# Social Media Platform Benchmarks

Industry benchmarks for engagement rates, CTR, and ROI by platform.

---

## Table of Contents

- [Engagement Rate Benchmarks](#engagement-rate-benchmarks)
- [Click-Through Rate Benchmarks](#click-through-rate-benchmarks)
- [Cost Benchmarks](#cost-benchmarks)
- [Content Type Performance](#content-type-performance)
- [Posting Time Optimization](#posting-time-optimization)

---

## Engagement Rate Benchmarks

### By Platform (2024-2025)

| Platform | Average ER | Good ER | Excellent ER |
|----------|------------|---------|--------------|
| Instagram | 1.22% | 3-6% | >6% |
| Facebook | 0.07% | 0.5-1% | >1% |
| Twitter/X | 0.05% | 0.1-0.5% | >0.5% |
| LinkedIn | 2.0% | 3-5% | >5% |
| TikTok | 5.96% | 8-15% | >15% |

### Engagement Rate Formula

```
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
```

Alternative (by followers):
```
Engagement Rate = (Likes + Comments + Shares) / Followers × 100
```

### By Industry

| Industry | Instagram | Facebook | LinkedIn |
|----------|-----------|----------|----------|
| Retail | 1.0% | 0.08% | 1.8% |
| Technology | 0.9% | 0.06% | 2.5% |
| Healthcare | 1.5% | 0.12% | 2.2% |
| Finance | 0.8% | 0.05% | 2.8% |
| Food & Beverage | 1.8% | 0.15% | 1.5% |
| Travel | 1.4% | 0.10% | 1.9% |
| B2B Services | 0.7% | 0.04% | 3.2% |

---

## Click-Through Rate Benchmarks

### Organic CTR by Platform

| Platform | Average CTR | Good CTR | Excellent CTR |
|----------|-------------|----------|---------------|
| Instagram | 0.22% | 0.5-1% | >1% |
| Facebook | 0.90% | 1.5-2.5% | >2.5% |
| Twitter/X | 0.86% | 1.5-2% | >2% |
| LinkedIn | 0.44% | 1-2% | >2% |
| TikTok | 0.30% | 0.5-1% | >1% |

### Paid Ad CTR by Platform

| Platform | Average CTR | Good CTR | Excellent CTR |
|----------|-------------|----------|---------------|
| Facebook Ads | 0.90% | 1.5-2% | >2% |
| Instagram Ads | 0.58% | 1-1.5% | >1.5% |
| LinkedIn Ads | 0.44% | 0.8-1.2% | >1.2% |
| Twitter Ads | 1.55% | 2-3% | >3% |
| TikTok Ads | 0.84% | 1.5-2% | >2% |

---

## Cost Benchmarks

### Cost Per Click (CPC)

| Platform | Average CPC | Low CPC | Industry Range |
|----------|-------------|---------|----------------|
| Facebook | $0.97 | <$0.50 | $0.50-$2.00 |
| Instagram | $1.20 | <$0.70 | $0.70-$3.00 |
| LinkedIn | $5.26 | <$3.00 | $3.00-$8.00 |
| Twitter | $0.38 | <$0.25 | $0.25-$1.00 |
| TikTok | $1.00 | <$0.50 | $0.50-$2.00 |

### Cost Per Thousand Impressions (CPM)

| Platform | Average CPM | Low CPM | Industry Range |
|----------|-------------|---------|----------------|
| Facebook | $7.19 | <$5.00 | $5.00-$15.00 |
| Instagram | $7.91 | <$5.00 | $5.00-$15.00 |
| LinkedIn | $33.80 | <$20.00 | $20.00-$50.00 |
| Twitter | $6.46 | <$4.00 | $4.00-$12.00 |
| TikTok | $10.00 | <$6.00 | $6.00-$15.00 |

### Cost Per Engagement (CPE)

| Platform | Average CPE | Good CPE |
|----------|-------------|----------|
| Facebook | $0.12 | <$0.08 |
| Instagram | $0.15 | <$0.10 |
| LinkedIn | $0.80 | <$0.50 |
| Twitter | $0.08 | <$0.05 |
| TikTok | $0.10 | <$0.06 |

---

## Content Type Performance

### Instagram

| Content Type | Avg Engagement | Best Use Case |
|--------------|----------------|---------------|
| Reels | 1.95% | Discovery, viral potential |
| Carousels | 1.92% | Education, storytelling |
| Single Image | 1.18% | Product showcase |
| Stories | 0.5% swipe-up | Time-sensitive, behind-scenes |

### Facebook

| Content Type | Avg Engagement | Best Use Case |
|--------------|----------------|---------------|
| Video | 0.26% | Brand awareness |
| Photo | 0.12% | Quick updates |
| Link | 0.05% | Traffic driving |
| Status | 0.04% | Community engagement |

### LinkedIn

| Content Type | Avg Engagement | Best Use Case |
|--------------|----------------|---------------|
| Document/PDF | 3.5% | Thought leadership |
| Native Video | 2.8% | Personal brand |
| Image | 2.0% | Announcements |
| Text Only | 1.8% | Professional insights |
| Link | 1.2% | Content sharing |

### TikTok

| Content Type | Avg Engagement | Best Use Case |
|--------------|----------------|---------------|
| Trending Sound | 8-12% | Discovery, virality |
| Tutorial | 6-10% | Education, value |
| Behind-Scenes | 5-8% | Authenticity |
| Product Demo | 4-7% | Conversion |

---

## Posting Time Optimization

### Best Posting Times by Platform

**Instagram:**
- Best days: Tuesday, Wednesday, Thursday
- Best times: 11 AM, 2 PM, 7 PM (local time)
- Worst: Sunday mornings

**Facebook:**
- Best days: Wednesday, Thursday, Friday
- Best times: 9 AM, 1 PM, 4 PM
- Worst: Weekends before noon

**LinkedIn:**
- Best days: Tuesday, Wednesday, Thursday
- Best times: 7-8 AM, 12 PM, 5-6 PM
- Worst: Weekends

**Twitter/X:**
- Best days: Wednesday, Thursday
- Best times: 8 AM, 12 PM, 5 PM
- Worst: Late night (after 10 PM)

**TikTok:**
- Best days: Tuesday, Thursday, Friday
- Best times: 7 PM, 8 PM, 9 PM
- Worst: Early mornings

### Posting Frequency

| Platform | Minimum | Optimal | Maximum |
|----------|---------|---------|---------|
| Instagram | 3/week | 1-2/day | 3/day |
| Facebook | 3/week | 1/day | 2/day |
| LinkedIn | 2/week | 1/day | 2/day |
| Twitter | 1/day | 3-5/day | 10/day |
| TikTok | 3/week | 1-3/day | 5/day |

---

## ROI Calculation

### Standard ROI Formula

```
ROI = ((Revenue - Cost) / Cost) × 100
```

### Social Media ROI Components

| Metric | Formula |
|--------|---------|
| Cost Per Click (CPC) | Total Spend / Total Clicks |
| Cost Per Engagement (CPE) | Total Spend / Total Engagements |
| Cost Per Thousand (CPM) | (Total Spend / Impressions) × 1000 |
| Return on Ad Spend (ROAS) | Revenue / Ad Spend |
| Customer Acquisition Cost (CAC) | Total Spend / New Customers |

### Engagement Value Estimation

| Action | Estimated Value |
|--------|-----------------|
| Like | $0.50 |
| Comment | $2.00 |
| Share | $5.00 |
| Save | $3.00 |
| Click | $1.50 |
| Follow | $10.00 |

**Total Engagement Value:**
```
Value = (Likes × $0.50) + (Comments × $2.00) + (Shares × $5.00) + (Saves × $3.00) + (Clicks × $1.50)
```
