The way people engage with technology brands is evolving—and so is how software companies must show up on social media. This comprehensive benchmark report breaks down what's actually working in tech and software marketing on social platforms today. Based on 12 months of visual performance data, this study reveals the real engagement metrics, content trends, and AI-driven opportunities that can help tech marketers level up their strategy in 2024.

Executive Summary

-Top-performing platforms for tech industry engagement rates—and how to use each one strategically

• Comparison of content types by engagement across Facebook, Instagram, X, LinkedIn, and TikTok
• A clear picture of what post formats are being used most vs. what actually performs
• Breakdown of the AI-generated content pillars that drive the strongest engagement across platforms
• Insights to help you boost followers, sharpen content strategy, and measure ROI of social media for software brands

Averages Across All Platforms

Looking across the board, TikTok and Instagram lead in engagement, but they serve very different roles.

TikTok dominates with engagement rates hitting up to 34% for small pages. It's the undisputed leader for emotional, viral, short-form video. Instagram averages around 2%, with Reels and carousels driving high interaction, especially for mid-sized software brands.

Facebook and X trail in engagement by followers (0.5% or less), but strategic use of video and real-time updates still delivers results. Meanwhile, LinkedIn quietly holds strong with a consistent 2.5% engagement by reach, regardless of audience size, making it a reliable player for B2B software engagement metrics.

If you're benchmarking your brand, these averages show where you're winning—and where you're leaking attention.

Engagement Rates by Content Type (Per Platform)

Not all content performs equally, especially in tech.

Facebook

Video leads at nearly 0.8% engagement, far outperforming the photos (0.3%) and links (0.2%) that dominate the platform. Reels show potential but remain underutilized.

Instagram

Video posts (5%) and carousels (1.3%) top the chart, slightly edging out Reels (2.7%). Brands that mix formats—rather than go all-in on Reels—see stronger results.

X (formerly Twitter)

Status updates and photos hit 0.3–0.4%, while video content falls flat. Animated GIFs do better than expected—suggesting X still has room for short, visual bursts of value.

LinkedIn

Documents and articles drive the most engagement (~0.3%), while videos and images rarely move the needle. Focused, long-form content wins the trust game here.

TikTok

Video remains king, with 10–12% engagement. Carousels are rare but show potential, hinting at a missed opportunity for content diversification.

Post Formats by Volume (Per Platform)

Here's what tech brands are actually posting versus what works.

Facebook

Photos dominate at 42%, despite lower engagement. Videos (21%) deliver stronger results but aren't prioritized. Albums and status updates round out the mix—heavy in volume, light on results.

Instagram

Reels rule the feed at 41.8%, followed by images (30%) and carousels (24%). Yet videos, despite being only 5% of posts, show the highest engagement, marking a big opportunity for brands to lean into video marketing benchmarks for the tech industry.

X (formerly Twitter)

Status posts (38%) and photos (27%) are the bread and butter, but animated GIFs—though only 0.9% of content—have standout engagement. Links and video posts continue to underwhelm.

LinkedIn

Images make up over 50% of posts, while videos, documents, and articles combine for about 43%. But only documents and long-form content actually perform—raising questions about overposting static visuals.

TikTok

Almost all content is video (99.2%), and it works. Carousels are barely used (0.8%) despite holding their own in performance, meaning there's space to experiment and stand out.

Top Content Pillars (Per Platform)

Here’s where content strategy gets sharp: the data shows which AI-generated themes pull engagement across platforms, and most brands aren't leaning in enough.

Facebook

The strongest content pillars on Facebook center around Tech Careers, Thought Leadership, and Industry News. These themes consistently outpace traditional promo content, yet many brands are still stuck in sales-mode posting. Posts discussing innovation and workplace culture outperform product updates, especially when paired with video. It’s a clear signal: tell stories, not specs.

Instagram

Instagram's top themes include Tech Careers, Future Innovation, and AI, with Tech Careers pulling a massive 14.1% engagement rate. It's not about the polish—it's about showing real people behind the tech. Brands tapping into culture, vision, and leadership win big, especially with short-form video or narrative carousels. It's emotional content that drives connection.

X (formerly Twitter)

X still thrives on relevance and immediacy. Here, Startups, Product Launches, and Tech Careers are the engagement leaders. These themes pair well with fast, punchy content—think status updates with strong POVs or visual statements. While engagement isn't sky-high overall, these pillars offer consistency for brands focusing on thought leadership or tech community dialogue.

LinkedIn

LinkedIn shines when the content adds real value. Tech Reviews, Tutorials, and Startup Spotlights outperform every other category. Articles and documents give you space to explain, demonstrate, and educate—and that's where engagement lives. If you're still posting image quotes and quick updates here, you’re missing the long game of trust and credibility.

TikTok

This platform flips expectations. The best-performing content pillars are Thought Leadership, Tech Careers, and Startup Life—but it's not suit-and-tie corporate speak. It's raw, human, and fast-moving. Brands showing behind-the-scenes moments, personal insights, or product-in-use content in a relatable way are pulling 22.9% engagement under the Thought Leadership umbrella. It's proof that you don't need polish—you need pulse.

These pillars are your blueprint for high-performing content, whether you're crafting SaaS social media benchmarks or building awareness for a cloud software platform.

Ready to download the full report?

The full PDF includes engagement benchmarks, visual breakdowns, and format-first content strategies—all tailored to the software and tech industry.

Whether you're leading social at a global tech company or trying to scale your startup with smarter posts, this report gives you the clarity to stop guessing and start optimizing.

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