The digital presence of manufacturing companies is evolving fast. Social media isn’t just for B2C anymore—it’s a vital tool for industrial lead generation, brand trust, and recruitment. This benchmark report breaks down 12 months of performance data to reveal exactly what’s working in social right now.

Executive Summary

• Best-performing platforms for industrial social media benchmarks—and how each platform delivers value differently
• Detailed breakdown of engagement by content type across Facebook, Instagram, X, LinkedIn, and TikTok
• Post format trends: what's most used vs. what's actually performing in the field
• Content pillars that drive the most engagement for manufacturers
• Strategic data you can use to build smarter B2B manufacturing social media metrics

Averages Across All Platforms

TikTok leads with 8.0% engagement by followers, thanks to video-first storytelling that connects.
Instagram follows at 2.2%, driven by native videos and well-executed Reels.
Facebook and X hold steady at 0.5%, but can still perform well with the right format.
LinkedIn lands at 0.4% for follower engagement, but 2.5% by reach—a strong signal for trust-building content.

Engagement Rates by Content Type (Per Platform)

Facebook

Video content dominates. With video pulling far higher engagement than photos, links, or status posts, brands need to shift resources into manufacturing video marketing benchmarks. Static content just doesn’t cut it.

Instagram

Native video leads. At 5% engagement, it outperforms both Reels and carousels. Reels are still solid, but best used alongside more intentional video storytelling.

X (formerly Twitter)

GIFs and photos outperform everything else. Video is flatlined. The takeaway? Focus on quick visual content, not full-length clips.

LinkedIn

Documents, articles, and text posts generate stronger engagement than images or video. Want real interaction? Go deep with thought leadership and insights.

TikTok

100% video—and it’s working. Short, emotional, and real-world manufacturing content delivers massive engagement, especially for smaller pages.

Post Formats by Volume (Per Platform)

Facebook

Photos (45.8%) and albums (19.6%) dominate despite weak engagement. Videos make up only 21.9% of content but outperform everything. Start reallocating.

Instagram

Images (37.9%) and Reels (35.2%) lead in volume. Videos are still rare (3.2%) but outperform all. Want better results? Invest in high-performing, story-first video.

X (formerly Twitter)

Photos and links dominate, but animated GIFs punch above their weight. Video still underperforms.

LinkedIn

Images account for over half of the content, but documents and articles generate better engagement. Text posts also perform well.

TikTok

Nearly all content is video, exactly how it should be. Carousel usage is low, but testing mixed formats could create new traction.

Top Content Pillars (Per Platform)

Facebook

Case studies, innovation content, and factory tours dominate engagement. Want better reach? Show your process, not just your products.

Instagram

Factory tours, tech trends, and employee spotlights lead. These themes drive emotional connection and performance.

X (formerly Twitter)

Employee recognition, thought leadership, and event content lead the way. Keep it timely and human.

LinkedIn

Posts about company growth, safety, and certifications win. These themes build trust with both partners and prospects.

TikTok

Top content plays include factory tours (61.7% engagement!), sustainability, and tech innovation. Raw content with heart outperforms polished clips every time.

Ready to download the full report?

The full PDF includes data tables, platform-specific breakdowns, and real-world strategy insights designed to help you optimize your manufacturing brand’s digital performance.

Whether you’re scaling B2B marketing on LinkedIn, experimenting with Reels, or launching short-form video for the first time, this guide gives you the clarity you need to act.

Download the PDF now and benchmark your social performance against the best in the industry.