Sharing your performance data without including industry-specific social media benchmarks is like putting on a play without setting the stage – people may understand your point but miss the broader context. Industry benchmarks offer the necessary backdrop for a richer narrative around social media marketing strategies. The data from the 2025 Content Benchmarks Report highlights opportunities to fine-tune approaches that resonate with target audiences.
Understanding Social Media Benchmarks
A social media benchmark is a performance metric enabling teams to compare strategy effectiveness across industry, competitive, and personal benchmarks. The report analysed 3 billion messages from over 1 million public profiles active from 1 February 2024 to 31 January 2025, plus consumer surveys across the UK, US, and Australia, focusing on posts published, inbound engagements, and outbound engagements.
Key Findings from the 2025 Content Benchmarks Report
Posts Published
Brands averaged 9.5 posts/day in 2024, slightly down from 2023, reflecting a shift toward quality over quantity. However, consumer-facing sectors increased output:
- Media: 64 posts/day (up from 43)
- Leisure/Sports/Recreation: 31 posts/day (up from 26)
- Food/Beverage: 8 posts/day (up from 7)
This shows that trend alignment and cultural engagement remain key, even for non-B2C brands.
Inbound Engagements
2024 saw a 20% increase overall in inbound engagements (from 70% to 83%), with per-post inbound engagements rising from 12 to 14. Industries favouring high-volume posting included:
- Computer Hardware: 34 engagements/post
- Consumer Product Manufacturing: 33 engagements/post
- Banks: 27 engagements/post
Outbound Engagements
Outbound engagements are critical in 2025 as consumers shift to private communities. Brands must invest in proactive 1:1 marketing, yet the average remains low at 2 engagements/day across sectors. Leaders include:
- Telecommunications: 21 engagements/day
- Banks: 21 engagements/day
- Leisure/Sports/Recreation/Transportation: 14 engagements/day
Examples like financial service providers engaging through capsule collections on social platforms illustrate effective outbound strategy.
Platform-Specific Benchmarks
Network preferences matter significantly:
- Meta Platforms: Strong engagement growth (Facebook +9%, Instagram +28%)
- X: Remained stable at 13
- TikTok: Rose in prominence
The Benefits of Social Media Data
Utilising industry benchmarks can provide several advantages:
- Creative Inspiration: Analyse standout brand strategies for innovative ideas.
- Competitive Context: Validate performance against industry averages (e.g., 500 engagements mean more if the average is 50).
- Personal Benchmarks: Set and track actionable goals, especially valuable for new strategies or platforms.
- Month-over-Month Data: Aids campaign adjustments and KPI tracking.
- Advanced Analytics Tools: Accelerate the process through custom reports, metric segmentation, and visualisation options.
Ultimately, these benchmarks provide a guiding framework for collecting and comparing performance data.
Conclusion
In a rapidly evolving digital landscape, understanding social media benchmarks by industry is crucial for refining marketing strategies. As businesses adapt to changing consumer behaviours and platform dynamics, leveraging these insights can significantly enhance engagement and performance. If you’re looking to streamline your social media marketing efforts and gain a competitive edge, consider exploring how VirtusNova can support your journey. Try out a free trial of VirtusNova today by clicking here!
