What are social media benchmarks?
Social media benchmarks explained simply
Social media benchmarks are comparative values. They show how certain key performance indicators (KPIs) look on average - across:
Platforms
industries
Account sizes
time periods
Benchmarks do not answer:
But: 👉 How do you compare to others?
Why social media benchmarks are important
Classification instead of gut feeling
Without benchmarks, the following usually happens
Reach decreases → Panic
Engagement increases → Euphoria
Numbers are viewed in isolation
Benchmarks give context:
They don't replace analysis, but they prevent misinterpretation.
Social media benchmarks marketing - what they are used for
In marketing, benchmarks are mainly used for
Performance evaluation
reporting
Target definition
Expectation management
Especially in the B2B and agency context, social media benchmarks are often the only neutral reference.
Which KPIs are used for social media benchmarks?
Social media benchmarks KPIs - the classics
Benchmarks almost always refer to these key figures:
Reach
impressions
engagement
Engagement rate
Click-through rate (CTR)
Follower growth
Not every KPI is useful for every purpose. Benchmarks without a goal are worthless.
Social media performance benchmarks - a common misconception
Many are looking for the answer:
Which values are good?
The most honest answer: 👉 There are no good values - only suitable benchmarks.
A benchmark is:
not a target
not an ideal
not proof of success
It is an orientation value, not a judgment.
Social media benchmarks by platform
Why platform comparisons are difficult
Instagram, LinkedIn and TikTok work differently:
This is why cross-platform benchmarks are almost always misleading.
Social media benchmarks Instagram
Typical for Instagram:
Instagram benchmarks are heavily dependent on
Account size
industry
Content type
Social media benchmarks LinkedIn
LinkedIn benchmarks often show
Comparisons with Instagram are pointless here
TikTok social media benchmarks
TikTok benchmarks are:
Average values fluctuate strongly and quickly lose their significance
Social media benchmarks for companies
Why companies need benchmarks - and overestimate them at the same time
Benchmarks are important for companies in order to
Manage expectations
categorize reports
Recognize trends
But: 👉 Benchmarks are no substitute for defining goals.
A company without a clear social media goal can do nothing with benchmarks.
Benchmarks vs. own history
The most important comparison is often ignored
The most useful benchmark is: 👉 your own past
External benchmarks help with classification. Internal benchmarks help with control.
Typical mistakes with social media benchmarks
Using average values as a target
Comparing platforms
Reading benchmarks without context
Isolate individual KPIs
Ignoring industry differences
This leads to wrong decisions - despite data.
How to use social media benchmarks sensibly
A simple logic:
Define the goal
Select suitable KPIs
Use external benchmarks for classification
Prioritize internal development
Benchmarks are tools, not a strategy.
FAQ - Frequently asked questions about social media benchmarks
What are social media benchmarks?
Comparative values for KPIs to classify performance.
Are social media benchmarks reliable?
As an orientation yes, as an evaluation no.
Which KPIs are suitable for benchmarks?
Engagement rate, reach, click rate - depending on the objective.
Can benchmarks be compared across platforms?
No, this almost always leads to false conclusions.
Are benchmarks useful for small accounts?
Only to a limited extent - scattering is particularly high there.
Conclusion: Social media benchmarks are not a yardstick, but a mirror
Social media benchmarks do not tell you whether you are good, they show you where you stand.
Those who use benchmarks to:
gain orientation
categorize numbers
manage expectations
... use them correctly.
Anyone who sees benchmarks as a goal or judgment is using them incorrectly.
