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The Social Media Benchmarks Brands Need To Maximize ROI
To win in today’s social media landscape, brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, brands are turning to measures such as engagement, owned reach, and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest cross-channel social media benchmarks, learn how leading brands on TikTok, Instagram and YouTube are staying ahead of the competition, and uncover critical KPIs from across all channels (including Facebook, X/Twitter and Pinterest).
For these social media benchmarks, Dash Hudson pulled a sample of national and international companies across TikTok (n=691), Instagram (n=1,309), and YouTube (n=383), analyzing their activity between Jan 1, 2023 – June 30, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers. The results have been published in separate reports broken down into the following industries: Beauty, Fashion and Luxury, Media and Publishing, CPG, Food and Beverage, Retail, Home, and Children and Baby.
* The cross-channel Engagement Rate is a metric used to compare each platform’s short-form video offering equally. See the report for the full methodology.
Gain Insider Knowledge On:
Emerging trends in social entertainment, broken down by channel and industry.
Dash Hudson’s exclusive, industry-specific social media benchmarks.
Strategies employed by the best-performing brands in each category.
Beauty Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Beauty Industry Benchmarks. See the report for the full methodology.
The Beauty industry has experienced a strong improvement in TikTok metrics, while Instagram remains saturated and YouTube is relatively untapped, leaving room for brands to compete. Celebrity-founded brands are leading the pack, however smaller brands are succeeding through humor, authentic content that embraces imperfections and a keen understanding of their communities — including the trendy content that inspires them to engage.
In This Social Media Benchmarks Report You’ll Learn:
How the Beauty industry’s performance on social channels has changed over the past six months.
The state of the fierce brand competition on TikTok, and the KPIs that brands are tracking to come out on top.
How audience expectations on Instagram have changed, what is leading to declining growth and how brands are revitalizing their content strategies.
Who the top-performing brands in the industry are, and the tactics they are using to win over audiences.
Download the Full Beauty Industry Report
Fashion and Luxury Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Fashion and Luxury Industry Benchmarks. See the report for the full methodology.
The Fashion and Luxury industry is seeing steady growth in Video Views across channels, and has succeeded in increasing its Engagement Rate on TikTok and avoiding plateaus on Instagram. This is a marked improvement from its performance six months ago, suggesting that brands have become less precious with their curated branding and have embraced lo-fi entertainment to expand to new audiences.
In This Social Media Benchmarks Report You’ll Learn:
How the average performance of Fashion and Luxury brands has changed over the past six months.
Tactics that brands can employ to improve their average Engagement Rates, making the most out of their high Reach.
The opportunity that YouTube presents for Fashion and Luxury, the fastest-growing industry on the platform.
Examples of top-performing brands that are setting the standard for the industry, as well as deep dives into what they’re doing well.
Download the Full Fashion and Luxury Industry Report
Retail Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Retail Industry Benchmarks. See the report for the full methodology.
Social media has made rapid advancements in 2023, and many Retail brands are unsure of how to proceed or how to use new features to their advance. Many brands in this sector are seeing declining growth as a result of this hesitation. However, there are certain brands that have succeeded in taking new approaches to their content, and in this report we explore tactics for all brands to improve their performance KPIs.
In This Social Media Benchmarks Report You’ll Learn:
How benchmark KPIs for the Retail industry have shifted in the past six months.
Areas of opportunity for brands looking to optimize their social strategies and see sustained growth.
The role short-form video plays on each channel, and how brands can make the most out of their content to see results on every handle.
Examples of brands that have succeeded in reinventing their social presence, capitalizing on users’ love for entertaining content to earn higher Engagement Rates.
Download the Full Retail Industry Report
Home Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Home Industry Benchmarks. See the report for the full methodology.
The Home industry is seeing plateaus in growth on social media. Declining Entertainment Scores indicates that brands do not yet have a handle on how to make the types of content that energize users on TikTok and Instagram Reels. However, the Home industry has succeeded in inspiring conversations in DMs, and Shares have become a crucial KPI that indicate purchasing intent. The brands that are leading the way have succeeded in figuring out what drives their communities to interact with posts and share content with others.
In This Social Media Benchmarks Report You’ll Learn:
The shifts in average performance on social media for Home brands in the past six months.
Tactics for creating high-performing content, including visually compelling videos.
How to optimize content to better engage and retain viewers in the Home industry.
Brands that are leading the way in making content that energizes their communities.
Download the Full Home Industry Report
Media and Publishing Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Publishing and Media Industry Benchmarks. See the report for the full methodology.
The Media and Publishing industry continues to lead the way on TikTok and Instagram with the highest Engagement Rate, Entertainment Score and Reach. The industry is seeing substantial growth of all benchmark KPIs, and its success can be attributed to users’ desire to be entertained on social media. As entertainers and educators, marketers in this industry have a strong understanding of how to make compelling content. However, there is room for further optimization of YouTube strategies, especially as the decades-old platform is seeing sustained growth and introducing new features to compete with other channels.
In This Social Media Benchmarks Report You’ll Learn:
How performance KPIs have shifted for Media and Publishing brands, as social media has begun to compete with television and streaming platforms for audience attention.
The ways in which the industry is succeeding, including a deep dive into its continued reign as the highest-performing industry on social media.
How brands are able to grow both Reach and Engagement Rate at the same time.
Examples of Media and Publishing brands that are succeeding in energizing audiences and building communities around their content.
Download the Full Media and Publishing Industry Report
CPG, Food, and Beverage Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 CPG, Food and Beverage Industry Benchmarks. See the report for the full methodology.
Thanks to their strong brand awareness, CPG, Food and Beverage brands are earning significant Reach despite posting less frequently than other industries. The industry was slow in adopting TikTok, but it is now seeing greatly increased average KPI benchmarks as a result of its new understanding of the fun, dynamic content that inspires audiences to engage.
In This Social Media Benchmarks Report You’ll Learn:
How KPI performance benchmarks have shifted over the past six months.
The substantial growth that brands are now seeing on TikTok, and the changes in tactics that allowed them to conquer the algorithm.
The role YouTube plays in CPG, Food and Beverage strategies, particularly as the industry earns the highest number of Video Views and Likes on the platform.
Examples of brands that are succeeding in producing entertaining content regularly.
Download the Full CPG, Food and Beverage Industry Report
Children and Baby Industry Benchmarks
Average Monthly Social Media Growth Rate for Followers/Subscribers
* Follower growth rate data taken from the 2023 Children and Baby Industry Benchmarks. See the report for the full methodology.
Social entertainment is still a new venture for Children and Baby brands, but brands are succeeding in growing viewer engagement. The greatest opportunity for TikTok and Instagram remains increasing Video Views, which means developing a greater understanding of social media algorithms and experimenting with content to see what works. The industry is performing particularly well on YouTube, and is the second-highest performing, due to content that both parents and children can enjoy.
In This Social Media Benchmarks Report You’ll Learn:
How benchmark performance KPIs have shifted in the past six months, and particularly how brands are getting a better handle on TikTok.
Areas of opportunity for brands to grow their Reach and Video Views.
Examples of successful content from the top-performing brands in the industry.
Download the Full Children and Baby Industry Report
Explore Previous 2023 Benchmark Reports
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