2025年社交媒体行业基准报告 2025.pptx

2025SocialMedia

IndustryBenchmarkReport

Industrybenchmarksacrossthemostimportantsocialmediametrics

Introduction

We’rebackwithasuperchargedversionofourannualSocialMediaIndustryBenchmarkReport.Wesurveyedthousandsofthemostengagingbrandsandcompaniesonsocialtoanalyzewhat’sreallymakingthemsosuccessful.

TheBenchmarks:

Ourbiggestreporteverfeaturesthemostimportantmetricsfrom2024across14topindustries:

Thisreporthaseverythingyouneedtomeasureyoursocialmediasuccessagainstyour

competitorsonFacebook,Twitter,TikTok,andInstagramacrossthese14majorindustries.Wealsofeaturetonsofinsightsabouthowsocialmediaengagementhaschangedoverthelastyearfortheseindustriessoyoucanoptimizeyourstrategyin2025.Asusual,wehavechannel

observations,bestposttypes,Instagram,Twitter,andTikTokhashtags,andmore.

•Alcohol

•Fashion

•FinancialServices

•FoodBeverage

•HealthBeauty

•HigherEducation

•HomeDecor

•Influencers

•Media

•Nonprofits

•Retail

•SportsTeams

•TechSoftware

•Travel

Nowlet’sgetbenchmarking.

Engagementtookatumble,especiallyonTwitter(X)

Everyplatformsawengagementratesfall—Facebookdropped36%,Instagram16%,

TikTok34%,butXtookthebiggesthitat48%.

CarouselstooktheleadonInstagram

CarouselsoutperformedReelsinengagementthisyear,provingthatmulti-imagepostsstillresonatewithaudiences.

TikTokisking,butitscrownisslipping

TikTokstillleadsinengagementbutsaw

declinesoverall.HigherEdandNonprofitsbuckedthetrend,showingthatcampusandcause-drivencontentcontinuestoconnect.

Postingfrequencyshifted

TikTokpostingtickedup,whileInstagram,Facebook,andTwittersawdeclines.

MediaandSportsTeamsledthecharge,postingmorethananyotherindustries.

Holidayhashtagsdeliveredagain

Once,again,almosteveryindustryearnedtopengagementratesfromho