The way people connect with food brands is evolving fast, and if you're still posting the same content across every platform, you're already behind. This comprehensive benchmark report digs into what's actually working in FMCG food social media performance today. Backed by 12 months of platform data, this study uncovers real engagement rates, content trends, and opportunities to help FMCG food companies build stronger strategies in 2024.

Executive Summary

• Top-performing platforms for food brand engagement—and how to use each one strategically
• Comparison of content types by engagement across Facebook, Instagram, X, TikTok, and LinkedIn
• Clear look at what post formats dominate vs. what actually performs
• Content pillars that consistently drive top engagement
• Actionable insights to boost engagement and growth for fast-moving consumer goods in the food space

Averages Across All Platforms

Looking at the full landscape, TikTok and Instagram lead the pack in engagement, but each platform plays a different role.

TikTok dominates with an average engagement rate of 12.5% by followers, driven by near-constant video content and viral potential. It's the top choice for short-form video benchmarks for FMCG food brands.

Instagram follows with 1.9% average follower engagement, powered by a mix of Reels and carousel posts. It's ideal for food storytelling, aesthetic visuals, and influencer collaborations.

Facebook comes in at 0.7%, but don't count it out—smaller pages are overperforming here with smart video use. Facebook food brand metrics still matter, especially when scaled right.

X (formerly Twitter) lags in reach but still delivers for community storytelling and time-sensitive updates, with mid-sized pages pulling higher impression engagement (up to 5.1%).

LinkedIn, while quieter, is consistent. Engagement by reach sits at 2.5% across all page sizes, making it a smart space for thought leadership, B2B connections, and ethical sourcing stories.

Engagement Rates by Content Type (Per Platform)

Facebook

Video wins. With engagement rates far ahead of photos and links, it's the must-use format. Reels are still underused but show promise. Photo post engagement for food products is low despite high usage.

Instagram

Carousels take the lead in engagement, beating even Reels. Combine narrative storytelling with swipeable visuals to make your content stick. Use carousel post engagement for food brands as a benchmark to balance your format mix.

X (formerly Twitter)

Animated GIFs and photo posts edge out video, which barely registers. If you're posting on X, lean into quick, visual, and community-driven storytelling. Video here? Skip it.

TikTok

Video is everything—it makes up almost 100% of content. Engagement is sky-high, especially for small brands. Carousels show surprising potential, despite low volume. If you want to own short-form video benchmarks for FMCG food, TikTok's the platform.

LinkedIn

Text and image posts dominate volume, but documents and articles pull more engagement. Video underperforms here. This is where food brands should go deep with sustainability insights, health tips, and behind-the-scenes strategy.

Post Formats by Volume (Per Platform)

Facebook

Photos make up 67% of content, but video and Reels are what actually engage. This mismatch is a missed opportunity for brands. It’s time to cut back on photo spam and refocus on format that performs.

Instagram

Reels lead at nearly 47% of content. But overreliance is risky—carousels outperform them often. Brands sticking to only Reels are missing out on deeper interaction.

X (formerly Twitter)

Photos rule, followed by status posts. Links and video underperform across the board. GIFs are a hidden gem, making up just over 1% of content but with solid engagement.

TikTok

It's 99.9% video—and rightly so. However, carousels, while rare, have similar engagement potential. Food brands ready to diversify will be early adopters in a growing format category.

LinkedIn

Image posts lead, but documents (13%) and articles (7%) punch way above their weight in engagement. Polls and text posts are used sparingly, but can add interaction variety.

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Top Content Pillars (Per Platform)

Facebook

Contests & Giveaways (1.3%), UGC, and Health & Nutrition Tips lead engagement. These outperform typical promo content by a long shot. If you're still pushing new product posts only, it's time to pivot.

Instagram

Educational content and ingredient insights top the list with 2.7% engagement. UGC and influencer collabs also perform well. Forget overproduced ads—value-first content wins here.

X (formerly Twitter)

Themes like Lifestyle & Events, Seasonal content, and UGC pull stronger engagement than traditional food promos. Raw, real, and human-focused messaging works best.

TikTok

Sustainability & Ethical Sourcing is king here, with a massive 17.8% engagement rate. Health tips, recipes, and giveaways follow. Emotional, culturally relevant storytelling thrives.

LinkedIn

Health & Nutrition, Sustainability, and UGC come out on top. These pillars bring higher engagement than corporate updates or brand wins. Think value, not vanity.

Ready to download the full report?

The full PDF includes performance benchmarks, platform deep-dives, and real-world social strategies for food brands. Whether you're managing organic food brand social media metrics, running snack campaigns, or tracking FMCG beverage benchmarks, this report will help you unlock growth with clarity.

Download the PDF now and see how your food brand’s social media performance stacks up.