Dash Social has released its 2025 Social Media Benchmark Report, highlighting top-performing brands on social media, revealing the strategies behind their success, and providing performance benchmarks across platforms like TikTok, Instagram, and YouTube.
The report shows that shares are now the clearest indicator of momentum, with a 31% increase on TikTok and 86% on Instagram. TikTok follower growth has slowed to 3.4% per month, down from 4.7% six months ago. TikTok leads engagement at 5%, compared to 3.6% on Instagram and 3.4% on YouTube, while Instagram wins on reach, averaging 42% more than TikTok. Leading brands include FWRD, Burger King, and Visa.
“It is time to retire follower growth as the north star. Entertainment-driven metrics like shares, views, and reach drive real impact. Brands winning those metrics invest in creators, participate in trends, and let culture shape the work,” said Thomas Rankin, CEO and Co-Founder of Dash Social.
Key Takeaways from the Report
- Win the First Second on TikTok: Optimize for shares and strong first-second hooks to boost completion rates.
- Instagram Favors Carousels: Carousels outperform single images and Reels in reach and engagement.
- Split Formats for YouTube Growth: Use on-demand video for discovery and Shorts for engagement through likes, comments, and shares.
- Build a Consistent Brand Mood: Recurring themes, distinct aesthetics, and an entertaining voice drive recognition and repeat views.
The report includes benchmarks for industries such as Beauty, Children and Baby, CPG, Fashion, Food and Beverage, Home, Luxury, Media and Entertainment, Publishing, Retail, Travel, and Health and Wellness. Brands can use these insights to plan, optimize, and scale their social strategies for 2025 and beyond.
To access the full 2025 Social Media Benchmark Report and individual industry reports, click here. For more updates on retail media and SaaS innovations, visit TechMedia Global.