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Social Media Benchmarks

Do you wonder how your social media marketing performance stacks up to the competition? Or how your social performance compares to your industry as a whole?

To give you stronger, deeper competitive insights, we’ve gathered the averages of social media benchmarks from our database to help you measure success.

See how the hard work of social pays off

Our engagement benchmarks show how frequently brands post on social, receive social messages and how efficiently they’re replying to messages that require a response. We’ve also broken down the metrics by network so you can easily find the data you’re looking for.

All social media benchmarks Instagram engagement benchmarks Facebook engagement benchmarks Twitter engagement benchmarks How to find your social metrics

For an in-depth look at the research and methodology used to collect this data, see our recent  Sprout Social Index.

All Social Media Engagement Benchmarks

Industry Messages Sent Messages Received Engagement Per Post Inbound Messages Received Response Rate to Messages
All Industries 28.2 58.8 13.2 58.8 0.95
Health Care 16.5 17.3 9.4 17.3 1.06
Retail 35.9 81.3 19.5 81.3 1.20
Consumer Goods 16 51.5 21.2 51.5 1.16
Travel & Tourism 19.1 27 8.4 27 1.00
Sports 42.3 226.6 20.3 226.6 0.32
Media & Entertainment 66.7 128.9 19.1 128.9 0.81
Finance & Banking 21.6 39.8 5.6 39.8 0.75
Legal 14.2 21.4 22.3 21.4 0.60
Education 19.7 20.3 3.8 20.3 0.59
Real Estate 19.5 10.2 3.3 10.2 1.07
Recruiting & Staffing 19.1 27.7 2.9 27.7 0.80
Software, Internet & Technology 26.8 64.3 17.0 64.3 0.80
Nonprofit 18.3 98.6 12.6 98.6 0.73
Food & Drink / Restaurants 24.7 25 9.6 25 1.02
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Instagram Engagement Benchmarks

Industry Posts Sent Comments Sent Comments Received
Health Care 4.3 5 34.9
Retail 3.7 5.5 103.6
Sports 3.8 5.5 238.4
Media & Entertainment 5.5 5.4 148
Education 3.7 2.2 14.6
Real Estate 3.1 3.8 17.9
Software, Internet & Technology 5.6 5.5 82.5
Consumer Goods 7.9 7.6 117.1
Travel & Tourism 3.4 4.7 39
Recruiting & Staffing 3.2 5.8 23
Nonprofit 4.7 2.7 21.6
Food & Drink / Restaurants 5.1 5 37.1
Finance & Banking 7.4 3.7 14.1
Legal 4.9 2.2 26
All Industries 4.9 5 69.1
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Facebook Engagement Benchmarks

Industry Posts Sent Comments Received Private Messages Received Facebook Ratings Received Posts Received Facebook Comments Sent
Health Care 4.1 14.9 8.6 0.1 1.6 1
Retail 10.5 90.5 45.7 0.2 2.7 2.3
Sports 9.5 227.1 23.6 0.2 12.3 1
Media & Entertainment 17.8 506.6 41 0.2 7.4 1.9
Education 3.7 12.3 3.4 0 2.2 0.2
Real Estate 12.2 11.4 5.1 0.1 1.4 0.8
Software, Internet & Technology 3.7 65 30.9 0.1 2 1.8
Consumer Goods 3.1 196.8 24.6 0.1 4 1.9
Travel & Tourism 4.5 45.7 11.6 0.6 2.8 1.9
Recruiting & Staffing 3.4 17 20.5 0 0.7 0.8
Nonprofit 4.1 70.8 8.9 0 2.9 0.8
Food & Drink / Restaurants 9.3 42.8 10 1 2.9 1.9
Finance & Banking 4 14.5 23.9 0.1 1.1 1.2
Legal 2 26 2.8 0 0.8 0.3
All Industries 6.5 101.5 20.4 0.2 3 1.4
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Twitter Engagement Benchmarks

Industry Tweets Sent Retweets with Comments Received Retweets Direct Messages Received Status Received Retweets with Comments Sent Retweets Sent
Health Care 2.5 0.7 3.8 0.8 5.8 0.1 0.2
Retail 4 1.4 9.3 2.1 30.7 0.1 0.1
Sports 13.2 43.1 282.3 2.4 189.8 0.7 1
Media & Entertainment 15.7 19.5 101.9 2.3 77.7 0.4 1.2
Education 4.5 2.8 12 0.3 14.1 0.3 0.8
Real Estate 1.9 0.3 1.7 0.4 3 0 0.1
Software, Internet & Technology 5.4 3.4 19.5 3.4 27.5 0.1 0.4
Consumer Goods 2.2 2.7 63.7 1.5 21.1 0 0.1
Travel & Tourism 2.9 1.2 6.4 0.9 10.4 0.1 0.2
Recruiting & Staffing 4.1 0.3 2.1 1.4 4.9 0.1 0.2
Nonprofit 4.5 17.8 79.4 0.3 86.6 0.3 0.8
Food & Drink / Restaurants 3 0.8 4 0.9 10.1 0 0.1
Finance & Banking 7.5 1.2 6.1 4.3 10.3 0.1 0.2
Legal 3 5.1 14.7 0.1 17.4 0.1 0.5
All Industries 5.5 6.2 34.6 1.7 33.5 0.2 0.5
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How to find your social metrics

You can’t compare your numbers to the numbers above if you’re not familiar with your data. It’s easy to start your own free 30-day trial of Sprout Social, where you’ll gain access to all your social media data in one spot.

Here’s how:

  1. Start your Sprout Social trial.
  2. Connect the social profiles you’d like to see benchmarks on.
  3. Navigate to the Reports tab and analyze your own social data.

Engagement Report

The Engagement Report showcases all the metrics you see above, pulled right from your attached social profiles.

The high-level graphic above shows how your response time and response rate compare to other organizations. Below is a detailed breakdown of messages received and replies sent.

The Engagement Report also compares how days of the week or hours of the day impact your overall social media engagement rates.

Individual network reports

The Engagement Report also compares how days of the week or hours of the day impact your overall social media engagement rates.

It’s easy to customize how you analyze your social data to see how you’re performing compared to your industry.

Benchmarking your business’s social presence to industry peers is a start. But real progress will come with consistent improvements and evolution in your social media efforts.

The best way to make it all happen is with a social media analytics tool that shows you exactly how your data changes every day, month and quarter.

Explore Sprout Analytics