How to benchmark your engagement rate against industry standards.
We sourced data from 75 clients' authenticated accounts to provide better insights and benchmarking for engagement rates. We calculated the Engagement Rate by totaling the Total Engagement and dividing it by the total Post Impressions for each platform. Lastly, in order to provide specific, relatable insights we created market segments based on follow count and average impressions. For more in depth results, ask your CX manager for our full report!
Here is what we found:
Overall Insights by Platform
| Facebook Avg. Engagement Rate | |
| Overall | 1.53% |
| Text | 0.69% |
| Photo | 1.83% |
| Video | 1.23% |
| Instagram Posts Avg. Engagement Rate | |
| Overall | 10.82% |
| Photo | 10.81% |
| Video | 10.84% |
| Twitter Avg. Engagement Rate | |
| Overall | 1.00% |
| Text | 0.68% |
| Photo | 1.11% |
| Video | 1.02% |
| YouTube Avg. Engagement Rate | |
| Overall | 3.66% |
By nature, Instagram is expected to have the highest engagement rate — Facebook and Twitter are more normal. The metrics above are for general benchmarking, but we know you need more information to tell your unique story. Don't worry — we got you covered.
Expected Average Engagement Rate Per Platform using follower count
| Avg Engagement Rates based on Follower Count | |
| <100K | 2.00% |
| 100K-500K | 2.57% |
| 500K-1M | 1.83% |
| 1M-2M | 1.78% |
| 2M+ | 1.59% |
| Avg Engagement Rates based on Follower Count | |
| <50K | 11.08% |
| 50K-100K | 9.85% |
| 100k-250k | 7.33% |
| 250K-500K | 8.93% |
| 500k-1M | 9.39% |
| 1M+ | 9.62% |
| Avg Engagement Rates based on Follower Count | |
| <100K | 0.60% |
| 100K-500K | 0.58% |
| 500K-1M | 0.77% |
| 1M-2M | 0.94% |
| 2M+ | 0.99% |
YouTube
| Avg Engagement Rates based on Follower Count | |
| <25K | 4.48% |
| 25K-50K | 4.24% |
| 50K-75K | 4.20% |
| 75K-100K | 3.82% |
| 100K+ | 4.27% |
Notice on Facebook & Instagram that the more concentrated your audience is, the higher your engagement will be.
Expected Average Engagement Rate Per Platform using average impressions
| Avg Engagement Rates based on Avg Impressions | |
| <5K | 27.96% |
| 5K-25K | 1.96% |
| 25K-100K | 1.21% |
| 100K-500K | 1.48% |
| 500K+ | 1.75% |
| Avg Engagement Rates based on Avg Impressions | |
| <1K | 116.61% |
| 1K-50K | 8.45% |
| 50k-100K | 7.93% |
| 100K-500K | 9.62% |
| 500K+ | 11.30% |
| Avg Engagement Rates based on Avg Impressions | |
| <25K | 0.60% |
| 25K-50K | 0.52% |
| 50K-100K | 0.69% |
| 100K-150K | 1.15% |
| 150K+ | 1.17% |
YouTube
| Avg Engagement Rates based on Avg Impressions | |
| <1K | 5.64% |
| 1K-5K | 4.12% |
| 5K-10K | 3.67% |
| 10K | 3.52% |
Data collection and analysis by Vicky Castro.