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!
Table of Contents
Facebook has an average engagement rate of 0.15%
Albums are the most engaging post type on Facebook
The smallest accounts get the highest Facebook post engagement rate
Most likes are generated by albums
Status posts spark the highest number of comments
Albums drive the most shares for small profiles and videos for bigger profiles
Brands post on average 43 posts per month
Facebook has an average engagement rate of 0.15%
Let’s start with the basics: the average engagement rate on Facebook is currently 0.15%. While it might sound small, it’s actually a solid benchmark for gauging how well your posts are doing. Think of it as a baseline—if you’re around or above 0.15%, you’re on the right track.
If you’re under it, don't panic; it just means there's more room for you to experiment when it comes to finding the right content formula that will help you grow your Facebook engagement rate.
However, different types of posts and varying follower sizes affect Facebook's engagement rate quite a bit. Smaller profiles, as we’ll see later, often enjoy higher engagement rates due to their close-knit audiences.
Understanding this benchmark is essential because it helps you set realistic goals and expectations. Consider it a starting point: if your engagement on Facebook is above this, you’re on the right track; if it’s lower, it might be time to mix things up. The number might seem small, but remember, Facebook’s massive user base means even a small percentage represents significant interactions!
Strategic, actionable tactics on how to improve your Facebook performance
- Set your goals against this benchmark: Aim to match or exceed the 0.15% engagement rate. If you’re above it, celebrate! If you’re below, think about tweaking your content or posting strategy.
- Look at monthly changes: Engagement can change monthly, so track it to spot patterns. You may find certain months or post types bring in more likes and comments!
- Try different content types: Albums, status posts, videos—each post type has its unique draw. Experiment with various content types to see which boosts your engagement rate the most.
Real-world examples of brands that nail it on Facebook
- Lush Cosmetics uses a mix of product photos, fun polls, and tutorials, keeping engagement strong and often exceeding Facebook’s average rate. They keep content fresh and interactive, which draws in followers.
- Taco Bell uses fun, interactive content to keep engagement levels up. They rely on quirky posts and polls that spark conversations and help them stay ahead of the average engagement rate.
Albums are the most engaging post type on Facebook
Now here’s a juicy insight—albums are the top-performing post type on Facebook in terms of engagement. People love a good album because it’s like flipping through a mini-story in one post.
Whether it’s product features, event highlights, or a themed collection, albums get people to linger, like, and share. This makes albums a great option if you want to keep your followers’ attention a little longer and, at the same time, boost your Facebook average engagement rate.
Strategic, actionable insights on how to create engaging albums
- Create themed albums: Rather than posting individual images, group them by theme—think “Behind the Scenes,” “Customer Favorites,” or “Event Highlights.” People love a well-thought-out collection!
- Tell a story with albums: Use albums to walk people through a journey, like showing off a product launch or a step-by-step process. The longer they’re engaged, the more likely they are to interact.
- Prompt followers to comment on albums: Ask people to pick their favorite photo or share thoughts in the comments. Simple prompts like these can boost engagement and get people talking.
Real-world examples of brands that successfully leveraging albums on Facebook
- Airbnb creates beautiful albums showcasing travel destinations and unique homes, each one drawing users in and prompting likes and shares as people daydream about their next getaway.
- Patagonia uses albums to tell stories about environmental projects, taking followers on a visual journey. Each photo adds a new dimension, inviting followers to click through the entire album and stay engaged.
The smallest accounts get the highest Facebook post engagement rate
Good news for smaller profiles!
If you’ve got fewer than 5K followers, you’re likely to see much higher engagement rates—around 0.30%, which is nearly double the average.
Smaller profiles enjoy such a good Facebook engagement rate because of their loyal, close-knit audiences. Followers on these pages often feel a stronger connection, resulting in more frequent likes, comments, and shares. If you’re running a smaller profile, know that this is a major advantage—your audience might be small, but their engagement is mighty!
This higher average engagement on Facebook, specific to smaller brands, shows that you don’t need a massive following to make an impact. It’s all about building meaningful connections and posting content that resonates with your specific audience.
Strategic, actionable Insights on how to increase your Facebook engagement
- Focus on community engagement: Reply to comments and messages. Small actions like acknowledging followers by name or sharing personal stories make a big impact on small, engaged audiences.
- Mix albums and photos: Since smaller profiles already see higher engagement, lean into post types like albums or photos that naturally draw in more interaction.
- Use Q&A sessions and polls: Polls, questions, or Q&A posts work wonders with smaller, loyal audiences. They make followers feel involved, boosting engagement even further.
Real-world examples of brands that have an effective Facebook content strategy
- Local coffee shops often showcase daily specials or community events, and followers love it. Their engagement is high because they’re connecting directly with a local, loyal audience.
- Indie artists and makers share updates on new creations or project sneak peeks in albums, inviting followers to comment, like, and feel like part of the journey.
Most likes are generated by albums
If it’s likes you’re after, albums are your friend. Albums not only attract more likes compared to single posts but also keep people engaged longer as they swipe through multiple images. This makes albums especially powerful for product launches, event highlights, or any content where you want to showcase a lot of visuals at once.
The like rate might seem like a simple metric, but that's an easy way to gauge audience interest. When people hit the “like” button, it’s a sign that your content resonates, so the fact that albums generate the most likes is a big hint for brands to post more of them. Think of albums as mini-galleries for your audience to enjoy!
Strategic, actionable insights on how to get your follower's attention
- Use albums for big reveals or launches: Albums are perfect for introducing new products or sharing event highlights, as they let followers explore at their own pace and hit “like” on what catches their eye.
- Create seasonal albums: “Top Picks for Winter” or “Best of Summer” albums resonate well, as they tap into timely themes and keep audiences engaged.
- Add captions to each photo: Include short captions to make each photo feel more personal or informative. This adds value and increases the chances of likes across the album.
Real-world examples of brands that are good at sparking interest on Facebook
- IKEA uses albums to share entire room setups, from kitchens to bedrooms. Each photo offers a different design angle, attracting likes from fans who love design inspiration.
- BuzzFeed Tasty posts recipe albums that walk followers through each cooking step. Followers love saving these posts and hitting “like” to show appreciation for the easy instructions!
Status posts generate the highest number of comments
If you want to spark a conversation, status posts are where it’s at. Despite being simple, text-based posts, they receive more comments than any other type of content on Facebook. A simple status post is like an open invitation for followers to share their opinions, ideas, and experiences. They are great for posing questions, sharing thoughts, or tapping into trending topics.
Comments are valuable because they signal a deeper level of engagement. Simple questions or prompts can really get people talking, so don’t underestimate the power of a good status post.
Strategic, actionable insights on how to spark more conversations on Facebook
- Ask open-ended questions: This could be anything from, such as “What’s your favorite weekend activity?” Open-ended questions encourage followers to share a little about themselves.
- Tap into trends: Jump on popular themes or current events with a quick status update, inviting followers to weigh in. These posts are easy to create and great for engagement.
- Post short, relatable thoughts: Status posts don’t need to be long—simple, relatable thoughts work well. Think of these posts as conversation starters rather than traditional updates.
Real-world examples of brands that successfully drive community engagement
- Netflix uses status posts to ask followers about their latest binge-worthy shows, sparking thousands of comments from fans eager to share recommendations.
- Whole Foods posts questions like “What’s your favorite comfort food?” Their followers love chiming in, leading to high comment counts as people share recipes and food ideas.
Albums drive the most shares for small pages and videos for bigger pages
According to our Facebook benchmarks data, when it comes to shares, size matters! For smaller profiles, albums drive the most shares. People feel a personal connection to smaller pages, making them more likely to share albums that resonate. On the other hand, larger profiles get more shares from videos, which have wider appeal and are easily shareable.
Knowing what drives shares for your profile size can help you create content that maximizes your social media reach. Shares are powerful because they spread your content beyond your immediate followers, growing your audience.
Strategic, actionable insights on how to generate more shares on Facebook
- Create albums with shareable themes for small profiles: Small accounts can put together albums with themes that followers want to share, like “New Arrivals” or “Behind-the-Scenes.”
- Post short, engaging videos for larger profiles: If you have a large following, focus on creating short, entertaining videos. Videos are great for getting lots of shares when they’re engaging and easy to watch.
- Encourage sharing with call-to-actions: Give followers a little nudge to share. Phrases like “Tag a friend” or “Share if you agree!” can go a long way in boosting shares.
Real-world examples of brands that excel at increasing their brand awareness
- Lush Cosmetics often posts albums featuring themed products or seasonal collections that followers love to share, especially when they’re looking for gift ideas.
- Red Bull shares high-energy sports videos that fans can’t resist sharing. Their followers help spread the content far and wide, especially with thrilling or inspiring clips.
Brands post on average 43 posts per month
On Facebook, brands typically post around 43 times per month, or about 1.5 posts per day. This number highlights a steady content flow that keeps audiences engaged without overwhelming them. Posting frequency is crucial in staying relevant, but the trick is balancing this number with engaging content. Posting 43 times per month is just an average benchmark; some brands may find that fewer high-quality posts outperform a steady stream of lower-engagement content.
It’s all about finding the sweet spot that works for your audience. Posting frequency should be paired with insights into what content performs best on your page—whether that’s videos, status updates, albums, or a mix.
Strategic, actionable insights on how to have an optimized posting strategy
- Focus on quality, not just quantity: Instead of aiming for a specific number, prioritize creating posts that your audience finds valuable. High-quality posts, even if less frequent, can drive more engagement than daily posts that miss the mark.
- Experiment with posting times: Find the times of day or days of the week when your audience is most active. Posting at peak times can make each post more effective and help you reach your engagement goals with fewer posts.
- Plan ahead with a content calendar: A content calendar keeps your posting consistent and organized, allowing you to balance different types of posts throughout the month. It’s a great way to ensure variety without last-minute rushes.
Real-world examples of brands that have an effective posting strategy
- Sephora sticks to a steady schedule with posts featuring product highlights, tutorials, and seasonal looks. They mix it up to keep things interesting, showing that variety and consistency go hand in hand.
- Nike has a steady cadence of around one post per day, often featuring inspirational videos, product promotions, and motivational quotes. Their consistent but varied approach keeps followers engaged, demonstrating the impact of balancing frequency with high-quality content.
Each of these brands demonstrates that staying active on Facebook doesn’t have to be a numbers game—it’s about connecting with followers through content that resonates.
Methodology
The Facebook data used for this analysis consisted 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.
Like/comment/share rate: it is calculated by dividing the number of likes/comments/shares (depending on the case) to the total number of views gained within the specified timeframe and multiplied by 100.
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