Social Media Platform Benchmarks

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

tools-only Updated Sep 29, 2026 7 repo stars

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Social Media Platform Benchmarks

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

Table of Contents

Engagement Rate Benchmarks
Click-Through Rate Benchmarks
Cost Benchmarks
Content Type Performance
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)

---name: social-media-platform-benchmarksdescription: Industry benchmarks for engagement rates, CTR, and ROI by platform.---# Social Media Platform BenchmarksIndustry 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)```

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npx skillmds@latest add tools-only/social-media-platform-benchmarks