Executive Summary:
A new report from Socialinsider analyzed 125 million social media posts to assess average engagement rates across major platforms, revealing significant disparities in performance. TikTok emerged as the top platform for organic engagement, with an average engagement rate of 2.50%, reinforcing its dominance in driving interactions through its algorithm-driven content prioritization.
Instagram ranked second in engagement, while Facebook trailed further behind as Meta shifts focus to Reels and limits external links. X (formerly Twitter) showed the lowest engagement per post, with diminishing traction—likely influenced by the platform’s push for paid subscriptions.
The report also highlights trends in likes and comments, with TikTok leading in both categories. Instagram has now surpassed Facebook in comment engagement, signaling an evolving user interaction pattern.
These insights offer valuable benchmarks for brands and creators, helping them contextualize their social media performance. Understanding average engagement rates across platforms can inform strategic decisions, ensuring efforts align with realistic expectations rather than prematurely abandoning platforms due to perceived underperformance.
For a full breakdown of platform-specific engagement trends, the Socialinsider 2025 Social Benchmarks Report provides deeper insights into the evolving social media landscape.
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