Average Social Media Post Performance Across Major Apps

Are you aware of the level of engagement your posts receive on platforms like Facebook and Instagram? Are you satisfied with the performance of your social media strategies?

Understanding your own performance is challenging without comparative data and insights into how other brands and creators are faring. This is where the latest report from Socialinsider becomes invaluable.

The Socialinsider team conducted an extensive analysis of 125 million social media posts to provide insights into average performance metrics across various platforms, focusing on key indicators like engagement rates, likes, comments, and more.

You can explore the full findings of Socialinsider’s report here, but in this article, we will summarize the most critical insights and trends that could impact your social media approach.

Initially, it’s clear that when it comes to overall organic engagement, TikTok currently reigns supreme, delivering the highest engagement rates among leading social media platforms.

According to the report:

“TikTok has established itself as the leader in organic engagement, boasting an impressive average engagement rate of 2.50%. The platform’s exceptional engagement metrics emphasize how TikTok’s algorithm prioritizes content that captivates users, rewarding posts that spark conversations and shares.”

This may not be particularly promising news for users in the U.S., as there are ongoing discussions about a potential ban on TikTok in the region, which could take effect by mid-year.

Currently, however, TikTok is seeing a significantly higher volume of posts that achieve strong engagement, while Instagram follows in a distant second place in terms of user interaction.

In comparison, Facebook is lagging even further behind in average post engagement, which aligns with Meta’s strategic shift towards enhancing Reels and reducing the visibility of external links. Meanwhile, X (formerly Twitter) recorded the lowest engagement per post during this period, although it had performed better last year, showing similar metrics to Facebook.

It would be fascinating to analyze the differences in engagement for brands using X Premium versus those that do not, as Premium users benefit from enhanced reach. Nonetheless, these statistics represent averages across the entire spectrum of posts analyzed for each platform.

It’s also important to highlight that these metrics pertain to individual profile performance. As noted by Socialinsider:

“The engagement rate per post is computed by summing the likes and comments on a post and dividing that by the total number of followers the profile has, with the end result multiplied by 100.””

This means that the results are relative to the follower counts of each profile, rather than being averaged across the platform. This distinction is crucial for accurately interpreting these data points.

In terms of specific engagement metrics, TikTok videos continue to receive a higher average of likes compared to posts on other social platforms:

The chart illustrates that the average number of likes per TikTok post has increased, possibly reflecting users’ growing familiarity with the app and a better understanding of what resonates with TikTok audiences.

On the other hand, garnering likes on X remains a challenging feat, so don’t be discouraged if your audience seems less responsive to your updates.

The trend in comments follows a similar pattern:

The data indicates that Instagram has surpassed Facebook in terms of user discussions, with TikTok again leading in all engagement elements.

This data can provide valuable context for evaluating your own performance metrics, helping you to understand what constitutes “good” performance and what benchmarks you can realistically aim for. This knowledge is instrumental in maximizing your social media efforts, rather than abandoning a platform due to a lack of visible traction.

As shown, achieving any level of response on certain platforms is a positive indicator of engagement.

In particular, X is increasingly challenging for users to gain meaningful traction, as the platform continues to encourage users to utilize its paid subscription services and native posting features.

Does this imply you should abandon your efforts on this platform? The answer depends on where your audience is most active, and insights like these could better inform your expectations from your posts.

You can read the comprehensive findings in Socialinsider’s full 2025 Social Benchmarks Report here.