We’ve been eagerly awaiting insights from the 2025 Social Media Industry Benchmark Report. This report surveyed thousands of brands across 14 industries, providing crucial benchmarks for optimizing strategy.
A key takeaway from the 2025 data is the widespread trend of declining engagement rates across the board....
- Twitter (X) saw the most significant drop at 48%
- Facebook engagement fell by 36%
- TikTok engagement decreased by 34%
- Instagram engagement saw a 16%
Despite these declines, TikTok still holds the highest engagement rates overal..., although its rates also fell.... Interestingly, Higher Education and Nonprofits saw strong engagement on TikTok, demonstrating that their content continues to connect.... Posting frequency also shifted, with TikTok seeing an increase while Facebook, Instagram, and Twitter saw declines.... Media and Sports Teams were the most active industries in posting.
Analyzing content types reveals important distinctions.... On Instagram, Carousels often delivered higher engagement than Reels across industries, despite Reels sometimes being posted more frequently.... Generally, photos, videos, and carousels proved more engaging than links or status updates....
Industry performance varied significantly. Higher Education was a clear leader in engagement across all platforms, often far exceeding the median.... Sports Teams and Nonprofits also achieved above-median engagement across platforms.... In contrast, the Health & Beauty industry struggled with the lowest engagement rates across all four channels, partly attributed to a saturated market.... The report highlights engagement rate per post as a crucial metric for comparison, as it accounts for posting volume and audience size....
Lastly, the report underscores the continued effectiveness of holiday and seasonal hashtags....
These insights are invaluable for understanding the evolving social media landscape in 2025. What adjustments are you considering for your social strategy based on these trends?