The CPG Industry Social Media Benchmarks
The Social Media Benchmarks for CPG Brands To Maximize ROI
Download the Benchmarks
To win in today’s social media landscape, CPG 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, CPG brands are focusing on metrics 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 CPG KPIs are critical to brands’ social strategies and learn how leading brands are staying ahead of the competition.
CPG Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
6.0%
0.7%
Youtube
1.1%
* Follower growth rate data taken from the 2024 CPG Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a CPG brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the CPG industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
CPG Industry Highlights From Leading Brands
The CPG industry excels in connecting with audiences, showcasing agility and a strong brand voice across social media platforms. High Entertainment Scores on Instagram, creative storytelling on TikTok and leading video views on YouTube highlight the industry's successful content strategy.
Olay
Olay accomplishes high engagement on TikTok with its relatable lo-fi content that resonates well with the platform’s predominantly younger audience.
Olay outperforms the average engagement rate for CPG brands by +102.3%.
Cheez-It
Cheez-It excels on Instagram with its humorous approach to events and delicious recipes, showcasing its snack variety in relatable, everyday contexts.
Cheez-It outperforms the average engagement rate for CPG brands by +500%.
Cheetos
Cheetos garners high video views on YouTube with its creative commercials and entertaining product campaigns, often featuring its iconic mascot, Chester Cheetah.
Cheetos outperforms the average video views for CPG brands by +621%.
In This Consumer Goods Industry Benchmark Report You’ll Learn:
- How agility and engagement with trends on Instagram have bolstered the CPG industry's Entertainment Score.
- The impact of creative storytelling on TikTok, achieving high engagement rates and a strong brand voice connection with customers.
- The leadership of the industry in YouTube video views, alongside the need to enhance viewer engagement and interaction.
- The industry's effective balance of content consistency and engagement across platforms, driving its success in connecting with audiences.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.