The way consumers engage with beverage brands is evolving rapidly, and so are the strategies required to succeed. This comprehensive benchmark report details what is currently working in the beverage industry's social media marketing. Based on 12 months of performance data, the study provides a clear analysis of engagement metrics, content trends, and platform-specific opportunities designed to help beverage marketers drive stronger results in 2025.

Executive Summary

• Ranking of the top-performing platforms for beverage engagement, with strategic recommendations for each
• Comparison of content types by engagement rates across Facebook, Instagram, X, and TikTok
• Insights into post format usage versus actual performance to refine your publishing strategy
• Content pillars that drive the strongest engagement
• Actionable insights to improve follower growth, brand visibility, and social media ROI for beverage companies

Averages Across All Platforms

Across the FMCG — Beverages landscape, TikTok delivers the highest engagement, particularly for small to mid-sized brands, with follower engagement rates exceeding 27%. It remains the leading platform for short-form, high-impact storytelling.

Instagram continues to perform well, with Instagram engagement rates for beverage brands averaging around 2.1% for mid-sized profiles. Carousels and single images often outperform Reels in pure engagement, emphasizing the need for varied content strategies.

Facebook remains a valuable platform, especially when prioritizing video content. However, brands still relying heavily on photo albums or static posts see diminished results, according to Facebook beverage brand metrics.

X (formerly Twitter) struggles with reach and overall engagement, though specific formats like photos and animated GIFs show pockets of opportunity for beverage brands.

Understanding these averages helps benchmark your brand’s social media performance and prioritize efforts by platform.

Engagement Rates by Content Type (Per Platform)

Facebook

Video posts consistently outperform other formats, despite a lower volume compared to photos and albums. This trend highlights the need for beverage brands to invest in video marketing benchmarks on Facebook.

Instagram

Carousels demonstrate slightly higher engagement rates than Reels, particularly for mid-sized brands. Reels vs carousels for beverage industry data confirms that a diversified format strategy yields better results.

X (formerly Twitter)

Visual formats, including photos and GIFs, maintain modest engagement levels. Video content, however, remains largely ineffective for beverage companies on this platform.

TikTok

Video content dominates both in volume and engagement. Although underused, carousels also show promising engagement, suggesting additional opportunities for brands willing to experiment.

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Post Formats by Volume (Per Platform)

Facebook

Photos (49.7%) and albums (15.3%) represent the majority of content, despite lower engagement levels than video posts. Increasing the proportion of video content is a key opportunity for beverage brands.

Instagram

Reels account for 42.1% of posts, but carousel albums (18.7%) are crucial for driving consistent engagement, particularly during seasonal beverage campaigns and product launches.

X (formerly Twitter)

Photos and status updates comprise the majority of posts. Despite lower overall engagement on the platform, animated GIFs—though used sparingly—show strong performance.

TikTok

Video makes up 99.7% of posted content and continues to deliver superior engagement rates. Beverage brands focused on TikTok should maintain a heavy emphasis on frequent, authentic short-form videos.

Top Content Pillars (Per Platform)

Facebook

Promotional campaigns, giveaways, and sustainability-focused initiatives lead engagement, offering clear paths for beverage brands to connect with audiences through value-driven content.

Instagram

Product highlights, user-generated content (UGC), and seasonal campaigns drive the highest engagement. Aligning content with holiday hashtag performance for beverage brands can provide significant visibility boosts.

X (formerly Twitter)

Educational content leads engagement, suggesting that beverage brands should focus on informative, value-oriented posts to maximize returns on this platform.

TikTok

User-generated content dominates, with engagement rates exceeding 50%. Lifestyle marketing, seasonal content, and health-focused messaging also perform exceptionally well, offering clear directions for beverage brands aiming for viral success.

Ready to download the full report?

The full PDF includes detailed benchmark tables, platform-specific performance breakdowns, and strategic recommendations for improving social media outcomes in the beverage industry.

Whether you are managing an established brand or launching a new product line, this report provides critical insights to guide your social media strategies for beverage brands in 2025 and beyond.

Download the full PDF now and discover how your social media performance compares to the industry's best.