Always Up-To-Date Digital PR and Social Media Marketing Benchmarks

3 min read
Jan 7, 2022 1:25:13 PM

Last updated 10/23/2022

What's a good engagement rate on Instagram?

How many times a week should I post on LinkedIn? 

How should I think about email open rates now?

The modern PR arsenal includes social media, email marketing, influencer engagement, and more digital channels than ever before. Algorithms change, trends emerge. How do we know how we're doing? 

This is a guide we put together for internal use that we're now sharing publically with our clients and followers. We find it helpful to curate digital PR benchmarks from multiple sources in one handy resource when we're planning KPIs and reporting campaign outcomes. This will help you stay on top of changes in the digital landscape so that you can continue to succeed with your business goals!

LinkedIn Advertising Cost Per Click

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LinkedIn Engagement Rate

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LinkedIn Average Video View Rate

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LinkedIn Paid Click-Thru Rate

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Facebook Advertising Cost Per Click and Click Thru Rates

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Facebook Engagement Rate

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Instagram Engagement Rate

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Instagram Follower Growth Rate

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Email Marketing Benchmarks

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TikTok Trending Video Benchmarks

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Media Pitching Engagement Rate

Any resources we missed that you love? Let us know!

LinkedIn Advertising Cost Per Click

LinkedIn is a great tool for executive thought leadership and personal branding, as well as recruiting. Longer posts can perform better on that platform, particularly posts having a distinct point of view.

  • The average LinkedIn cost per click in 2022 seems to be in the $4-$6 range, based on Dialogue campaign outcomes and two sources: $5.26 (Source: WebFX)  and $5.58 (Source: the B2B House)

LinkedIn Engagement Rate

The average LinkedIn engagement rate for page posts is 4.42% in October of 2022, according to Social Status

LinkedIn Average Video View Rate

LinkedIn defines a video view as 2 or more continuous seconds of playback while the video is at least 50% on screen. View rate is the video views divided by video impressions multiplied by 100.

The social reporting tool Social Status reports the average video view rate from LinkedIn company page posts monthly using a slightly different formula of video views divided by reach vs. impressions. They find considerable variation month-to-month, but it's usually around 20%. 

At Dialogue, we aim for at least a 20% LinkedIn video view rate for organic and sponsored content video.

LinkedIn Paid Click Thru Rate

The average CTR across all of LinkedIn sponsored content ads is about 0.39%, according to Social Media Examiner.

Facebook Advertising Cost Per Click and Click Thru Rates

The Facebook advertising network, now known as a Meta network, includes advertising for Facebook and Instagram platforms.

In October 2022, Wordstream reports an average Meta network cost per click of $1.71 and average click thru rate of .9%. Wordstream breaks down Facebook CPC and CTR by industry.

Facebook Engagement Rate

The average engagement rate for all types of Facebook posts is 0.07% according to Oberlo.

Instagram Engagement Rate

This has varied a lot in 2022, as Stories and Reels drives a different type of engagement than Instagram posts.

Video (Reels) has the lowest engagement rate as traditionally measured by comments and likes, but Instagram wants us to watch more videos, so view rate and Story clicks will be as important as engagement rate going forward.

  • In North America, the average engagement rate
    was 5.21% (Source: HubSpot)
  • Instagram engagement rate in 2021: 0.31% per post. (Source: Trust Insights)
  • Instagram carousels drive the highest engagement rate at 0.43%. Photos earn a 0.33% engagement rate. Videos drive the lowest engagement rate at 0.16%, although video view time is the most critical factor there. (Source: Trust Insights)

Instagram Follower Growth Rate

Flick keeps a good ongoing report of average Instagram follower growth rates. It tends to be just under 2 percent growth per month. 

Email Marketing Benchmarks

Hubspot pegs a healthy email open rate at 22%, although Constant Contact has it closer to 30% for September 2022. 

Contact Contact reports an average click rate (percentage of clicks by total delivery) at 1.38%.

HubSpot reports an average click thru rate (percentage of clicks by total opens) at 8.5%.

TikTok Trending Video Benchmarks

Trust Insights released these TikTok benchmarks for trending videos at the end of 2021. Key takeaways:

  • Trending TikTok videos averaged 3 hashtags, 61 characters in their captions and were 15 seconds in length.
  • Trending TikTok videos had medians of 441,300 views and 42,800 likes. 
  • Not surprisingly, the accounts that generated trending videos were larger and more established with a median of 188,600 fans and 4,245 likes.

Media Pitching Engagement Rate

According to a 2021 Spin Sucks article citing survey data from Propel, you can expect journalists to respond to 3.27% of the pitches they receive. At Dialogue, we typically see a 3-8% response rate in pitching journalists, although this can be higher for journalists who have opted in to receive new product information. 

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