Last updated 10/3/2023
What's a good engagement rate on Instagram? Or your website?
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!
Google Analytics 4 Website Engagement Rate
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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/Instagram Paid 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!
Google Analytics 4 Website Engagement Rate
Google Analytics 4 defines an engaged website session as lasting longer than 10 seconds, with either a conversion event or at least 2 pageviews.
The website engagement rate is then calculated as the percent of engaged sessions/total sessions.
- A good B2C website engagement rate is anything 70% or higher.
- A good B2B website engagement is anything 55% or higher.
LinkedIn Advertising Cost Per Click
- The average LinkedIn cost per click in 2023 ranges from $2-$6 CPC, based on Dialogue campaign outcomes for sustainability-related content.
- It is not out of the ordinary to see higher amounts, however, $8+ for specific audiences.
LinkedIn Engagement Rate
- Average LinkedIn engagement rate for page posts is 2%, based on total post reactions (comments, shares, likes, etc.) divided by post impressions.
- Find your post data in the Analytics section of your LinkedIn page, viewable by page admins.
LinkedIn Average Video View Rate
LinkedIn defines a video view as at least 3 continuous seconds of playback.
The social reporting tool Social Status reports the average video view rate from LinkedIn company page posts dividing 3-second views by reach.
Note the general decline in view rate during 2023, now closer to 11-14% vs 2022 and earlier when it tended to be around 20%.
LinkedIn Paid Click Thru Rate
The average CTR from LinkedIn advertising is between 0.40% and 0.6%.
Facebook/Instagram Advertising Cost Per Click and Click Thru Rates
Meta advertising network includes advertising for Facebook and Instagram platforms.
In September 2023, Wordstream reports an average Meta network cost per click of $1.72 and average click thru rate of .9%. Wordstream breaks down Facebook CPC and CTR by industry.
Facebook Engagement Rate
The average organic engagement rate for Facebook posts is between 0.07% and 0.1%.
Instagram Engagement Rate
Rival IQ reports that the median engagement rate on Instagram is 0.47% for 2023.
There are a lot of caveats, with Stories and Reels driving a different type of engagement than Instagram posts.
Instagram Follower Growth Rate
Flick keeps a good ongoing report of average Instagram follower growth rates. Instagram follower growth rate tends to be just under 2% growth per month.
Email Marketing Benchmarks
Open rates have become trickier to measure, with increased privacy factors. A 25% open rate is a good benchmark for regular newsletters.
Click through rates are a much stronger email KPI. Average email CTRs are between 4-7%.
TikTok Engagement Rates
Statista reports as of April 2023, the average engagement rate for large accounts (10 million followers) was 10.5%.
For accounts with 100,000 to 500,000 thousand followers the engagement rate was 9.74%.
Media Pitching Engagement Rate
Propel Media reports quarterly engagement rates between journalists and PR pros.
In Q2 2023, journalists opened an average of 49.14% of the pitches they received and responded to an average of 2.99% of the pitches they received.
