The Food and Beverage Industry Social Media Benchmarks
The Social Media Benchmarks for Food and Beverage Brands To Maximize ROI
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To win in today’s social media landscape, food and beverage 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, food and beverage 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 food and beverage brands’ social strategies and learn how leading brands are staying ahead of the competition.
Food and Beverage 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 Food and Beverage Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a food and beverage 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 food and beverage 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.
Food and Beverage Industry Highlights From Leading Brands
The food and beverage 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.
Smart Sweets
By focusing on the fun and playful aspect of its low-sugar candy, Smart Sweets earns a high Entertainment Score on TikTok. Its use of bright, colorful visuals and snackable content appeals to TikTok audiences who are health-conscious snack lovers.
Smart Sweets outperforms the average Entertainment Score for food and beverage brands by +48.7%.
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 food and beverage 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 food and beverage brands by +621%.
In This Food and Beverage Industry Benchmark Report You’ll Learn:
- How agility and engagement with trends on Instagram have bolstered the food and beverage 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.