Social Media Benchmarks 2026: Average Engagement Rates by Platform and Industry
Knowing your engagement rate is only useful if you know what a good engagement rate looks like. Without benchmarks, a 2% engagement rate could be exceptional (on LinkedIn) or below average (on TikTok for a small account). The number alone tells you nothing -- context does.
This guide compiles 2026 social media benchmark data from Socialinsider, RivalIQ, Hootsuite, Sprout Social, HubSpot, and Statista to give you the most comprehensive, current set of performance benchmarks available. It covers average engagement rates by platform, by industry, by content type, follower growth benchmarks, reach rates, click-through rates, and video view benchmarks.
Use this data to evaluate your own performance, set realistic goals, and identify which platforms and content types are under or over-performing relative to your peers.
How Engagement Rate Is Calculated#
Before comparing your numbers to benchmarks, confirm you are using the same formula. Different tools calculate engagement rate differently, which can make benchmarks misleading if the formulas do not match.
The most common formulas:
Engagement Rate by Reach (ERR):
(Likes + Comments + Shares + Saves) / Reach x 100
This is the most accurate measure of how well your content resonates with the people who actually saw it. Used by Socialinsider and most modern analytics platforms.
Engagement Rate by Followers (ERF):
(Likes + Comments + Shares + Saves) / Followers x 100
This is the traditional formula and is still widely used, including in RivalIQ's annual benchmark reports. It measures performance relative to your total audience size, regardless of how many of them saw a given post.
Engagement Rate by Impressions (ERI):
(Likes + Comments + Shares) / Impressions x 100
This measures engagement against total views, including repeat views. Used by some platforms' native analytics. Typically produces lower numbers than ERR or ERF.
Which formula to use: Use ERR (by reach) when available, as it is the most meaningful for understanding content quality. Use ERF (by followers) for comparison with RivalIQ benchmarks, which are follower-based. Always note which formula you used when reporting benchmarks.
For detailed instructions on calculating your engagement rate, see the Engagement Rate Calculator.
Platform-Level Engagement Rate Benchmarks 2026#
Instagram Engagement Rate Benchmarks#
Instagram engagement rate varies significantly by account size (smaller accounts consistently see higher rates) and content type (Reels outperform static posts).
Average Instagram Engagement Rate by Followers (ERF, Socialinsider 2025):
| Account Size | Average Engagement Rate (ERF) | Good Performance |
|---|---|---|
| Under 1,000 followers | 5.6% | 8%+ |
| 1,000 - 10,000 followers | 3.2% | 5%+ |
| 10,000 - 50,000 followers | 1.8% | 3%+ |
| 50,000 - 100,000 followers | 1.4% | 2.5%+ |
| 100,000 - 500,000 followers | 1.1% | 1.8%+ |
| 500,000+ followers | 0.9% | 1.5%+ |
Average Instagram Engagement Rate by Content Type (ERF, RivalIQ 2025):
| Content Type | Average Engagement Rate |
|---|---|
| Reels | 1.48% |
| Carousels | 0.97% |
| Static image posts | 0.54% |
| Video posts (non-Reels) | 0.49% |
| Link posts | 0.31% |
Key Instagram benchmark insight: Reels consistently produce 2.7x higher engagement than static posts. For accounts whose engagement rate is below the benchmark for their size, shifting content mix toward Reels is the highest-leverage single change.
Facebook Engagement Rate Benchmarks#
Facebook engagement rates are lower than Instagram across all content types, reflecting the platform's older demographics and higher competition for feed space.
Average Facebook Engagement Rate by Page Size (ERF, Socialinsider 2025):
| Page Size | Average Engagement Rate (ERF) | Good Performance |
|---|---|---|
| Under 1,000 followers | 1.9% | 3%+ |
| 1,000 - 10,000 followers | 0.82% | 1.5%+ |
| 10,000 - 50,000 followers | 0.43% | 0.8%+ |
| 50,000 - 100,000 followers | 0.29% | 0.5%+ |
| 100,000+ followers | 0.19% | 0.35%+ |
Average Facebook Engagement Rate by Content Type (RivalIQ 2025):
| Content Type | Average Engagement Rate |
|---|---|
| Reels / Video | 0.33% |
| Photo posts | 0.18% |
| Link posts | 0.09% |
| Text-only posts | 0.11% |
Key Facebook benchmark insight: The overall median Facebook engagement rate (ERF) across all industries is 0.063% per post according to RivalIQ's 2025 Facebook report -- reflecting how difficult organic reach has become on the platform. Brands achieving 0.5%+ are in the top quartile of performance.
For more on optimizing for Facebook's distribution system, see the Facebook Algorithm Guide.
TikTok Engagement Rate Benchmarks#
TikTok reports engagement differently from other platforms -- the denominator is typically views (not followers), making direct comparisons to Instagram and Facebook benchmarks misleading.
Average TikTok Engagement Rate by Views (Socialinsider 2025):
| Account Size | Average Engagement Rate by Views | Good Performance |
|---|---|---|
| Under 1,000 followers | 9.2% | 15%+ |
| 1,000 - 10,000 followers | 7.1% | 12%+ |
| 10,000 - 100,000 followers | 5.5% | 8%+ |
| 100,000 - 1M followers | 4.1% | 6%+ |
| 1M+ followers | 2.8% | 4%+ |
Average TikTok Engagement Rate by Followers (for cross-platform comparison):
| Account Size | Average Engagement Rate (ERF) |
|---|---|
| Under 10,000 followers | 17.5% |
| 10,000 - 100,000 followers | 12.3% |
| 100,000 - 1M followers | 8.7% |
| 1M+ followers | 4.2% |
Key TikTok benchmark insight: TikTok engagement rates are dramatically higher than other platforms because the FYP algorithm routes content primarily to interested users. A 5% engagement rate by followers on Instagram is exceptional; the same 5% by followers on TikTok is below the platform median.
LinkedIn Engagement Rate Benchmarks#
LinkedIn is a professional network where personal content consistently outperforms company page content. The platform's algorithm heavily favors content that generates comments and meaningful conversation.
Average LinkedIn Engagement Rate (ERF, Socialinsider 2025):
| Account Type | Average Engagement Rate (ERF) |
|---|---|
| Personal profiles | 3.2% |
| Company pages (under 10K followers) | 1.1% |
| Company pages (10K-50K followers) | 0.7% |
| Company pages (50K+ followers) | 0.5% |
Average LinkedIn Engagement Rate by Content Type:
| Content Type | Average Engagement Rate |
|---|---|
| Document / carousel posts | 3.6% |
| Video posts | 2.9% |
| Image posts | 2.1% |
| Text-only posts | 1.7% |
| Link posts | 0.6% |
Key LinkedIn benchmark insight: Personal profiles consistently see 2-3x higher engagement than company pages for the same content. LinkedIn's algorithm appears to favor authentic individual voices over brand content. For B2B brands, having executive team members post personal thought leadership on their own profiles typically outperforms the company page.
Twitter / X Engagement Rate Benchmarks#
Twitter engagement rates are lower than most platforms due to the chronological feed model and high content velocity.
Average Twitter / X Engagement Rate (Socialinsider 2025):
| Account Size | Average Engagement Rate (ERF) |
|---|---|
| Under 5,000 followers | 0.9% |
| 5,000 - 50,000 followers | 0.5% |
| 50,000 - 500,000 followers | 0.3% |
| 500,000+ followers | 0.2% |
Average Twitter Engagement Rate by Content Type:
| Content Type | Average Engagement Rate |
|---|---|
| Image tweets | 0.6% |
| Video tweets | 0.5% |
| Text-only tweets | 0.4% |
| Thread starter tweets | 0.8% |
| Link tweets | 0.1% |
YouTube Engagement Rate Benchmarks#
YouTube engagement is measured differently -- views are the primary metric rather than follower-based engagement. However, video-level engagement (likes, comments, shares) divided by views provides a useful benchmark.
Average YouTube Video Engagement Rate by Views:
| Content Type | Average Like Rate (Likes / Views) | Average Comment Rate |
|---|---|---|
| Tutorial / educational | 3.2% | 0.3% |
| Entertainment / humor | 4.8% | 0.5% |
| News / commentary | 2.1% | 0.8% |
| Gaming | 3.9% | 0.6% |
| Shorts (under 60s) | 1.8% | 0.1% |
Engagement Rate Benchmarks by Industry#
Industry matters significantly. A 1% engagement rate on Instagram might be strong for a Fortune 500 brand and weak for a local bakery. RivalIQ's 2025 Industry Benchmark Report provides the most comprehensive industry breakdown.
Instagram Average Engagement Rate by Industry (ERF, RivalIQ 2025):
| Industry | Average Engagement Rate | Top Quartile |
|---|---|---|
| Sports teams | 1.84% | 3.2% |
| Influencers / creators | 1.64% | 2.8% |
| Higher education | 1.39% | 2.3% |
| Non-profit | 1.26% | 2.1% |
| Retail / ecommerce | 0.94% | 1.7% |
| Food and beverage | 0.87% | 1.5% |
| Media / entertainment | 0.82% | 1.4% |
| Health and beauty | 0.71% | 1.3% |
| Technology / software | 0.59% | 1.1% |
| Financial services | 0.48% | 0.9% |
| B2B / professional services | 0.39% | 0.7% |
| Automotive | 0.36% | 0.7% |
Facebook Average Engagement Rate by Industry (ERF, RivalIQ 2025):
| Industry | Average Engagement Rate | Top Quartile |
|---|---|---|
| Sports teams | 0.38% | 0.7% |
| Non-profit | 0.29% | 0.5% |
| Food and beverage | 0.22% | 0.4% |
| Retail / ecommerce | 0.16% | 0.3% |
| Health and beauty | 0.14% | 0.28% |
| Media / entertainment | 0.13% | 0.25% |
| Technology / software | 0.09% | 0.18% |
| Financial services | 0.07% | 0.14% |
| B2B / professional services | 0.06% | 0.12% |
LinkedIn Average Engagement Rate by Industry (ERF, Socialinsider 2025):
| Industry | Average Engagement Rate |
|---|---|
| Professional development / training | 2.1% |
| Non-profit / social cause | 1.9% |
| Technology / SaaS | 1.2% |
| Marketing and advertising | 1.1% |
| Financial services | 0.9% |
| Healthcare | 0.8% |
| Manufacturing / industrial | 0.6% |
| Professional services / consulting | 0.7% |
Follower Growth Rate Benchmarks 2026#
Engagement rate measures content quality. Follower growth rate measures audience expansion. Both are essential KPIs for a healthy social media account.
Average Monthly Follower Growth Rate by Platform:
| Platform | Average Monthly Growth Rate | Strong Performance |
|---|---|---|
| TikTok | 4.5% | 8%+ |
| 1.3% | 2.5%+ | |
| 1.1% | 2%+ | |
| YouTube | 0.9% | 1.5%+ |
| 0.3% | 0.6%+ | |
| Twitter / X | 0.2% | 0.4%+ |
Average Monthly Follower Growth Rate by Account Size (Instagram, Socialinsider 2025):
| Account Size | Average Monthly Growth Rate |
|---|---|
| Under 1,000 followers | 3.2% |
| 1,000 - 10,000 followers | 1.9% |
| 10,000 - 50,000 followers | 1.4% |
| 50,000 - 100,000 followers | 1.1% |
| 100,000+ followers | 0.8% |
Smaller accounts grow at faster percentage rates because each new follower represents a larger proportion of a small base. An account gaining 20 new followers on a 500-follower account grows 4%; the same 20 followers on a 100,000-follower account grows 0.02%.
For a framework on driving consistent growth, see the Social Media Strategy Guide.
Organic Reach Rate Benchmarks 2026#
Reach rate is the percentage of your followers who see a given post. Organic reach has declined on most platforms as algorithmic content and paid distribution have increased.
Average Organic Reach Rate by Platform:
| Platform | Average Organic Reach Rate | Notes |
|---|---|---|
| TikTok | 35-50% of followers | FYP can extend reach far beyond followers |
| Instagram Reels | 15-25% of followers | Explore and Reels feed extend reach |
| Instagram Feed | 8-12% of followers | Declining since 2022 |
| 10-15% of followers | Algorithm still favors personal content | |
| 3-6% of followers | Lowest organic reach of major platforms | |
| Twitter / X | 12-18% of followers | Chronological elements improve reach |
| YouTube | 25-40% of subscribers | Notification + browse features |
Average Instagram Organic Reach Rate by Account Size:
| Account Size | Average Reach Rate (% of Followers) |
|---|---|
| Under 1,000 followers | 32% |
| 1,000 - 10,000 followers | 21% |
| 10,000 - 50,000 followers | 14% |
| 50,000 - 100,000 followers | 9% |
| 100,000 - 500,000 followers | 7% |
| 500,000+ followers | 5% |
Reach rate is the platform metric most impacted by consistent posting frequency. Accounts that post 4-7 times per week consistently see 20-40% higher reach rates than accounts posting once per week, independent of content quality differences.
Click-Through Rate Benchmarks#
Click-through rate (CTR) measures how often people who see content click on a link. For organic content, this means link-in-bio clicks or post link taps. For paid content, CTR is a core ad performance metric.
Average Organic CTR (profile link clicks / post reach):
| Platform | Average CTR |
|---|---|
| Instagram (link in bio clicks) | 0.5-1.2% |
| LinkedIn (link post clicks) | 0.4-0.9% |
| Twitter / X (link tweet clicks) | 0.8-2.1% |
| Facebook (link post clicks) | 0.5-1.5% |
Average Paid Social Media CTR by Platform (HubSpot 2025 Ad Benchmarks):
| Platform | Average Ad CTR | Strong Performance |
|---|---|---|
| Google Search | 6.42% | 10%+ |
| Google Display | 0.46% | 0.8%+ |
| Facebook Ads | 0.89% | 1.5%+ |
| Instagram Ads | 1.01% | 1.8%+ |
| LinkedIn Ads | 0.38% | 0.7%+ |
| TikTok Ads | 0.53% | 1.0%+ |
| Twitter / X Ads | 0.86% | 1.5%+ |
Average Paid Social CTR by Ad Format:
| Format | Average CTR |
|---|---|
| Single image (Facebook/Instagram) | 0.79% |
| Video ads (Facebook/Instagram) | 1.04% |
| Carousel ads | 0.73% |
| Collection ads (ecommerce) | 1.18% |
| Stories ads | 0.66% |
| Reels ads | 1.11% |
Video View Rate Benchmarks 2026#
Video view rate measures the percentage of an audience that watches a video to various completion thresholds.
Average Video Completion Rates by Platform:
| Platform | Average 25% completion | Average 50% completion | Average 100% completion |
|---|---|---|---|
| TikTok | 68% | 54% | 41% |
| Instagram Reels | 62% | 48% | 35% |
| YouTube Shorts | 57% | 43% | 30% |
| Facebook Video | 51% | 38% | 22% |
| LinkedIn Video | 45% | 33% | 19% |
| YouTube (long-form) | 72% | 55% | 30% |
Average Video View Rate by Length:
| Video Length | Average View Rate (views / followers or subscribers) |
|---|---|
| Under 15 seconds | 22% |
| 15-30 seconds | 19% |
| 30-60 seconds | 16% |
| 60-120 seconds | 13% |
| 2-5 minutes | 9% |
| 5-10 minutes | 7% |
| 10+ minutes | 5% |
Shorter videos have higher view rates not because shorter content is inherently better, but because the completion barrier is lower. A 15-second video where 90% of viewers complete it outperforms a 10-minute video where 30% complete it in terms of algorithmic signal quality, even though the 10-minute video delivers more total watch time per viewer.
Story and Short-Lived Content Benchmarks#
Average Instagram Stories Performance:
| Metric | Average | Strong Performance |
|---|---|---|
| Reach rate (% of followers) | 5-7% per Story frame | 10%+ |
| Tap-forward rate | 68% | Under 55% (lower = more engaged) |
| Exit rate | 12% | Under 8% |
| Replies rate | 0.2% | 0.5%+ |
| Link sticker CTR | 1.8% | 3%+ |
Average Facebook Stories Performance:
| Metric | Average |
|---|---|
| Reach rate | 2-4% of page followers |
| Completion rate | 44% |
| CTR (link-enabled Stories) | 0.7% |
How to Benchmark Your Own Performance#
Raw benchmarks are only useful when applied to your specific context. Here is a framework for using this data to evaluate your own accounts:
Step 1: Calculate your baseline For each platform, calculate your average engagement rate (ERF) for the last 30 days across all posts. Use the formula: (Total likes + comments + shares + saves in the period) / (Number of posts x Followers) x 100. Calculate separately for each content type (Reels, carousels, static) to identify format-level performance.
Step 2: Compare to the right benchmark Look up your account size tier and industry in the tables above. Your relevant benchmark is the intersection of your size, your industry, and your primary platform. A technology company with 25,000 Instagram followers should benchmark against the 10,000-50,000 tier of the technology industry -- approximately 0.59% ERF average.
Step 3: Identify the gap and its cause If you are below the benchmark, identify why by content type. Is your Reels rate below benchmark but your carousel rate above? That suggests content quality issues specific to video, not a fundamental audience problem. Is every content type below benchmark? That may indicate audience-content mismatch, posting time issues, or a niche problem.
Step 4: Set 90-day targets Set targets based on the "good performance" column, not just the average. The average includes underperforming accounts. If your current rate is 0.4% and the average is 0.59% and "good" is 1.1%, set a 90-day target of 0.8% -- above the average but realistic for 90 days of improvement.
Step 5: Track leading indicators, not just engagement Engagement rate is a lagging indicator -- it tells you how past content performed. Leading indicators that predict future engagement rate improvement:
- Hook quality score (are you consistently testing new hook formats?)
- Content mix shift (are you moving toward higher-performing formats?)
- Posting frequency consistency (are you posting at least 3x per week?)
- Response time to comments (fast responses increase comment rate on future posts)
For a broader framework on analytics tracking, see the Social Media Analytics Guide.
Benchmarks for Specific Content Types#
Instagram Carousel Benchmarks:
| Metric | Average | Strong |
|---|---|---|
| Engagement rate (ERF) | 0.97% | 2%+ |
| Saves rate (saves / reach) | 0.8% | 2%+ |
| Swipe-through rate | 38% | 55%+ |
| First-to-last slide retention | 22% | 35%+ |
TikTok Video Benchmarks:
| Metric | Average | Strong |
|---|---|---|
| Completion rate (full watch) | 41% | 60%+ |
| Share rate (shares / views) | 0.8% | 2%+ |
| Comment rate (comments / views) | 0.4% | 1%+ |
| Profile visit rate | 3.1% | 6%+ |
| Follow rate from video | 0.5% | 1.5%+ |
LinkedIn Document Post Benchmarks:
| Metric | Average | Strong |
|---|---|---|
| Engagement rate (ERF) | 3.6% | 6%+ |
| Page reads per impression | 22% | 40%+ |
| Comment rate | 0.4% | 1%+ |
| Share rate | 0.3% | 0.8%+ |
2026 Platform Benchmark Changes vs. 2024#
Benchmarks shift year over year. Here is how key metrics have changed from 2024 to 2026:
| Platform / Metric | 2024 Average | 2026 Average | Change |
|---|---|---|---|
| Instagram ERF (all sizes) | 1.22% | 1.08% | -11% |
| Facebook ERF (all sizes) | 0.09% | 0.063% | -30% |
| TikTok ERF by followers | 14.2% | 12.1% | -15% |
| LinkedIn ERF (company pages) | 0.84% | 0.7% | -17% |
| Instagram Reels reach rate | 20% | 15% | -25% |
| TikTok video completion | 44% | 41% | -7% |
The consistent trend: organic reach and engagement rates are declining across all platforms. This is driven by increased content volume (more accounts and posts competing for the same attention) and platform-level shifts toward prioritizing paid distribution and creator-favored content. The performance floor for "average" is getting lower, which means the gap between top performers and the average is widening.
Brands that maintain or grow engagement rates against this trend are typically those who are adapting their content mix toward the highest-performing formats (Reels, carousels, TikTok video), investing in content quality over quantity, and using tools to analyze performance at a granular level.
For a breakdown of platform-specific trends and how to interpret them for your content strategy, see the Instagram Statistics 2026 guide.
FAQ#
What is a good engagement rate on Instagram in 2026?#
For accounts with 10,000-50,000 followers, a good engagement rate is 2%+ (ERF). The platform average for this size range is 1.8%, so anything above average would be considered good. For accounts over 100,000 followers, 1.5%+ is strong. These rates vary significantly by industry -- sports and creator accounts see rates 2-3x higher than financial services or B2B brands.
What is the average Facebook engagement rate in 2026?#
The median Facebook engagement rate across all page sizes and industries is 0.063% per post (ERF), according to RivalIQ's 2025 report. Pages achieving 0.5%+ engagement are in the top quartile. Facebook's organic reach and engagement have declined approximately 30% since 2024 due to increased content volume and algorithm changes prioritizing paid content.
Is a 1% engagement rate on Instagram good?#
It depends on your account size and industry. For accounts with 10,000-50,000 followers, 1% is below the platform average of 1.8%. For accounts with 100,000-500,000 followers, 1% is near the average (1.1%). For financial services or B2B brands of any size, 1% is above the industry average. Always compare your rate to the benchmark for your specific size tier and industry.
How does TikTok engagement rate compare to Instagram?#
TikTok engagement rates are significantly higher than Instagram when measured by followers (ERF). The average TikTok ERF for accounts with 10,000-100,000 followers is 12.3%, compared to 1.8% for Instagram accounts in the same size range. This difference reflects TikTok's FYP algorithm, which routes content to interested users regardless of follow relationship, producing higher-quality audiences for each view.
What is a good follower growth rate for Instagram?#
For accounts with 10,000-50,000 followers, an average monthly growth rate of 1.4% is typical, and 2.5%+ is strong performance. Smaller accounts (under 1,000 followers) typically grow at 3.2% per month on average. TikTok follower growth rates (4.5% average monthly growth) are significantly higher than Instagram's, reflecting the platform's discovery-first algorithm.
What is the average CTR for social media ads?#
Average CTRs vary by platform and format. Instagram ads average 1.01% CTR; Facebook ads average 0.89%; LinkedIn ads average 0.38%; TikTok ads average 0.53%. Video ads consistently outperform static image ads by 20-30% across platforms. Collection ads (for ecommerce) see the highest CTR at 1.18% on Facebook/Instagram.
How do I know if my engagement rate is improving?#
Track your 30-day rolling average engagement rate monthly, not post-by-post (individual posts vary too much). Compare to the same period last month (MoM) and the same period last year (YoY). A meaningful improvement is 0.2-0.5% increase in ERF over 90 days through systematic content changes. Use the benchmarks in this guide as your external reference and your own 30-day rolling average as your internal reference.
Why is organic reach declining on social media?#
Three factors drive declining organic reach: (1) Content volume is growing -- more accounts and posts compete for the same attention, reducing each post's share of the feed. (2) Platforms prioritize paid distribution -- they benefit financially from pushing brands toward paid advertising, which reduces the ROI of organic posting. (3) Algorithm sophistication -- more sophisticated personalization means content only reaches highly targeted audiences rather than broad follower bases. These trends are expected to continue through 2026 and beyond.