Facebook benchmarks help marketers put their data into context and better evaluate their content strategies. Get the latest performance insights here! Whether your Facebook marketing goal is to generate engagement or drive traffic and sales, as a social media strategist, you need to know what’s working and what’s not in order to create an effective content plan.
Thus, Facebook benchmarks for key metrics such as overall engagement, comments, or shares are the most important to monitor, as they can guide you to best practices that will ensure your brand stays aligned with consumers’ preferences.
Diving into the latest Facebook performance data and content trends, our Facebook benchmarks report aims to help you understand patterns in user engagement and fine-tune your social media strategy. Let’s jump straight in!
Discover Facebook performance benchmarks what will help you create an optimized strategy and get better results on Facebook!Download now!
If you’re chasing high engagement on Facebook, video content is your best friend. With an average engagement rate of 0.35%, regular videos take the top spot.
Whether it’s tutorials, behind-the-scenes clips, or product demos, videos are simply hard to ignore.
Close behind are Facebook Reels, pulling in a 0.30% engagement rate. These short-form, snappy videos are built for mobile and perfect for keeping audiences engaged with quick, digestible content.
Photos and albums—while still valuable—fall behind a bit, with an average Facebook engagement rate of 0.30% and 0.20%. Meanwhile, links are the least engaging, with a mere 0.07% engagement rate. While great for driving traffic, link posts might not be your go-to if social media engagement is the end game.
According to the data pulled for our Facebook benchmarks report, the second half of 2024 has registered a significant uplift in Facebook engagement, increasing by 40%.
While the year kicked off with a Facebook engagement rate of 25% on average, starting with July it has increased up to 0.45%.
These peaks offer critical insight into how user activity—and therefore post performance—varies over the course of the year.
How often should you post on Facebook? In 2024, brands have increased their posting frequency on Facebook, posting more than once per day.
Based on our Facebook benchmarks data, brands post on average 40 times per month – but what’s interesting is that high posting frequency doesn’t necessarily guarantee high engagement.
In fact, some brands maintain engagement with fewer, higher-quality posts. So while it’s important to stay visible, finding the right balance between quantity and quality is key to sustaining audience interest.
When it comes to likes and shares, Facebook video content types just win hearts more easily than others.
It’s interesting to note that for small profiles (those with fewer than 5,000 followers), Facebook Reels have the highest like rate at 1.70%. Their quick, engaging, and often entertaining format makes them perfect for eliciting instant reactions.
People love to engage with Reels on Facebook because they’re easy to consume and pack a lot of punch in a short amount of time. Whether it’s a funny clip, a behind-the-scenes peek, or a trendy tutorial, Reels are built to capture attention and get that double-tap from viewers.
As for a Facebook like rate benchmark across all page sizes, Reels score an average of 0.55%.
With an average like rate of 0.60% for regular videos, the stats prove that visual content remains the most effective at generating immediate user responses.
Videos, with their ability to hold attention longer than static images and offer more depth in storytelling, play a significant role in their strong performance. When a video resonates with viewers emotionally, it’s more likely to receive appreciation in the form of likes.
Next in line are photos, which bring in an average like rate of 0.30%. Although not as captivating as Reels or videos, photos still have their own significance. A high-quality, visually striking image can grab attention in a crowded feed and attract likes from users who may need more time or attention span for longer content.
And let’s not forget that albums—collections of photos—can still drive engagement, though at a slightly like rate of 0.20%.
Albums give followers more content to browse and can be especially useful for events, product collections, or story-driven campaigns.
Status updates and links, on the other hand, aren’t as visually stimulating and, as a result, don’t pull in as many likes.
Status updates receive an average like rate of 0.15%, while links lag behind at 0.07%. These formats may not attract as much attention on a visually oriented platform like Facebook, but they serve other purposes. For example, status updates can foster discussions, while links can drive traffic to external sites.
When it comes to shares, the content types that work best are those that evoke strong emotions or offer something valuable enough for users to pass along to their own networks.
It’s no surprise that videos are at the top of the leaderboard for shares, with an average share rate of 0.07%.
Whether it’s a touching story, a clever tutorial, or something that evokes a strong reaction, videos tap into the viewer’s desire to spread content that resonates with them or their community.
A well-executed video can go viral, especially if it strikes the right chord at the right time. Reels come in second with an average share rate of 0.05%.
Photos and albums, while still solid, don’t generate as many shares as videos or Reel. Photos have a share rate of 0.04%, while albums come in at 0.03%. While these formats might not have the immediate viral potential of video content, they’re still useful when it comes to visually communicating a message or showcasing multiple perspectives.
People are more likely to share visually compelling photos or evoke a strong personal connection, but this happens less frequently than with video content.
Status updates and links are at the bottom of the list, with a share rate of 0.02% and 0.01%. These formats tend to be more about information delivery than viral appeal, which explains their lower share rates.
Status updates may generate conversation, but they don’t inspire the same level of viral spread as visual content. Links, on the other hand, are primarily used for driving traffic, not engagement, which explains their lower share performance.
Want to spark a conversation? It turns out status updates (yes, those plain old text posts) lead the pack with an average comment rate of 0.08%. Even though they’re simple, status updates often encourage users to share opinions or engage in discussions.
Videos come in second at 0.05%, often prompting comments through visual storytelling or emotional connections.
Photos, while great for catching attention, fall behind with 0.03%. Surprisingly, Reels, which perform well for likes, don’t encourage many comments, with only 0.02% average share rate. This shows that not all engagement types are created equal—some formats are better for conversation, while others are more about quick reactions.
To sum it all up, maximizing your engagement on Facebook requires a strategic blend of content type, posting frequency, and storytelling.
This Facebook benchmark report clearly shows that videos and Reels are the top-performing formats when it comes to driving overall engagement.
By incorporating these formats into your content strategy, you can consistently boost your likes, shares, and overall interactions.
But don’t underestimate the power of status updates—while simple, they excel at sparking meaningful conversations, which can build a more engaged community over time.
Here’s a breakdown of actionable insights to help you stay ahead:
As a social media strategist, researching brands that are known for their creative social media campaigns is vital for getting content inspiration. And we’re here to help you do just that – instead of you going to the mountains, we’ve brought the mountains to you.
GoPro – the famous video gear company, is a top reference when it comes to brands that are nailing it with Facebook marketing.
With an average Facebook engagement rate of 0.90%, GoPro exceeds almost four times the platform’s benchmarks. But what does the strategy behind such a value look like?
For starters, GoPro’s content plan is centered around video content. The brand creates short and dynamic Reels meant to grab the viewers’ attention and drive excitement while taking them on short journeys that drive just enough curiosity to make them come back for more.
On top of that, the brand’s videos often feature humans, making the content more relatable and sparking the viewers’ desire for adventure through exciting real-life experiences.
Through the posts created, which represent a mix of vivid Reels and images, GoPro proves its deep understanding of the platform and the need for diversity and highly visual content.
Lastly, the brand has an established posting frequency that is aligned with the current trends, creating, on average, 48 posts per month.
Analyze your Facebook performance and get competitive benchmarks!
Following all the Facebook best practices revealed by our data, GoPros’ performance analysis strengthens the findings of this study, backing up the importance and impact of video content, diversity, and consistency in posting.
The findings of this study are based on the analysis of 69M Facebook posts published between January 2023 – September 2024 by 184,339 Facebook pages that had an active presence during the mentioned timeframe.
The average Facebook engagement rate is calculated by summing all the reactions, together with the comments and shares received on the posts published by a page in the selected time period and divided by the number of fans, then multiplied by 100 to get a percentage.
This article was originally published at Socialinsider.com, by author Elena Cucu. Original article >>
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