The Media and Publishing Industry Social Media Benchmarks
The Social Media Benchmarks for Media and Publishing Brands To Maximize ROI
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To win in today’s social media landscape, media and publishing 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, media and publishing 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 KPIs are critical to media and publishing brands’ social strategies and learn how leading brands are staying ahead of the competition.
Media and Publishing Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
11.3%
0.8%
Youtube
1.0%
* Follower growth rate data taken from the 2024 Publishing and Media Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a Media and Publishing 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 Media and Publishing 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.
Media and Publishing Industry Highlights From Leading Brands
The media and publishing industry shines on social media, leading in engagement and reach. Instagram, TikTok and YouTube Shorts showcase the industry's successful strategy with engaging and shareable content.
Them
Them showcases a range of LGBTQ+ stories and voices, This approach aligns perfectly with TikTok’s focus on building community and engaging users who value representation and authenticity on social media.
Them outperforms the average engagement rate for media and publishing brands by +116.3%.
Only Murders in the Building
Only Murders in the Building continues to be one of the most popular TV shows on Instagram. The production leverages behind-the-scenes content, popular clips and teasers to engage fans.
Only Murders in the Building outperforms the average engagement rate for media and publishing brands by +1,450%.
The Office
The Office garners high video views on YouTube by continuing to engage with its strong fan base as well as newcomers discovering the show—sharing timeless clips, bloopers and footage,
The Office outperforms the average video views for media and publishing brands by +548.2%.
In This Media and Publishing Benchmarks Report You’ll Learn:
- Instagram's role in positioning media and publishing as an industry leader in engagement and reach.
- How engaging, shareable content on TikTok contributes to the industry's growth, with top marks in Entertainment Score and shares.
- The significant impact of YouTube Shorts, indicating that brands should invest more in the format.
- Strategies behind the industry's success in viewer retention and overall social media performance.
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.