Turn insights into action with industry benchmarks for social media

Reactions include the total number of Like, Love, Haha, Wow, Sorry, and Anger responses on Facebook posts. Because Facebook does not provide a separate count for “Care” reactions, these are grouped under Likes in Emplifi’s methodology.

Interactions on Facebook include all Reactions, Comments, and Shares. On Instagram, interactions are defined as the sum of Likes and Comments on posts published during the reporting period.

Median post interactions represent the middle value when ranking a Page or Profile’s posts by engagement for the month. This helps remove the influence of unusually high or low-performing posts and provides a more accurate benchmark.

Relative Median Interactions use the same calculation as Median Interactions, but the values are normalized as a ratio against the maximum interaction value for that period. This makes it easier to compare performance trends over time.

Audience size reflects the median number of Page Fans or Profile Followers recorded at the end of the quarter for the selected region or industry.

Post volume represents the median number of total posts published during the quarter, aggregated at the Page or Profile level for the selected segment.

Cost per Click (CPC), Cost per Mille (CPM), and Click-Through Rate (CTR) are based on median performance across available ad accounts. Because Facebook and Instagram have different ad placement positions, the report highlights the top five positions by relative spend for each platform.

Relative spend shows how an advertiser’s budget is distributed across different placement positions. Values are normalized as percentages so you can clearly see where brands are investing most heavily.

All data reflects the state of Emplifi’s database at the beginning of the quarter following the analyzed period. The dataset is pulled once and not modified afterward, ensuring consistent quarterly snapshots.

If a region-and-industry combination does not meet the minimum threshold of 50 Instagram profiles and 50 Facebook Pages, the report automatically expands to a broader geographic level so the data remains statistically reliable.

Yes. Some visuals require additional volume to ensure accuracy — for example, interaction distribution charts require at least 300 profiles, and ads benchmarks require at least 200 active ad benchmarks from the selected region or industry.

Yes. Emplifi uses normalized, median-based calculations and platform-specific detection methods (including a high-accuracy paid-promotion classifier) to ensure consistent, stable benchmarks across regions and industries.