Industry Reports

2024 Cross-Channel Social Media Benchmarks

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The Social Media Benchmarks Brands Need To Maximize ROI

To win in today’s social media landscape, 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, brands are turning to measures 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, updated for 2024, uncover which KPIs are critical to brands’ social strategies and learn how leading brands are staying ahead of the competition.

Methodology

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. The results have been published in separate reports broken down into the following industries: Beauty, Fashion and Luxury, Media and Publishing, CPG, Retail, Home, Children and Baby, Travel, Sports, Wellness and B2B.

Cross-Channel Engagement Rate for All Industries*
TikTok Icon
TikTok
4.6%
Instagram Reels Icon
Instagram
3.0%
YouTube Shorts Icon
YouTube
4.0%

* The cross-channel Engagement Rate is a metric used to compare each platform’s short-form video offering equally. See the report for the full methodology.

Gain Insider Knowledge On:

Emerging trends in social entertainment, broken down by channel and industry.

Dash Hudson’s exclusive social media benchmarks by industry, now including Travel, Sports, Wellness and B2B.

Strategies employed by the best-performing brands in each industry.

2024 Social Media Benchmarks by Industry

Beauty Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
7.3%
Instagram Icon
Instagram
0.8%
YouTube Icon
YouTube
1.2%

* Follower growth rate data taken from the 2024 Beauty Industry Benchmarks. See the report for the full methodology.

The Beauty industry is maximizing its video content strategy across social platforms. Entertaining content shared through Instagram Reels, TikTok and YouTube Shorts is at the forefront, showing a significant shift towards more dynamic content to captivate beauty audiences.

In This Beauty Industry Report You’ll Learn:

  • How the shift from static to video content on Instagram has fueled growth for Beauty brands.

  • Challenges and successes of the Beauty industry on TikTok, highlighting its high Entertainment Score in a saturated market.

  • Distinctions between YouTube Shorts and long-form videos in driving engagement versus reach.

  • Strategies impacting key performance indicators such as video views, reach and Entertainment Score changes over six months.

Download the Full Beauty Industry Report

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Fashion and Luxury Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
6.0%
Instagram Icon
Instagram
0.7%
YouTube Icon
YouTube
1.4%

* Follower growth rate data taken from the 2024 Fashion and Luxury Industry Benchmarks. See the report for the full methodology.

The Fashion and Luxury industry is at a pivotal moment for strategic evolution on social media. Instagram showcases the challenge of balancing brand legacy with trends, TikTok reveals an opportunity for deeper engagement and YouTube emphasizes the strength of long-form content.

In This Fashion and Luxury Industry Report You’ll Learn:

  • Opportunities for Fashion and Luxury brands on Instagram to enhance their connection with audiences through strategic content adaptation.

  • The potential for increased engagement on TikTok, despite current challenges in resonating with a broad audience.

  • How long-form content on YouTube drives success for Fashion and Luxury brands, contrasting with the lower views but similar likes of Shorts.

  • The need for brands to evolve strategies across platforms to align content delivery with audience expectations and engagement.

Download the Full Fashion and Luxury Industry Report

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Retail Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
6.1%
Instagram Icon
Instagram
0.6%
YouTube Icon
YouTube
0.7%

* Follower growth rate data taken from the 2024 Retail Industry Benchmarks. See the report for the full methodology.

The Retail industry is navigating a strategic shift towards blending entertainment with commerce. Opportunities on Instagram, TikTok and YouTube suggest a move towards more engaging video content could significantly enhance both reach and engagement.

In This Retail Industry Report You’ll Learn:

  • The potential for increased reach on Instagram through a pivot to more video content.

  • Challenges and opportunities on TikTok for brands to better resonate with their audience with stronger engagement strategies.

  • KPIs that indicate when Retail brands should develop more personalized content strategies.

  • A cross-platform opportunity for the Retail sector to evolve its content strategy, focusing on entertainment to drive commerce.

Download the Full Retail Industry Report

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Home Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
5.9%
Instagram Icon
Instagram
0.7%
YouTube Icon
YouTube
1.7%

* Follower growth rate data taken from the 2024 Home Industry Benchmarks. See the report for the full methodology.

Home brands uncover opportunities in entertainment and content consistency across social media. Instagram reveals a need for more engaging video content, TikTok shows a ready audience for increased output and YouTube highlights high retention with potential for Shorts.

In This Home Industry Report You’ll Learn:

  • The need for Home brands on Instagram to enhance their video strategy for better engagement and audience resonance.

  • Opportunities on TikTok for the Home industry to expand its reach through optimized content and increased video production.

  • The untapped potential of YouTube Shorts for Home brands, despite high retention rates with their current long-form content.

  • Strategies for improving entertainment value and consistency, key to unlocking growth and engagement across platforms.

Download the Full Home Industry Report

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Media and Publishing Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
11.3%
Instagram Icon
Instagram
0.8%
YouTube Icon
YouTube
1.0%

* Follower growth rate data taken from the 2024 Publishing and Media Industry Benchmarks. See the report for the full methodology.

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.

In This Media and Publishing Industry 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.

Download the Full Media and Publishing Industry Report

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CPG Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
6.0%
Instagram Icon
Instagram
0.7%
YouTube Icon
YouTube
1.1%

* Follower growth rate data taken from the 2024 CPG Industry Benchmarks. See the report for the full methodology.

The CPG industry excels in connecting with audiences, showcasing agility and a strong brand voice across social media platforms. High Entertainment Scores on Instagram, creative storytelling on TikTok and leading video views on YouTube highlight the industry's successful content strategy.

In This CPG Industry Report You’ll Learn:

  • How agility and engagement with trends on Instagram have bolstered the CPG industry's Entertainment Score.

  • The impact of creative storytelling on TikTok, achieving high engagement rates and a strong brand voice connection with customers.

  • The leadership of the industry in YouTube video views, alongside the need to enhance viewer engagement and interaction.

  • The industry's effective balance of content consistency and engagement across platforms, driving its success in connecting with audiences.

Download the Full CPG Industry Report

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Children and Baby Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
8.2%
Instagram Icon
Instagram
0.8%
YouTube Icon
YouTube
1.8%

* Follower growth rate data taken from the 2024 Children and Baby Industry Benchmarks. See the report for the full methodology.

The Children and Baby industry connects deeply with its audience, showing significant engagement on Instagram Reels, a growing presence on TikTok and strong viewer retention on YouTube. Despite lower reach, the industry’s content strategy demonstrates potential for greater impact.

In This Children and Baby Industry Report You’ll Learn:

  • The promise of Instagram Reels for Children and Baby brands to enhance engagement and online presence through more video content.

  • Opportunities on TikTok to increase engagement by targeting content more effectively to the niche audience of this industry.

  • The growth and viewer retention experienced by the industry on YouTube, especially with long-form content, suggesting effective content captivation.

  • Strategies for leveraging high engagement rates and shares to improve content relevance and reach across social media platforms.

Download the Full Children and Baby Industry Report

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Travel Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
7.9%
Instagram Icon
Instagram
1.0%
YouTube Icon
YouTube
2.6%

* Follower growth rate data taken from the 2024 Travel Industry Benchmarks. See the report for the full methodology.

The Travel industry capitalizes on engaging content across Instagram, TikTok and YouTube, demonstrating a strong alignment with audience interests. High engagement rates and the significant impact of video content underscore the industry’s success and potential for growth.

In This Travel Industry Report You’ll Learn:

  • The alignment of Travel content with audience interests on Instagram, highlighted by high engagement and Entertainment Scores.

  • TikTok as a platform where the Travel industry's content thrives, indicating an audience eager for more engaging videos.

  • The contrasting roles of long-form content and Shorts on YouTube in achieving visibility versus engagement, respectively.

  • Opportunities for Travel brands to increase content volume and tailor strategies to further enhance audience engagement and reach.

Download the Full Travel Industry Report

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Sports Industry Benchmarks

Average Number of Followers/Subscribers

TikTok Icon
TikTok
1.1M
Instagram Icon
Instagram
25M
YouTube Icon
YouTube
1.6M

* Follower Count data taken from the 2024 Sports Industry Benchmarks. See the report for the full methodology.

The Sports industry excels on social media, capturing attention with high entertainment and engagement rates on Instagram, widespread appeal on TikTok and leading video views on YouTube. This success underlines the industry's ability to entertain and foster community.

In This Sports Industry Report You’ll Learn:

  • How the Sports industry captivates a vast audience on Instagram, achieving a high Entertainment Score and engagement rate.

  • The widespread appeal and community engagement of the Sports industry on TikTok, with potential for increased posting frequency to enhance engagement.

  • The leadership of the Sports industry in video views on YouTube, coupled with opportunities to boost viewer retention through more compelling content.

  • Strategies for the Sports industry to leverage its strong social presence, enhancing engagement and fostering a deeper community connection.

Download the Full Sports Industry Report

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Wellness Industry Benchmarks

Average Monthly Social Media Growth Rate for Followers/Subscribers

TikTok Icon
TikTok
14.6%
Instagram Icon
Instagram
0.8%
YouTube Icon
YouTube
1.1%

* Follower growth rate data taken from the 2024 Wellness Industry Benchmarks. See the report for the full methodology.

The Wellness industry experiences notable growth across social media, with Instagram, TikTok and YouTube showcasing varying levels of engagement and audience resonance. Opportunities to refine content strategies present a path to even greater success.

In This Wellness Industry Report You’ll Learn:

  • The potential for the Wellness industry on Instagram to increase engagement and entertainment value by tailoring content more effectively.

  • The significance of TikTok as the fastest-growing platform for Wellness, highlighting the need for optimized content strategies to match audience interest.

  • How content on YouTube resonates with the Wellness audience, supported by strong viewer retention rates, emphasizing the appeal of in-depth, value-driven content.

  • Strategies for leveraging platform strengths and audience insights to amplify reach, engagement, and overall social media impact in the Wellness industry.

Download the Full Wellness Industry Report

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B2B Industry Benchmarks

Average Number of Followers/Subscribers

TikTok Icon
TikTok
137K
Instagram Icon
Instagram
417K
YouTube Icon
YouTube
172K

* Follower Count data taken from the 2024 B2B Industry Benchmarks. See the report for the full methodology.

The B2B industry showcases strong growth and engagement on Instagram, TikTok and YouTube, capitalizing on quality content to engage its niche audience. Despite smaller audience sizes, the content's relevance and depth have driven significant interaction and interest.

In This B2B Industry Report You’ll Learn:

  • Instagram is a promising platform for B2B brands, with opportunities to increase brand awareness through targeted content strategies.

  • The effectiveness of B2B engagement on TikTok, indicating that its content resonates well with a niche but active audience.

  • The preference for in-depth, long-form video content on YouTube, highlighting the B2B industry's success in engaging viewers with detailed information.

  • Strategies for B2B brands to leverage their content's quality and relevance across social platforms, enhancing engagement and growth potential.

Download the Full B2B Industry Report

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