The way consumers interact with brands on social media is shifting fast, and so is the way marketing teams need to approach content across platforms. This comprehensive social media benchmark report breaks down what’s actually working in social right now. Based on 12 months of performance data from thousands of profiles across all industries, this study reveals the real engagement metrics, format trends, and platform-specific opportunities that can help you build smarter strategies.

Averages Across All Platforms

Executive Summary: Top Engaging Industries by Platform

New benchmark data shows that top-performing industries vary widely across social media platforms. Engagement isn’t one-size-fits-all—success depends on how well industries adapt to each platform’s audience and content style.

On Facebook, News & Media leads with the highest engagement, followed by Fashion & Apparel and E-Commerce—sectors that excel at timely updates and consumer-focused content.

Over on Instagram, Airlines, Music & Performance Arts, and NGO & Charity thrive through visually rich, emotional storytelling.

X (Twitter) favors fast-moving industries like Travel, Finance & Banking, and Healthcare, where timely info and service updates drive interaction.

Meanwhile, LinkedIn sees top engagement from Hospitality, E-Commerce, and Education, highlighting the power of professional narratives and career content.

TikTok delivers a surprise: Government & Public Institutions, News & Media, and Industrial & Manufacturing take the top spots. Their creative, behind-the-scenes, and educational content proves that even the most traditional sectors can win big when they play to the platform.

All engagement rates are calculated using follower counts, ensuring we can make clear and accurate comparisons. This method allows us to evaluate performance fairly and consistently across different accounts.

Ready to download the full report?

The full PDF includes benchmark tables, platform-specific breakdowns, and real-world strategy insights—all designed to help you optimize your brand’s social media strategy across industries.

Whether you’re managing a global enterprise, scaling a startup, or running an agency, this report will help you back up your content strategy with performance metrics that actually matter.

Download the PDF now and see how your social media performance stacks up.