# What is a good engagement rate on social media?

> Industry data from 2026 puts average engagement rates well under 3% on every major platform, TikTok highest, X lowest. A rate above your own account's recent average matters more than beating an industry number you don't control.

Updated: 2026-09-17.

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## The general answer, by platform

[Socialinsider's 2026 benchmark report](https://www.socialinsider.io/social-media-benchmarks), analysing roughly 70 million posts from international brands between January 2024 & December 2025, puts average engagement rates well below the "3 to 5%" figure often quoted elsewhere.

| Platform | Average engagement rate | Year over year |
| --- | --- | --- |
| TikTok | 2.60% | down 10% |
| Instagram | 0.48% | down 4% |
| Facebook | 0.15% | flat |
| X | 0.10% | down 17% |

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TikTok leads by a wide margin, & every platform's average moved down or stayed flat year over year, part of a broader shift the report describes toward more passive engagement: people sharing privately rather than commenting publicly.

## Why these numbers look lower than you might expect

A lot of commonly repeated engagement benchmarks come from smaller samples, or count follows & saves as engagement in ways that inflate the percentage. A 70-million-post sample across real brand accounts is a more honest floor.

The practical takeaway isn't "aim for exactly 0.48% on Instagram." It's that a healthy account on most platforms is working with a smaller number than the folklore suggests, so a rate that looks unimpressive next to an old blog post might actually be normal.

## Why your own baseline matters more than the industry average

An industry average blends accounts of every size, niche & posting habit. Your own account's engagement rate from the last few months is a far more relevant comparison than a cross-industry figure, since it already accounts for your specific audience.

The useful question isn't "are we above 0.48%." It's "is this month's rate higher or lower than our own last six months," which is the comparison that actually reflects whether something changed. DunSocial's analytics dashboard is built to answer that specific question, showing your account's own top posts by impressions rather than a generic industry chart.

## Using this to judge your own performance

- Compare a post's engagement rate to your account's own trailing average, not an industry figure
- Compare pillars against each other before comparing platforms against each other
- Expect X's rate to be structurally lower than TikTok's, that's the platform, not the content
- Watch the trend over months, since a single post's rate is noisy on its own

DunSocial's engagement heatmap is built around this same logic: it reads your account's own history rather than an industry chart, so the "good" it's optimising toward is specifically yours.

## Where this connects to scheduling

An engagement rate is only half the picture without knowing when that engagement happened. DunSocial pairs its analytics dashboard with the same heatmap that powers its best-time-to-post suggestions, so a pattern showing up in your engagement rate can turn directly into a scheduling decision instead of staying a number on a chart.

## Related guides

- [What social media metrics actually matter?](https://www.dunsocial.com/hub/social-media-analytics/what-social-media-metrics-actually-matter.md)
- [How to measure social media engagement](https://www.dunsocial.com/hub/social-media-analytics/how-to-measure-social-media-engagement.md)
- [Best time to post on social media](https://www.dunsocial.com/hub/social-media-scheduler/best-time-to-post-on-social-media.md)
- [Social media posting strategy](https://www.dunsocial.com/hub/social-media-management/social-media-posting-strategy.md)

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