Engagement benchmarks in 2025 by platform & niche — ER guidelines and how to interpret them

Engagement benchmarks are changing in 2025. Here’s what the data shows — and how to make those numbers work for you.

Social media engagement has become more fragmented as algorithms, formats, and audience habits evolve. To understand where your brand stands, it’s crucial to look at how engagement rates vary across major platforms and industries — and what they actually mean for your performance metrics.

What the data say

Recent reports from major analytics platforms show a continued decline in average engagement, but also major differences by format and audience size. These insights help brands set realistic expectations rather than chase outdated numbers.

• According to Hootsuite’s Q4 2024/2025 update, average engagement rates across industries are: on Instagram roughly 1.8%, on Instagram Reels about 2.1%, and on X just around 0.9% for “consumer goods & retail.”
• A large-scale study by ZoomSphere (over 5 million posts) found for 2025: Instagram static image posts at ~6.2% ER, while Reels at ~3.5% ER.
• The Favikon Engagement Rate Benchmark Report 2025 (6 million profiles) shows engagement drops as audience size grows and varies widely by platform.
• RivalIQ’s 2025 data indicate that average engagement has declined year over year — Instagram down ~16%, TikTok down ~34% in certain sectors.

These numbers are averages — not goals. The real value lies in comparing your performance to peers within your category and format type, identifying what’s trending up or down, and adapting content strategy accordingly.

What to use as an orientation

With so many moving parts, it helps to have general reference points. The following benchmarks can serve as a baseline when reviewing your analytics or setting new performance targets.

• A “healthy” ER on Instagram in 2025 sits around 1.5–3% for most industries (lower for large brands, higher for niche accounts).
• On LinkedIn, 3%+ indicates strong engagement for B2B content.
• Nano- and micro-influencers often achieve higher rates, so benchmarks should scale by audience size.
• Format matters: carousels and educational infographics often perform as well as, or better than, short-form video depending on audience type.

Use these figures not as a scoreboard but as a compass — a way to understand where you are in relation to the market and to identify what’s worth testing next.

How to interpret and apply these benchmarks

Knowing the numbers is one thing; interpreting them correctly is another. Engagement metrics only matter when viewed in context — by platform, audience, and trend.

• Treat benchmarks as directional, not prescriptive. Slightly below average can still be healthy if trendlines improve.
• Always compare within your industry, region, and account size for relevance.
• Use platform-specific averages as a diagnostic: if your Reels are at 1% ER while the industry median is 3.5%, it’s time to test new hooks or storytelling styles.
• Watch trends over time rather than one-off numbers — a declining global average often reflects algorithmic shifts, not underperformance.
• Combine ER with qualitative signals like saves, shares, and meaningful comments to measure real audience connection.

Ultimately, benchmarks are tools for reflection, not judgment. They guide creative and strategic decisions — helping you understand why something works and how to build on it.

Conclusion

Engagement benchmarks are not fixed goals but contextual indicators. They show where your content stands within a fast-changing landscape. In 2025, audiences are more selective, algorithms reward retention over reach, and quality interaction matters more than vanity metrics.

Track your engagement rate, but focus on its direction and depth: are you building loyal followers who react, share, and return? If so, you’re outperforming more than the numbers suggest — and building sustainable engagement that lasts beyond any algorithm shift.