2023 Cross-Channel Social Media Benchmarks
The Benchmarks Brands Need To Maximize Social 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 TikTok, Instagram, and YouTube benchmark reports, uncover which KPIs are critical to brands’ social strategies and learn how leading brands are staying ahead of the competition.
Dash Hudson pulled a sample of global companies across TikTok (n=948), Instagram (n=2,403), and YouTube (n=463), analyzing their activity between July 1, 2022 – December 31, 2022, to determine average performance against a predetermined set of KPIs. This includes handles with a minimum of 1K followers.
*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 social media benchmarks by industry.
Strategies employed by the best-performing brands in each category.
Beauty Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* Data taken from the 2023 Beauty Industry Benchmarks. See the report for the full methodology.
Beauty brands are leveraging the power of entertainment to gain a competitive edge, with fan culture and celebrity-founded brands paving the way. Although Media and Publishing brands have overtaken Beauty as the most popular content on Instagram, they still reign supreme in trend-savviness, as proven by their high Entertainment Scores. With a keen understanding of these platforms and the ability to adapt through cross-channel strategies, the industry can overcome these challenges and continue to thrive.
In This Report You’ll Learn:
The latest Beauty industry benchmarks and tips for optimizing brand strategies.
The benefits of partnering with creators on YouTube to expand reach.
Strategies for increasing engagement by regularly posting entertaining content.
Fashion and Luxury Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* Data taken from the 2023 Fashion and Luxury Industry Benchmarks. See the report for the full methodology.
Fashion and Luxury continue to attract a high number of views, with collaborations, product launches, celebrity partnerships, and fashion weeks driving engagement. However, despite the industry's strong emphasis on curated branding, its Entertainment Score is relatively low, suggesting that brands have opportunities to experiment with their identities and boost their entertainment value.
Discover:
How Fashion and Luxury brands can engage consumers through entertainment.
The brands with major launches and notable collaborations that get the most views.
Luxury and Fashion industry benchmarks, demonstrating which brands perform best.
Retail Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* Data taken from the 2023 Retail Industry Benchmarks. See the report for the full methodology.
Changing social media algorithms have left Retail brands at a crossroads. While they have limited reach on Instagram and TikTok, Retail brands enjoy the second-highest views on YouTube, where traditional product marketing has more traction. Despite a modest decline in engagement, many retailers continue to rely on static content without entertainment value. By considering a shift in strategy, Retail brands are more likely to experience growth and success in the coming year.
Discover:
The latest Retail benchmark report to learn from industry leaders.
The importance of leading with entertainment to find breakaway success.
How to create short-form video content incorporating trends consistently.
Home Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* Data taken from the 2023 Home Industry Benchmarks. See the report for the full methodology.
The Home industry is currently the fastest-growing on social media. However, with a decline in Engagement Rates and lower Entertainment Scores, Home brands have an opportunity to drive growth by developing social strategies focusing on entertainment, DIYs, and behind-the-scenes home design. The industry can overcome its current obstacles and thrive by understanding social platforms and integrating cross-channel strategies.
Discover:
How successful brands implement entertainment-centric social strategies.
Tactics for creating high-performing content, including visually compelling videos.
How to maximize engagement and success with consistent short-form videos.
Media and Publishing Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
Data taken from the 2023 Publishing and Media Industry Benchmarks. See the report for the full methodology.
The Publishing and Media industry continues to lead the way on TikTok and Instagram, with the highest Engagement Rate, Entertainment Score, and Reach. Additionally, the industry has surpassed the Beauty sector on Instagram for the first time. Although YouTube has been challenging for the industry to navigate, with the lowest number of video views, the rise of Shorts presents a potential opportunity for brands to leverage a similar type of content that performs well on TikTok and Reels.
Discover:
The impact of social on the Publishing industry, and how brands can gain reach.
Strategies to adapt to changing entertainment landscapes.
Why consistent video content leads to increased engagement.
CPG, Food, and Beverage Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* 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. However, investment in TikTok is low, with Corporate brands needing to be faster to adopt the channel. While short-form video remains a big opportunity for this industry, brands have found success on YouTube, with the highest Growth Rate of all industries and the second-highest average subscriber count.
Discover:
How brands are keeping up with social media trends in the food industry.
Our CPG data insights, revealing the value of investing in entertaining content.
The potential for long-form video to be a valuable format for the industry.
Children and Baby Industry Benchmarks
Average Monthly Growth Rate for Followers/Subscribers
* 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, particularly as TikTok’s demographics are only now expanding to include new parents. Although brands in this sector have small follower counts, they are experiencing the fastest growth industry-wide, as well as strong reach and engagement made possible by fun, trend-oriented content that parents can share with their children.
Discover:
How Children and Baby brands create entertaining content for all audiences.
The opportunity social entertainment presents for significant follower growth.
Top-performing brands and examples of successful content.