Education and parenting content consistently outperforms across every platform. This isn’t accidental — these niches generate genuine discussion. People have questions, share experiences, and come back for more. Its investment in creator tools, newsletters, and video is paying off with consistently rising engagement across all tiers. If you’re in B2B, finance, or career content, LinkedIn is where the attention is going. TikTok’s median engagement rate is 4.25% — more than double Instagram’s 1.81%.
- Facebook Reels and Groups remain the only formats showing growth; organic Page reach remains under 2%.
- Instagram’s 2024 benchmarks don’t apply to 2026 — the algorithm has shifted twice since then.
- At macro tier, the clean benchmark is 33% higher than the full-population number.
On LinkedIn, the average engagement rate for company pages is 2.05% 10. However, this rate varies depending on content type and company size. TikTok’s average engagement rate across all content is 4.07%, while eCommerce brands typically land between 2.8% and 3.5%.
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Benchmarks are compiled from the industry sources below plus platform-published data, and refreshed annually with quarterly spot checks. Formulas, assumptions, and the update schedule are documented on our Methodology page. Need a cut of the data we do not publish here, like a specific tier within a specific industry? The steepest decline of any major platform in our dataset. Develop informative content for learning and skill development.
Multi-image posts and native document carousels, in particular, show higher engagement rates. Multi-image posts led the way with an average engagement rate of 6.60%, followed by native documents (like PDF carousels) at 6.10% 2. Video content also showed impressive growth, reaching 5.60%, a notable jump from previous years 2. Pages with 1,000 to 5,000 followers often achieve engagement rates between 4% and 8%. In contrast, larger pages with over 50,000 followers generally see lower rates, around 1% to 3% 3.
On average, LinkedIn company pages grow by at least 1% per month. However, smaller pages with fewer than 5,000 followers typically experience faster growth, averaging over 1.5% monthly. Larger accounts, particularly those with over 100,000 followers, see a more modest monthly growth rate of about 1.2% 5. Across all industries, the median number of organic clicks for LinkedIn pages was 161.5 in late 2023 1.
Tiktok And Reels: Engagement Per View
Healthcare and education industries, both rooted in service and trust, show unique engagement trends. Healthcare companies achieved an average engagement rate of 3.3%, with median post impressions of 2,800. Meanwhile, the education sector saw engagement rates ranging from 3.0% to 4.0%, with impressions averaging around 4,800 68. Healthcare content often leverages educational carousels and behind-the-scenes posts to connect with audiences 6. LinkedIn continues to lead social platforms in engagement, with an average engagement rate of 6.50% in 2025 – outperforming Facebook, TikTok, and Instagram. Industry-specific benchmarks reveal significant differences, with Retail posts averaging 3.9%, B2B Tech at 3.6%, and Professional Services at 3.2%.
After a campaign, compare results against tier + niche benchmarks. An influencer who delivers above the 75th percentile is a top performer. As TikTok’s user base matures and ad load increases, engagement rates are normalizing — though it still leads all platforms by a wide margin. This multiplier holds across every follower tier and content niche — from nano creators to mega influencers. If you’re building an influencer database, you cannot compare TikTok and Instagram engagement rates directly without this multiplier.
Use this data to fine-tune your strategy, test new formats, and adjust your posting schedule for even better engagement. CTR benchmarks also vary based on content type and page size. For LinkedIn company pages with up to 5,000 followers, the average CTR is 2.2% 2.
The remaining audience is real, and real audiences interact more. That is why verified micro-influencer content on Influentials Perfogro Limited averages 4-8% in European markets. Real audience data means you can rely on the number in front of you.
For the smallest creators – those with fewer than 5,000 followers – the average engagement rate by views hits 4.20%. These accounts also experience follower growth rates that are eight times higher than those with over 100,000 followers. To break that stat down even further, the average engagement rates (by follower count) for carousel posts is 3.11%, images is 2.76%, and videos is 2.60%.
Every profile in the network is manually and algorithmically screened before admission, checking historical consistency and audience quality. After completing her Master’s degree in English, Karolina launched her marketing career in 2014. Engagements include likes, comments, shares, and saves (on platforms that track saves like TikTok and Instagram). Some platforms weight these differently in their algorithms, but for rate calculation, each action counts equally. LinkedIn continues to deliver the strongest engagement among major platforms, especially for B2B brands, thought leaders, and professional creators. Tracking your engagement rate isn’t just about proving that your posts perform well — it’s about understanding why your content connects (or doesn’t).
The only major platform with sustained year-over-year growth. 0.13% → 0.15% average engagement rate, even as the platform crossed a billion users. If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the social media posts that were part of the campaign. That’s the median engagement rate on Twitter/X — the lowest of any major platform in our 2026 benchmarks study. Establishing personal benchmark data starts with annual reports.
To actually turn these insights into better-performing campaigns, you need a platform that goes beyond simple calculators. At its core, your social media engagement rate measures how much your audience interacts with your content — not just how many people see it. It’s one of the clearest indicators of how well your content is resonating and whether your followers feel connected enough to respond. Social media engagement rates tell you how much your audience actually cares about your content. A strong engagement rate shows that people aren’t scrolling past your posts — they’re stopping, interacting, and connecting with your message. Sharing your performance data without including industry-specific social media benchmarks is like putting on a play without setting the stage.
Track your page’s performance regularly, comparing your metrics to industry standards. About 80% of engagement happens within the first 24 hours of posting 6. Encourage your team to engage with posts right after they’re published, as early activity signals LinkedIn’s algorithm to expand your reach. Additionally, repurpose high-performing content into multiple formats. For instance, a successful blog post can be transformed into a carousel, a short video, and a poll to maximize its value 13. Smaller TikTok accounts often enjoy higher engagement rates because they build closer, more tailored connections with their niche audiences.
It’s a sign that brands can pull back on volume and focus more on creating higher-quality content. This engagement rate formula gives you a realistic picture of how engaged an Instagram audience truly is, filtering out viral posts that might skew the average. Now that you know their Instagram engagement rate, find and connect with the right influencers.