Last updated 1/8/2024
What's a good engagement rate on Instagram? Or your website?
How should I think about email open rates now?
To accelerate the adoption of essential products and services during a long decision process, the strategy is to maximize cost-effective positive interactions with your brand to build trust and awareness.
When we evaluate outcomes for sustainability brands, we evaluate effectiveness in the context of benchmarks.
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 Average Video View Rate
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Facebook/Instagram Paid Cost Per Click and Click Thru Rates
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Instagram Follower Growth Rate
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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 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.
The average LinkedIn cost per click in 2023 ranged from $2-$6 CPC, based on Dialogue campaign outcomes for sustainability-related content.
Amounts can be higher for specific audiences: $8+
Average LinkedIn engagement rate for page posts is 2%, based on total post reactions (comments, shares, likes, etc.) divided by post impressions.
Smaller communities will have higher engagement rates.
Find your post data in the Analytics section of your LinkedIn page, viewable by page admins.
LinkedIn defines a video view as at least 3 continuous seconds of playback. View rate is the percentage of people who viewed at least 3 seconds of the video compared to its reach. 20% is average.
The average CTR from LinkedIn advertising is between 0.40% and 0.6%.
Meta advertising network includes advertising for Facebook and Instagram platforms.
In December 2023, Wordstream reports an average Meta network cost per click of $0.83 and average click thru rate of 1.51%. Wordstream breaks down Facebook CPC and CTR by industry.
Hootsuite cites a 1-5% engagement rate on Instagram as a good range, with healthy smaller accounts on the higher side.
Flick keeps a good ongoing report of average Instagram follower growth rates.
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%.
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%.
Propel Media reports quarterly engagement rates between journalists and PR pros.
In Q3 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.