The 2025 Content Benchmarks Report

Things move fast in the world of social, but the need for content is constant. Regardless of industry or geography, content is the crux of every brand’s social strategy. How does your strategy stack up?

The 2025 Content Benchmarks Report offers a glimpse into performance trends across industries and networks, the types of content and engagement audiences crave today, and what that means for the year ahead.

Through an analysis of more than 3 billion messages from over 1 million public social profiles—and consumer surveys from across the US, UK and Australia—we’ve compiled all the insights you need to shape a social content strategy that speaks directly to your audience and leapfrogs the competition.

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How to use this research

Contextualize your performance

Explore our social publishing and engagement benchmarks for over two dozen industries to help you understand how your approach stacks up. Use these insights to compare performance against direct and indirect competitors, and set realistic goals with leadership.

Craft content that can’t be ignored

Social media content saturation is at an all-time high. Posting for the sake of posting isn’t enough to capture attention. We share data on the content qualities audiences say make brands stand out, and profile brands whose content stands apart for all the right reasons.

Lean into community engagement

Consumers want to be listened to. Community building is equally (if not more) important than content creation when it comes to securing trust and driving sales on social. Use these insights to calibrate a customer engagement strategy that exceeds expectations.

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

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