In a time when headlines move fast and audience attention is even faster, news outlets need more than a basic social media strategy—they need one that's backed by performance data. This benchmark report breaks down what's really working in digital journalism today. From Facebook engagement rates for news media to TikTok news media performance, every insight is grounded in 12 months of social metrics, giving you a real-time pulse on how the best content performs.

Executive Summary

• Platforms that are driving the highest engagement for news content
• Breakdown of engagement by content type—what's actually performing vs. what's just getting posted
• Post formats that dominate—and which ones drive real results
• Content pillars that pull the strongest interaction for news publishers

Averages Across All Platforms

Zooming out across the landscape, TikTok and Instagram stand out as top performers for engagement, particularly for small to mid-sized publishers.

TikTok leads the pack by a long shot, with average engagement rates above 4%, and video views regularly topping 89K. Small accounts are punching way above their weight here. Meanwhile, Instagram delivers strong engagement at 2.2%, primarily through Reels and carousels, but a smart format strategy is critical to success.

Facebook and X (formerly Twitter) lag behind with follower engagement around 0.4–0.5%, but they still play an important role. Facebook sees higher interaction when video is prioritized, and X still performs for real-time and community-driven content when paired with the right storytelling.

Engagement Rates by Content Type (Per Platform)

Each platform has its strengths, and content type is the make-or-break variable.

Facebook

Despite being flooded with links and albums, video posts stand out clearly. They outperform every other format in engagement, especially for pages with 50K–100K followers. Reels are underused but promising. If you're stuck posting only links or photos, it's time to rethink your mix.

Instagram

Carousels edge out Reels and single images regarding engagement, particularly for mid-sized news brands. Reels still dominate volume, but performance varies. For journalism social media analytics, format variation—not repetition—is the smarter play.

X (formerly Twitter)

Video does little here. The best results come from status posts, photos, and even animated GIFs, especially for time-sensitive topics like elections or protests. Engagement rates are low, but timely, issue-driven posts still generate traction.

TikTok

It's no contest—video content rules. And it's not just because it's the default format. Posts that lean into human stories, urgency, or cultural relevance consistently hit higher engagement. Carousels are rare, but early signs show they're worth testing.

For teams focused on news video post engagement or real-time news engagement metrics, knowing what performs on each channel is key to creating with intent.

Post Formats by Volume (Per Platform)

What publishers post—and what audiences engage with—don't always match.

Facebook

Link posts dominate the feed at 65%, but they're underperforming. Video content accounts for just 12.5%, yet it drives the best results. The takeaway? There's massive upside in shifting focus toward high-quality video and pulling back on static content.

Instagram

Images lead with 49% of total posts, followed by Reels (35%) and carousels (14.6%). But here's the twist—carousels outperform Reels in engagement, and video posts, despite being just 1.4% of the content, have the highest engagement rates overall. Most publishers are underleveraging video, leaving meaningful performance gains untapped.

X (formerly Twitter)

Status and photo posts make up nearly 66% of all content, with video trailing. GIFs, although rare, show strong performance. If you ignore them, you're likely overlooking a niche audience that still responds to simple, fast-moving visuals.

TikTok

Video is nearly 99.3% of the content, which works just fine. Carousels are barely tested but show early promise. Still, this is the platform for high-frequency, high-impact short-form video. If your newsroom isn't built for speed and volume, TikTok will be a tough space to crack.

Top Content Pillars (Per Platform)

Here's where content strategy levels up—content themes consistently driving engagement.

Facebook

Tech News, Business Insights, and Sports Highlights top the charts, while more traditional formats like political coverage and entertainment trail slightly. Yet, video-first storytelling within these categories sees the best results.

Instagram

The strongest performers? Cultural Conversations & Trends, Tech News & Innovation, and Sports Highlights & Fan Engagement. These pillars consistently drive engagement, signaling that Instagram audiences respond best to timely, relatable, and visually engaging content.

X (formerly Twitter)

Business and Political Analysis pull the strongest engagement, followed by Tech and Entertainment. Think text-first, punchy updates with personality. X rewards speed, voice, and relevance over polish.

TikTok

Sports Highlights and Tech News dominate, with Travel and Entertainment not far behind. But what truly wins is content that feels human and shareable—Volunteer Spotlights, Breaking Updates, and Impact Stories are consistently viral.

Ready to download the full report?

The full PDF includes platform-by-platform data, engagement benchmarks, format breakdowns, and content insights designed specifically for news and media brands.

Whether you're managing a local news outlet, an investigative journalism team, or a digital-first publication, this study will help sharpen your social media strategy and identify what's really working across platforms.

Download the PDF now and see how your newsroom stacks up.