Are you trying to understand your social media performance with constantly changing algorithms and what platforms focus on?
This might help: Hootsuite recently published their Social Media Benchmarking Report for Q2 2024, which is based on 100 social media profiles within each market vertical, collected from Hootsuite’s user base.
Full figures presented for various industries include overall impressions, audience growth, engagement rates, posting frequency and more.
In this case, the numbers are 30-day averages, so if you want to measure the performance of your Facebook page, simply compare your 30-day statistics with these numbers.
It is worth highlighting that this is a relatively small sample size for each segment, with only 100 profiles used, but it is still enough to provide more specific targeting of sectors based on average performance.
Hootsuite also includes Instagram impression statistics (again for 30 days).
Facebook and IG posting frequency figures are also included, giving an idea of how much content each sector is producing.
Of course, there are many different factors at play here and there is no clear, prescriptive target performance figure to strive for, but as a comparison and expected overview, these data notes can give you some idea of where other brands in your category are standing and how they are achieving those figures.
It also matters what type of posts you upload, how compelling your copy is, and whether you use video content – these are all additional considerations.
But the most important factor in all of this is whether your social media activity is driving actual sales.
The trap you can fall into is targeting engagement to meet some standard benchmark, but really, if what you're doing is helping drive revenue, it's working for your audience.
But if you want to see how other brands are faring, this data might be useful.
You can read Hootsuite’s full Q2 Social Benchmarks report here.
