The way consumers shop, scroll, and engage with brands is changing fast, and if you're still treating social media like a one-size-fits-all game, you're already behind. This data-rich benchmark report breaks down what's really working in retail social media. Built on a full year of performance insights, it reveals what content drives engagement, which platforms are paying off, and how your retail brand can grow smarter in 2024.

Executive Summary

• Top-performing platforms for retail engagement rates—and how to optimize your strategy for each
• Deep dive into engagement by content type across Facebook, Instagram, X, and TikTok
• Side-by-side look at what post formats are used most—and which ones really perform
• Top content pillars that drive engagement across retail social channels
• Data-backed takeaways to boost retail brand visibility, follower growth, and campaign performance

Averages Across All Platforms

Instagram and TikTok lead the pack in retail engagement, but for totally different reasons.

Instagram's average engagement by followers hits 2.2%, driven by visually rich formats like Reels and carousels. It's a goldmine for mid-sized brands blending promotional content with storytelling. Meanwhile, TikTok retail industry metrics show explosive engagement, averaging 4.2%, and spiking to 19.3% for small accounts under 5K followers. The takeaway? Short-form, emotional video wins every time.

Facebook sits lower at 0.5% engagement by followers, but brands using video content—especially those in the 50K–100K range—are unlocking strong results.

These numbers set the stage for your own social media performance metrics for retail—use them to benchmark your strategy and adjust where you're underperforming.

Engagement Rates by Content Type (Per Platform)

Let's talk formats—because what you post matters just as much as where you post it.

Facebook

Photo and album posts make up the bulk of content, but they're underdelivering. Video content pulls the highest engagement, especially when used for customer stories or impact-driven moments. Reels, while rare, offer untapped potential—brands using them strategically already see spikes in interaction.

Instagram

Carousels quietly outperform Reels here, offering the best engagement for mid-sized retail accounts. Video still leads in raw performance, but it's underused. The smart move? Blend Reels, carousels, and static images for maximum reach and retention.

TikTok

This one's simple: video is king. Nearly every post is video, and it works—especially for emotionally resonant themes. Interestingly, carousel-style posts, though rare, show promise with similar engagement. More brands should be testing them.

Post Formats by Volume (Per Platform)

Knowing what brands are posting—and where they're missing opportunities—is half the battle.

Facebook

Photos account for over 40% of content, with albums next in line. But these formats consistently lag in engagement. Video posts make up just 16%, despite delivering higher results. There's massive room here to pivot toward richer, more visual storytelling.

Instagram

Reels dominate at 41.1%, followed by images and carousels. Yet it's carousels that often win on engagement. The data is clear: variety works. Reels alone won't cut it if you want to build long-term engagement and avoid scroll fatigue.

TikTok

As expected, it's all about video—99.8% of posts are video. However, carousels, though just a sliver of the content pie, show potential with strong engagement. Retail brands could stand out fast just by diversifying what they post here.

Top Content Pillars (Per Platform)

Want to know which themes actually move people to click, like, and share? These are the best content types for retail social media, according to the data.

Facebook

Content that spotlights real customers and brand values pulls ahead. Customer Spotlights, Behind-the-Scenes moments, and Brand Story posts consistently outperform promotional content. It's all about building trust and relatability.

Instagram

Engagement is highest when posts feel human. Customer-generated content, Testimonials, and Exclusive Offers all stand out. If you only post polished product shots, you're missing what truly connects.

TikTok

Seasonal Campaigns, Educational Content, and Brand Stories are the heavy hitters. TikTok rewards emotion, relatability, and creativity over polish. If your content feels like an ad, it probably won’t perform.

Ready to download the full report?

The full PDF includes detailed benchmarks, visual graphs, and real-world insights to help your brand dominate social media this year.

Whether you're scaling your retail influencer marketing strategy, optimizing your content calendar, or just figuring out where you stand, this report gives you the numbers and the narrative to make better decisions.

Download the PDF now and see how your retail brand stacks up.