Benchmarking Social Media 2026
Benchmarking social media tahun 2026 ini akan membantu kamu menguatkan strategi. Lihat bagaimana performa brand kamu dibandingkan standar industri.
Jika aku bertanya di mana brand kamu paling terasa “terlihat” di online, apakah kamu memilih TikTok? Instagram? Facebook atau X? Mungkin semua—tergantung apa yang ingin kamu bangun lewat postingan terbarumu.
Ayo jujur saja: audiens bergerak lebih cepat dari sebelumnya. Kadang kamu cuma dapat scroll lewat, tampilan diam, atau sekadar “suka” singkat. Di hari lain, komunitas kamu jadi hidup: komentar, berbagi, bahkan memulai percakapan yang berkembang sendiri.
Dengan kebiasaan dan algoritme platform yang selalu berubah, semakin sulit tahu seperti apa bentuk engagement yang sesungguhnya.
That’s why we analyzed 70M social media posts across TikTok, Instagram, Facebook, and X, to understand the future of social media, audience interactions, and how brands can better prepare their strategies for 2026.
Laporan tolok ukur social media Socialinsider 2026 ini menganalisis tingkat engagement, impressions, likes, komentar, shares, dan tolok ukur frekuensi posting di Facebook, Instagram, TikTok, dan X (sebelumnya Twitter).
Dengan memahami tren ini, brand bisa menemukan peluang, optimalkan strategi konten, dan tingkatkan ROI social media kamu.
Ringkasan eksekutif
- Tingkat engagement TikTok sebesar 3,70%, naik 49% dari tahun sebelumnya. Tingkat engagement Instagram 0,48%, hampir tidak berubah di 2025.
- Facebook mencatat rata-rata 0,15% engagement, turun di awal 2025 dan terus menurun secara bertahap setelahnya.
- Rata-rata komentar per postingan turun di TikTok (24%) dan Instagram (16%). Ini menunjukkan pergeseran ke arah engagement yang lebih pasif.
- TikTok mencatat pertumbuhan shares per postingan yang signifikan, naik 45% YoY. Ini mencerminkan tren kenaikan engagement secara keseluruhan. Instagram mencatat kenaikan sebesar 12%.
- TikTok dan Instagram sama-sama mengalami peningkatan tayangan video. TikTok tumbuh 3%, sedangkan Instagram mencatat pertumbuhan YoY yang lebih tinggi, yaitu 29%.
- Brand memposting rata-rata 5 postingan per minggu di Instagram dan TikTok.
Benchmarking social media 2026 per platform
Each year, the landscape of social media engagement evolves—driven by shifting user behavior, algorithm changes, and brands’ creative strategies.
As we step into 2026, keeping up to date with the latest social media benchmarks becomes more crucial than ever for marketers wanting to set informed goals, outperform competitors, or report on campaign success. Because, as we all know, engagement benchmarks digging is so much more than finding and putting a pin on a number - it’s about context, clarity, and the confidence to know you’re putting your effort in the right place.
Apakah kamu ingin meningkatkan performa TikTok, penasaran dengan rata-rata engagement rate di Facebook, atau mencari titik terbaik di Instagram, pahami benchmark engagement social media ini agar kamu bisa menetapkan target yang realistis. Dan bisa pamer sedikit tentang kemenanganmu.
Jadi, bagaimana perubahan engagement selama setahun terakhir di platform terbesar? Yuk, kita pecahkan satu per satu:
- TikTok TikTok kembali jadi sorotan, dengan engagement rate melonjak dari 2,50% ke 3,73%. Pertumbuhan ini mencapai 49% YoY. Untuk brand yang ingin berinovasi atau menjangkau audiens baru, pertumbuhan TikTok memantapkan posisinya sebagai channel utama untuk energi tinggi dan hasil besar.
- Instagram: Di sini mulai menarik. Tingkat engagement Instagram turun sedikit, dari 0,50% jadi 0,48%. Mungkin terasa kecil, tapi penurunan kecil tetap penting dicatat. Jadi, kalau kamu pernah bertanya "berapa rata-rata tingkat engagement Instagram?" atau ingin membandingkan, ini jawabannya: Instagram tetap selangkah di atas Facebook dalam menciptakan percakapan dan koneksi.
- Facebook: Mungkin kamu terkejut, atau mungkin tidak, tingkat engagement rata-rata Facebook tetap stabil di 0,15% dari tahun ke tahun. Untuk banyak brand, ini berarti harapan di Facebook harus konsisten. Kamu bermain di ruang yang matang dan minim perubahan drastis. Kalau kamu bertanya berapa rata-rata tingkat engagement Facebook di 2026, jawabannya tetap 0,15%, jadi kamu tahu tujuan yang harus dicapai.
- X: Bagaimana dengan X? Platform ini mengalami penurunan halus pada tingkat engagement, turun dari 0,15% di 2024 menjadi 0,12% di 2025. Untuk brand yang masih berinvestasi di X, ini jadi sinyal bahwa kamu perlu strategi konten yang lebih tajam. Mungkin juga perlu mengubah pendekatan agar bisa menarik perhatian di lingkungan yang terus berubah. Meski angkanya kecil, data ini jadi pengingat penting: jangan diam saja kalau kamu ingin audiens tetap aktif di X.
The engagement gap exists because people use these platforms very differently. Instagram is still largely about polished, aesthetic curation, while TikTok feels more raw, authentic, and immediate.
On TikTok, people don’t just scroll for inspiration. They actively look for answers. Whether it’s finding a restaurant in London, a solution for acne, or an honest review of the latest Marvel movie, users are increasingly going straight to TikTok instead of Google. But it goes beyond utility. TikTok is where people find communities around very specific interests and, in many cases, a sense of belonging.
The “For You” page plays a huge role in this. Discovery on TikTok feels effortless. The algorithm shows you what you want before you even know you’re looking for it. That’s what fuels deeper engagement. TikTok shortens the distance between users and the content they actually care about, while Instagram is still catching up when it comes to frictionless discovery. - Morgane Wasilewski, Social Media Manager at Channable
Taktik strategis untuk meningkatkan engagement rate di semua platform
Ingin ubah insights benchmark jadi hasil nyata? Berikut beberapa taktik terbukti untuk meningkatkan engagement rate di semua channel social media kamu:
- Humanisasikan brand kamu: Tampilkan orang nyata, Stories, dan momen di balik layar. Audiens lebih engage dengan keaslian daripada konten “stock” atau terlalu dipoles.
- Manfaatkan fitur khusus platform: Polls di X, Reels di Instagram, Stories bawaan—setiap fitur punya dorongan algoritma dan partisipasi pengguna yang lebih tinggi.
- Investasikan pada hook yang kuat: Tarik perhatian secepatnya—baik dengan visual dinamis, judul yang berani, atau pertanyaan yang mendesak. Semakin cepat kamu memberi alasan audiens untuk berinteraksi, semakin tinggi engagement kontenmu.
Rata-rata likes per postingan di semua platform
It’s no secret that a quick glance at your like count gives you a pulse check on how your content is resonating. But averages across platforms?
Di sinilah benchmarking menjadi peta jalan nyata, membantu kamu menjawab, “Apakah kita sudah lebih unggul, atau masih ada peluang untuk tumbuh?”.
- TikTok Masih menjadi pemicu semangat di dunia social media, TikTok menonjol berkat permintaan konten yang terus tinggi. Antusiasme pengguna tidak hanya tetap kuat—bahkan naik 12%. Artinya, audiens tidak sekadar hadir, tapi juga aktif mengapresiasi postingan kreatif yang menarik. Jika kamu mengikuti tren dan selalu tampil segar, TikTok tetap jadi channel utama untuk mendapatkan perhatian organik yang nyata.
- Instagram Tahun ini, Instagram mengalami perubahan halus—likes tetap jadi bagian utama, tapi persaingan terasa semakin ketat, dengan likes turun 15% dibanding sebelumnya. Suasana di platform ini makin kompetitif. Kamu butuh kreativitas ekstra dan membangun komunitas asli demi meraih likes. Bagi brand, saatnya fokus pada orisinalitas dan pastikan kontenmu punya sudut pandang yang autentik.
- Facebook: Melampaui ekspektasi, Facebook berhasil bangkit kembali secara diam-diam dalam engagement pengguna, mendapatkan 64% lebih banyak likes dibandingkan tahun lalu. Untuk brand yang benar-benar mendengarkan audiensnya dan menyesuaikan konten, Facebook pasti bisa memastikan kesuksesan. Ini jadi pengingat bahwa keaslian dan relevansi masih bisa membawa perubahan di platform lawas—even saat tren tampak mengarah ke tempat lain.
- X: Dengan penurunan likes sebesar 62% YoY, makin jelas bahwa audiens di sini jadi lebih selektif dan berpikir matang, membuat tiap like lebih sulit didapat tapi lebih bermakna. Brand tidak bisa lagi setengah-setengah: raih perhatian di X dengan konten yang lebih tajam, relevan, dan kemauan untuk mendefinisikan ulang arti engagement di platform ini.
Instagram likes are declining not because content is weaker, but because the platform prioritizes watch time, saves, and shares over passive engagement. Users increasingly interact through DMs and private channels, which don't show up in public metrics. The engagement isn't gone. It's just moved to the actions that actually drive reach.
Facebook's like rebound shows what happens when brands stop treating every platform the same and remember that Facebook was built for community, not distribution. Conversational posts that speak directly to existing audiences lower the friction to engage, making likes a natural response again. It's proof that platform-native strategy beats cross-posting every time. – Valeria Sillani, Global Social Media Manager at EasyVista and OTRS
Taktik strategis untuk meningkatkan likes di semua platform
Here are several strategic moves you can use across any network to turn more of your audience into active fans:
- Offer quick-win tips, hacks, or inspiration:Share bite-sized advice, “did you know?” facts, or motivational messages that provide instant value—content that’s useful or heartening tends to get more likes and shares.
- Optimize your visual storytelling: Prioritize striking imagery, bold graphics, or stop-motion visuals that stand out immediately in crowded feeds. High-quality, scroll-stopping visuals are often rewarded with more likes at first glance.
- Create recurring series with an interactive hook: Establish an ongoing content theme—such as “Monday Motivation” or “Ask Me Anything Wednesdays”—that encourages habitual interaction. When followers come to expect (and look forward to) consistent, interactive posts, likes tend to grow over time.
Average comments across platforms
Comments are where true engagement lives—where audiences pause the scroll, join the conversation, and leave their mark. But not all platforms spark dialogue equally, and this year brought some interesting shifts in the art of getting people talking.
- TikTokThe buzz is real, but conversation is getting more selective. While TikTok still inspires tons of quick reactions, users are now less likely to jump into long comment threads, the platform scoring a 24% decrease YoY in comments generated. This is a sign the platform’s interaction style is evolving—quick, high-energy content still rules, but deeper exchanges may need a new approach.
- Instagram Engagement through comments remains a pillar on Instagram, though it’s on a gentle downward slope (scoring a 20% YoY decrease). With so much content competing for attention, getting followers to pause and say something requires more intentional prompts and community-minded hooks.
- Facebook: The original home of social dialogue is regaining some spark, registering a 20% increase in the number of comments generated. Despite the platform’s age, Facebook posts are seeing livelier comment sections, pointing to the value of familiar formats and trusted communities. When brands nurture discussion and invite open input, their audience is ready to chime in.
- X:The nature of engagement here is brief and immediate; most users scroll, like, or move on. For those aiming to build actual conversation threads, success now depends on delivering hot takes or timely commentary that simply can’t be ignored.
Comments require time, and users are looking for quicker ways to engage with content. Instead of reacting publicly, they are forwarding content to friends privately or in group chats. This points to a shift toward connection-driven engagement.
It’s also important to note that Gen-Z is often described as the “spectator generation”, highly tuned in but selected about when and where they speak.
Also, platforms and algorithms are ever-changing. We’ve seen an increase in prioritisation around watch time and shares which could also explain this shift in behaviour. Overall, this shift tells us that users still care about content but they prefer to engage privately rather than through a public thread, leaving no trail. - Melody Doffman, Social Media Manager at Nestlé
Strategic tactics to increase your comments across platforms
Here are strategic tactics to help spark (and sustain) a lively comment section across any platform:
- Ask for feedback, ideas, or suggestions: Request input on new products, features, or content directions. Phrasing like “What should we try next?” or “How can we improve?” empowers your audience and shows that their voice matters, motivating them to comment.
- Share unfinished stories or open-ended scenarios: Post cliffhangers, “what would you do?” questions, or stories with missing pieces. The curiosity and desire to weigh in encourage followers to fill in the blanks and keep the conversation going.
- Partner with micro-influencers for authentic collabs: Instead of big-budget sponsorships, tap niche or local creators who align with your brand values. Their loyal, engaged audiences trust their content—meaning your brand message gets a genuine boost in both reach and interaction.
Average shares across platforms
As audiences grow more selective—often opting to scroll, swipe, or simply “like” in silence—the humble share has taken on a whole new significance. Shares are now the gold standard of audience action: proof that your content strikes a chord deep enough for someone to broadcast it beyond their own feed.
This shift is especially telling as passive consumption climbs across nearly every network. In a climate where getting users to even pause is a win, inspiring them to hit “share” says you’ve delivered true value—something worth amplifying
This year’s trends show that while not every platform is built equally for virality, every channel offers unique opportunities to inspire that all-powerful share.
- TikTok Virality is thriving on TikTok. Sharing culture on this platform keeps gaining momentum as users enthusiastically boost what entertains, educates, or hits a cultural nerve. For creators and brands with their finger on the pulse, TikTok continues to deliver unmatched share potential, actually registering a 45% more shares generated YoY.
- Instagram: Sharing on Instagram maintained its slow-but-steady climb, increasing by 12%. While the share button isn’t the platform’s star, consistently shareable content—think valuable tips, memes, or beautiful visuals—means audiences are a bit more willing to spread the love to DMs and Stories.
- Facebook: Sharing has seen an uptick on Facebook as well (increasing by 30%), confirming that meaningful, relatable content still finds its way to broader audiences here. Tapping into personal connections and community-focused posts is your in-road to more organic reach.
- X: Shares (retweets) on X remain flat, underscoring the challenge of igniting widespread conversation. To cut through, content must be especially bold, timely, or divisive—otherwise, users are much more likely to observe than amplify.
Strategic tactics to increase your shares across platforms
Turning scrollers into sharers is a mark of resonance on any platform. While TikTok leads the pack, every social network rewards content that taps into emotion or value—so focus on creating posts people can’t wait to show others.
- Leverage user-generated content (UGC): Spotlight posts, stories, and case studies from real customers and followers. Audiences are more likely to share content that features themselves or people they relate to—plus, UGC brings an instant credibility boost.
- Tap into emotion—humor, awe, or inspiration: Content that makes people laugh, grabs their attention, or lifts their spirits is naturally shareable. Lean into moments or messages that spark a strong reaction, and your followers will want to pass it on.
- Encourage sharing as a form of participation: Invite your audience to be part of a movement—whether it's tagging friends, joining a challenge, or sharing their take on a topic. When sharing becomes a way to participate, your reach multiplies.
If marketers want to drive more shares, they need to focus on content people genuinely want to send to their group chats. That might be something highly relatable, genuinely useful, creatively inspiring, or simply something that makes people smile. The common thread is value — your content needs to earn its place in someone’s scroll.
Sharing is also a form of self-expression. When people share a post, they’re signaling their interests, values, or sense of humor. Pay attention to your own behavior here: when you share content from other brands or creators, save it and ask how that idea could be adapted for your brand.
You also don’t need to reinvent the wheel. Analyze your most-shared posts to spot patterns in topics or formats, and don’t hesitate to repurpose what’s already worked. As marketers, we see everything we publish but the average follower doesn’t, which makes revisiting strong ideas even more effective. - Elissa Wardrop, Social Media Specialist at IKEA
Rata-rata tampilan di seluruh platform
Tampilan adalah dasar kesuksesan di social media. Setiap suka, komentar, atau berbagi dimulai dari seseorang yang menonton. Tapi kebiasaan menonton selalu berubah. Perubahan cara dan tempat orang menikmati konten menunjukkan di mana aksi dan peluang terbesar sebenarnya berada.
- TikTok Momentum di TikTok tetap kuat. Audiens terus hadir dalam jumlah besar, menaikkan rata-rata tampilan sebesar 3% YoY. Platform ini tetap menjadi pilihan utama untuk viral reach. Konten kreatif dan peka tren masih mendapatkan visibilitas luas di sini.
- Instagram Instagram mengalami kenaikan tampilan yang signifikan, naik 29%. Ini kemungkinan karena cara baru Instagram menghitung views (di 2025 impressions berubah jadi views). Catatannya: Instagram makin jadi tempat ampuh buat brand memperluas reach—terutama dengan konten singkat dan visual yang menarik.
- Facebook: Jumlah view di Facebook turun 17%. Ini menandakan organic reach makin menantang. Supaya menonjol, coba variasikan format, waktu, dan topik yang sangat relevan.
- X: Platform ini mencatat lonjakan view yang signifikan tahun ini, naik 50%. Lonjakan ini kemungkinan karena momen viral dan perubahan budaya di platform. Konten pendek, berbasis berita, dan visual menarik kini lebih mudah menjangkau audiens luas. Ada potensi baru untuk brand yang siap tampil berani.
In 2025, Instagram’s discovery engine pushed content further and faster than ever. With Reels now driving over 20% of time spent on the platform and expanded to three minutes, brands have more surfaces and more time to earn attention. Discovery no longer depends on follower count. Video-first content and collaborations are what the algorithm rewards, allowing even smaller brands to reach thousands organically and generate meaningful views without relying solely on paid spend. - Sara Zuehlke, Senior Social Media Strategist at Digible
Taktik strategis untuk meningkatkan tampilan di semua platform
Siap membuat kontenmu dilihat lebih banyak orang? Coba taktik terbukti ini untuk memperluas jangkauan dan menaikkan jumlah tampilan di setiap platform:
- Tap into cultural moments and real-time events:React to trending news, holidays, or viral topics with your brand’s unique angle. Timely, relevant reactions often earn higher viewst as audiences dive in on what everyone’s already talking about.
- Encourage team or employee sharing: Motivate internal team members or brand ambassadors to share your content to their networks, multiplying early exposure and attracting new eyes.
- Manfaatkan thumbnail dan judul yang menarik: Design strong, curiosity-driven thumbnails and headlines that stand out and make audiences want to click and watch.
The increase in views is a real opportunity for brands that felt priced out of reach before. As views go up, the pressure to be perfect goes down. What matters more now is showing up consistently with a clear point of view, focusing on creative, relevance, and storytelling rather than constant selling. Views open the door, but long-term brand building, recognition through repetition, and what you do once people are paying attention is what truly drives impact.” - Victoria I., Brand Manager at fatjoe
Benchmarking frekuensi posting bulanan
Seberapa sering kamu tampil sama pentingnya dengan apa yang kamu bagikan. Lihat sekilas bagaimana ritme postingan berkembang—dan apa artinya untuk visibilitas brand kamu di setiap platform:
- TikTok: Konsistensi tetap jadi kunci—brand terus menjaga postingan yang stabil. Platform ini memberikan penghargaan untuk partisipasi rutin, tanpa membuat audiens kewalahan. Fokus pada menjaga momentum dengan ritme posting yang santai tapi konsisten.
- Instagram: Jumlah postingan tetap stabil, menunjukkan bahwa di Instagram, kualitas dan variasi (perhatikan postingan, Stories, dan Reels), bukan hanya kuantitas, yang membuat audiens betah dan algoritma bekerja maksimal.
- Facebook: Penurunan tajam frekuensi posting (turun 48%) menandakan strategi lebih terarah. Brand kini mengutamakan pembaruan kurasi bernilai tinggi, bukan sekadar banyaknya posting, agar tampil menonjol di feed yang ramai.
- X: Laju posting meningkat (naik 40%), menekankan sifat real-time dan selalu aktif dari platform ini. Posting secara cepat dan dalam volume tinggi tetap jadi cara utama untuk relevan—terlambat sedikit, kamu bisa ketinggalan percakapan sepenuhnya.
The X platform rewards speed and conversation, not polished, curated, or aesthetic content. Brands need to stop treating X like it needs a content calendar. Encourage team members to engage in relevant conversations rather than creating only batched posts.
Set up monitoring or social listening tools for industry keywords, have clear brand guidelines, and let people be human. One authentic reply can outperform a week of scheduled posts. – Bukunmi Weke, Social media Strategist
For well-resourced teams with strong creative and production processes, posting 5 times per week is great as Socialinsider’s benchmarks also point out. But for many brands especially a small marketing team chasing frequency quickly becomes a creativity trap.
The number itself isn’t the issue; consistency and value are. I’d always choose fewer, higher quality posts that genuinely resonate over hitting an arbitrary posting target.” – Danielle Mote, Social media specialist, Construct It and BJS
Taktik strategis untuk optimalkan strategi postingmu
Ingin setiap postingan kamu berdampak? Coba taktik praktis ini untuk menyempurnakan jadwal posting dan menjaga engagement audiens kamu—apa pun platformnya:
- Buat dan jadwalkan konten secara massal: Rencanakan lebih awal untuk menjaga konsistensi (bahkan di minggu sibuk) dan temukan frekuensi yang tepat tanpa kelelahan.
- Campurkan format dan tipe konten: Jangan hanya mengandalkan satu jenis postingan—rotasi video, gambar, carousel, Stories, bahkan sesi live untuk menjangkau segmen audiens berbeda dan menjaga feed tetap segar.
- Gunakan analytics untuk menemukan waktu terbaikmu: Pantau kapan audiensmu paling aktif dan pola postingan mana yang menghasilkan engagement tertinggi. Sesuaikan kalender kontenmu untuk hasil optimal.
Lanjutkan membaca:
Metodologi
Dalam laporan benchmarking social media ini, kami menyajikan sampel perwakilan dari brand internasional yang aktif di TikTok, Instagram, Facebook, dan Twitter antara Januari 2024 hingga Desember 2025. Temuan studi ini didasarkan pada analisis 70 juta postingan social media.
Kami mendefinisikan tingkat engagement social media sebagai interaksi yang bisa diukur pada postingan Facebook, Instagram, Twitter, dan TikTok. Ini termasuk komentar, reaksi, dan berbagi, dengan keunikan masing-masing platform.
Tingkat engagement Facebook per postingan (berdasarkan pengikut): Tingkat engagement Facebook per postingan dihitung dari jumlah reaksi, komentar, dan berbagi pada postingan dibagi dengan total fans halaman tersebut. Hasilnya lalu dikalikan 100.
Instagram engagement rate per post (by followers): Instagram engagement rate per post is calculated as the sum of likes and comments on the post divided by the total number of followers that page has. The result is then multiplied by 100.
Twitter engagement rate per post (by followers): Twitter engagement rate per post is calculated as the sum of likes and Retweets received on the Tweet divided by the total number of followers that page has. The result is then multiplied by 100.
TikTok engagement rate per post (by followers): TikTok engagement rate is calculated as the sum of likes, comments, shares, and saves on the post divided by the total number of followers that page has. The result is then multiplied by 100.
Rata-rata suka per postingan: represents how many likes a post receives on average.
Rata-rata komentar per postingan: menunjukkan berapa banyak komentar yang diterima satu postingan secara rata-rata.
Rata-rata berbagi per postingan: menunjukkan berapa banyak berbagi yang didapat satu postingan secara rata-rata.
Rata-rata tampilan per postingan: menunjukkan berapa banyak tampilan yang didapatkan setiap postingan secara rata-rata.
Analisis pesaing kamu dalam hitungan detik
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