benchmarking insights will unlock better audience connection, sustained growth, and higher profits.
