Social Media Benchmarks by Industry for 2023

Having a clear strategy can make or break your social media marketing efforts. But how do you know if your strategy aligns with industry norms?

Databox’s comprehensive analysis of organic social media benchmarks can provide you with a roadmap and show you how brands across various sectors are performing.

We’ve sifted through the noise, pinpointing key metrics that matter, from understanding the optimal post frequencies to gauging organic reach and tracking follower growth. This data-driven approach ensures you won’t be flailing blindly and throwing things at the wall to see what sticks but will come at it equipped with insights to refine your strategy.

Ensure your brand’s social media journey is on the right track, and let our research guide your next steps. That way, you’ll have a strategy in place that is powered by data and knowledge of the industry landscape.

• Facebook Page Posts Published
• Facebook Page Post Reach (Organic)
• Facebook Page Likes
• Instagram Business New Posts
• Instagram Business Reach
• Instagram Business New Followers
• LinkedIn Page Updates
• LinkedIn Page Unique Impressions
• LinkedIn Page New Followers

Facebook Page Posts Published

The median number of posts published during July 2023 across all companies on Facebook is 12.

Let’s take a closer look at Facebook page posts published across different industries:

Posting frequency is relatively consistent across industries, with most sectors hovering around the median value and Education, SaaS, and Consulting & Professional services posting most frequently. Most industries seem to post at least twice a week. However, the quality and relevance of content may play a more significant role in organic reach and engagement.

EXPERT RECOMMENDATIONS: Consistency is crucial for your Facebook page posting strategy. Experts recommend posting 2-3 times per week, though some pages might benefit from posting multiple times a day. 

The key is to balance frequency with quality. Instead of inundating your audience with daily content, aim for 2-3 high-quality, weekly posts that genuinely resonate. You can use Databox Facebook (Page Insights) Dashboard Template to uncover key insights about your Facebook page. Always prioritize impactful, quality content over sheer quantity.

Facebook Page Post Reach (Organic)

The median organic post reach for all companies on Facebook for July 2023 was 2.66K.

Let’s take a closer look at the organic Facebook page post reach across different industries:

Industries like Food and Education have very high organic reach, three and two times higher than the median respectively. This, combined with the fact that Travel & Leisure and Health & Wellness also have high reach, suggests that visually appealing content or topics of broad interest might resonate more with users on Facebook.

EXPERT RECOMMENDATIONS: To boost your Facebook page post reach, focus on posting when your followers are most active. Understand your audience’s habits and preferences by examining your Facebook Page Insights. This allows you to determine the optimal times for posting, ensuring maximum visibility and engagement. 

Additionally, consider diversifying your content types, such as using infographics or live videos, to cater to different audience preferences and keep your content fresh and engaging.

Facebook Page Likes

Across all industries, the median number of page likes on Facebook for July 2023 was 6.

Let’s take a closer look at page likes on Facebook across different industries:

The Food, Travel & Leisure industries have a significant lead in page likes, indicating that B2C industries with a visual or experiential focus receive higher engagement on Facebook. Other industries veer much closer to the median.

EXPERT RECOMMENDATIONS: A good way to boost Facebook page likes is to be authentic and share content that resonates with your audience. Sharing personal anecdotes, especially humorous or relatable ones, can be just the thing to make them stand out.

In addition, creating posts with people and offering a behind-the-scenes look into your business operations provides transparency and fosters a deeper connection, encouraging more users to like and engage with your page.

Instagram Business New Posts

The median number of new posts during July 2023 across all companies on Instagram was 11.

Let’s take a closer look at new posts on Instagram Business across different industries:

Posting on Instagram remains consistent across various sectors, with no real outliers, suggesting most businesses see posting frequency as a “solved” problem.

EXPERT RECOMMENDATIONS: Consistency and quality are paramount when determining your Instagram posting frequency. While there’s no one-size-fits-all answer, experts suggest that posting daily can be beneficial, especially if Instagram is your primary marketing platform. Daily posts can increase your visibility, keep your audience engaged, and potentially favor your content in the algorithm.

However, ensuring that each post offers value and isn’t just filler content is essential. If daily posting feels overwhelming or reduces content quality, consider posting 3-5 times a week. The key is maintaining a consistent schedule that aligns with your audience’s preferences and ensures that every post is meaningful and engaging.

Instagram Business Reach

The median reach for all companies on Instagram for July 2023 was 8.42K.

Let’s take a closer look at the Instagram Business reach across different industries:

The Food and Health & Wellness industries markedly outperform others in terms of reach. On the flip side of the coin, Travel & Leisure, SaaS, Automotive, and  Consulting & Professional Services underperform significantly. With the exception of Travel & Leisure, visually focused industries perform much better than others on this platform.

EXPERT RECOMMENDATIONS: Instagram Stories are a great way to boost reach on this platform. They offer a unique opportunity to repromote posts that might not have gained the desired traction initially. You can reignite interest and boost engagement by resharing older posts in your stories. 

Additionally, make your stories interactive by using features like stickers, polls, and questions. This not only captures your audience’s attention but also encourages direct interaction. As a bonus, you can add important stories to your Highlights to ensure they remain accessible beyond the standard 24-hour window. This way, you can continuously drive traffic and engagement from evergreen content.

Instagram Business New Followers

The median number of new followers across all industries on Instagram for July 2023 was 15.

Let’s take a closer look at the new followers on Instagram Business across different industries:

Apparel & Footwear leads the pack by far, with Health & Wellness and Food industries being distant runners-up. This reflects Instagram’s strength for industries with high visual and lifestyle appeal.

EXPERT RECOMMENDATIONS: Your bio is the first impression users get of your Instagram Business Profile; make it clear, use relevant keywords, and include a compelling call-to-action with a link. 

Additionally, regularly analyze your performance with this comprehensive Instagram dashboard template to understand your audience’s preferences and adjust your content strategy accordingly. Engage actively by responding to comments, collaborating with influencers, and using Instagram Stories to showcase behind-the-scenes content.

LinkedIn Page Updates

The median number of updates during July 2023 across all companies on LinkedIn was 8.

Let’s take a closer look at page updates on LinkedIn across different industries:

LinkedIn sees consistent activity from B2B sectors like Construction, IT & Services, and Industrials, underscoring its value for professional networking and business updates. Other sectors fall closer to the median.

EXPERT RECOMMENDATIONS: A good headline is crucial for LinkedIn page updates. It’s essential to be clear and concise and effectively communicate your value proposition and stand out from the crowd.

Consider using powerful adjectives, industry-specific keywords, and quantifiable achievements. This not only enhances your page’s visibility in search results but also makes a strong first impression on anyone viewing your profile.

LinkedIn Page Unique Impressions

The median number of unique impressions across all companies on LinkedIn for July 2023 was 1.57K.

Let’s take a closer look at unique impressions on LinkedIn across different industries:

Construction and Real Estate industries see higher impressions on LinkedIn, suggesting active engagement and interest in these sectors on the platform. Interestingly Consulting & Professional Services fall significantly below the median, showing that companies in this sector have to struggle to stay ahead of the competition.

EXPERT RECOMMENDATIONS: A great way to maximize the unique impressions on your LinkedIn Company Page, consistently share relevant industry news, highlight business developments, and showcase your company culture. 

Engaging your audience with questions and polls can also boost interactions. Remember, consistency in posting and optimizing your company headline can make a significant difference in capturing and retaining your audience’s attention.

LinkedIn Page New Followers

The median number of new followers across all companies on LinkedIn for July 2023 was 27.

Let’s take a closer look at new followers on LinkedIn across different industries:

The Technology and Information Technology & Services sectors lead when it comes to new followers, most likely making full use of LinkedIn’s reputation as a B2B platform. This is supported by the fact that Health & Wellness has by far the lowest number of new followers, over three times lower than the median.

EXPERT RECOMMENDATIONS: When aiming to grow your LinkedIn company page followers, it’s essential to choose the right metrics to track and adjust your strategies based on results. Consistent growth in followers is a clear indicator of content that resonates. However, don’t just chase numbers.

Monitor sudden spikes in follower count to identify standout content or shares from influential figures. Prioritizing quality and relevance in your content will ensure you’re attracting and engaging the right audience, leading to more meaningful interactions and conversions.