The way people connect with causes has changed—and your social strategy should evolve with it. This comprehensive benchmark report reveals how nonprofits are using each platform today, what content performs best, and where the biggest opportunities lie for engagement, visibility, and growth.

Based on a full year of data from thousands of nonprofit accounts, this report breaks down what's actually working—not just what's trending. Whether you're fundraising, recruiting volunteers, or growing awareness, these benchmarks give you the clarity and direction to make smarter, faster decisions on social.

This isn't guesswork—it's a data-backed strategy, built for impact.

Executive Summary

• Top-performing platforms for nonprofit engagement, and how to use each one more effectively
• Detailed look at engagement by content type across Facebook, Instagram, X, LinkedIn, and TikTok
• Formats nonprofits are using most, and how that compares to what actually works
• AI-powered analysis of the top-performing content themes for each platform
• Strategic takeaways to help you boost engagement, reach, and donation potential across channels

Averages Across All Platforms

When you zoom out across all five major platforms, clear patterns begin to emerge, and nonprofits are holding their own in surprising ways.

Facebook continues to deliver consistent engagement, especially for small to mid-sized pages. Pages with 1K–5K followers see some of the highest engagement rates by followers, outperforming many larger accounts. The key driver? Video. Pages leaning into emotional, short-form clips consistently beat the average, while image-heavy pages lag behind.

Instagram remains a reliable high performer for nonprofits focused on visual storytelling. With a 2.2% average engagement rate by followers, it offers strong returns on content that feels human, mission-driven, and emotional. Reels may drive reach, but carousels and static images often win when it comes to meaningful interactions, especially for accounts in the 10K–50K follower range.

X (formerly Twitter) presents challenges. It shows zero measurable engagement by reach, and video performance is nearly nonexistent. But that doesn't mean it's useless. Status updates and photos still hold power, particularly for organizations tapping into real-time advocacy, updates from the field, and grassroots engagement.

LinkedIn, often underused by nonprofits, tells an interesting story. While engagement by followers is modest (0.1%–0.8%), its engagement rate by reach is a steady 2.5% across all page sizes. That means your content may not drive tons of interaction from followers, but when it reaches the right people, it resonates. For cause-focused thought leadership, volunteer recruitment, or employer branding, LinkedIn still matters.

TikTok continues to dominate on the engagement front. With an average engagement rate by followers of 4.2% and 89K average video views, it's easily the platform delivering the most exposure per post. And unlike other channels, smaller pages often perform better, thanks to the For You algorithm's focus on relevance over follower count.

Engagement Rates by Content Type (Per Platform)

Content type is a major driver of performance, and across platforms, the most engaging formats often aren't the ones being posted most.

On Facebook, video is king. Despite being underused compared to photos and status updates, video consistently pulls the highest engagement by impressions and reach. Status updates also performed well, but only when they were story-led, personal, or reflective—generic updates just didn't land. Link posts performed worst, dragging down overall page performance despite high post volume.

Instagram shows a slightly different pattern. While Reels dominate in content volume, carousel posts and single images often outperform engagement, especially for mission-driven nonprofits. The winning content blends aesthetic quality with emotional depth. Carousels drive deeper interaction than short-form video when paired with powerful captions.

X (formerly Twitter) remains heavily text-driven. Engagement rates are highest on status posts and photos, particularly when tied to advocacy moments or on-the-ground updates. Videos continue to struggle here, barely generating interaction. Interestingly, GIFs—though rarely used—performed well in driving shares and replies, offering a playful alternative to static visuals.

On LinkedIn, performance varies widely by format. Video posts are the second most-used format but fail to drive meaningful interaction—likely due to weak organic reach and algorithmic deprioritization. By contrast, document posts and articles offer more depth and often spark niche but highly valuable engagement. Images are the most common post type by far, but they tend to underperform unless paired with strong, mission-aligned captions. Engagement here favors depth over flash—content that educates, inspires, or elevates community voices.

And on TikTok, it's no surprise: video drives everything. But it's not just about volume—it's about heart. Videos that center real people, real missions, and real-time experiences outperform highly edited, brand-focused content. Behind-the-scenes clips, campaign launches, and community moments generate the kind of connection other platforms just can't replicate.

Post Formats by Volume (Per Platform)

Looking at what nonprofits post across each platform reveals clear content trends—and just as clearly, where there's room to grow.

Facebook is still dominated by photos and albums, formats that no longer match the platform's engagement potential. Despite consistently outperforming everything else, video makes up a small share of content. Status posts are common but hit-or-miss—high engagement only shows up when they're emotionally charged.

On Instagram, Reels make up a large portion of NGO content, followed by carousels and static images. But despite the popularity of Reels, carousels often drive more sustained interaction, particularly for posts that tell a story or showcase campaign outcomes. Single-image posts still work well for recognitions and quick impact statements.

X (formerly Twitter) sees a predictable mix: most posts are status updates or photos. GIFs are severely underused but remain among the few formats consistently generating meaningful interaction. Link posts and videos underperform across the board.

LinkedIn is skewed heavily toward image posts, which make up over half of all nonprofit content. However, images aren't driving the best results. Documents and articles, while making up less than 22% of post volume combined, are more likely to spark comments and shares, particularly on topics tied to nonprofit operations, thought leadership, and community highlights.

TikTok, as expected, is nearly all video. Nonprofits that post frequently—sometimes hundreds of videos a month—see much higher reach and engagement than those treating the platform like a content afterthought. Carousels make up just over 1% of content, and while promising, they aren't yet a major driver of performance.

Top Content Pillars (Per Platform)

Format matters—but what you say is just as critical as how you say it.

On Facebook, content rooted in human and civil rights, impact stories, and volunteer recognition pulled the strongest engagement. This makes sense: Facebook's audience still values emotional, community-focused storytelling. Posts that highlight people over programs—whether it's a volunteer making a difference or a community uplifted by your work—are the ones that resonate most.

Instagram continues to reward emotionally charged, visual-first content. Posts focused on animal rights, child development, and even humor and gaming consistently outperformed traditional fundraising asks. NGOs leaning into creative, relatable, and sometimes playful content are connecting in deeper, more memorable ways.

On X (formerly Twitter), the pillars with the highest interaction revolved around community voices, conflict resolution, and volunteer spotlights. These are topics that reflect urgency and action. Short, mission-first language combined with reactive posting (think news cycles or local milestones) made a noticeable difference in engagement.

LinkedIn favored thoughtful, informative content. Posts about disability rights, health and safety, and economic awareness performed best, especially when presented as insights, milestones, or document-based updates. Organizations that use LinkedIn to educate and inspire, rather than just promote, see more traction, particularly when posts tap into professional values and sector impact.

On TikTok, the winning themes were highly emotional and action-oriented. Urgent fundraising appeals, volunteer moments, and animal protection stories ranked highest for engagement. Posts that centered people in the moment—real footage, real stakes—outperformed even the slickest brand content.

Ready to download the full report?

The full PDF gives you access to complete benchmark tables, platform breakdowns, and strategic insights across every major channel. Whether you're building a content calendar, pitching campaign ideas, or reporting to stakeholders, this data will give you a clear edge.

If you're working to boost donations via social media, grow engagement, or simply create more meaningful content, this report is your roadmap.

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