What are your stats for this month

Social Media 2021: Statistics and benchmarks for your marketing

How good am I compared to others? Sometimes you shouldn't ask yourself this question. It is allowed in social media marketing. After all, the answer says a lot about where your company is.

But how good is good on Facebook, Instagram or Twitter? We have current social media benchmarks and marketing statistics collectedthat make it easier for you to assess.

Which key figures are really meaningful

The Relevant key figures form the basis for every analysis and every comparison in social media marketing. This includes the number of followers. But many followers only bring something if they can be activated in the long term. Here comes the Engagement rate or interaction rate as a central factor in play. When creating your content plan, statements on publication rates (post per week or per day) will help you.

In addition to the social media engagement rate, there are a number of other interesting key figures, starting with the contribution range to the conversion rate. Here we have limited ourselves to a few central factors for the sake of clarity.

Current figures for important social networks

Facebook user numbers

Despite all the scandals in the recent past it is It is impossible to imagine any social marketing strategy without Facebook. This is also made clear by the following figures:

  • According to its own information, Facebook recorded in April 20212.8 billion monthly active users: worldwide. 1.8 billion of them are active every day.
  • Use in Europe 423 million people the social network every month.
  • For Germany, Facebook speaks of more than 32 million active users.
  • Most of them come from the 25 - 34 age group.
  • Men are slightly more represented among German Facebook users than women.
  • The accounts with the most followers belong mainly to prominent football players and clubs, Volkswagen Motorsport is in 17th place with over 6 million followers, and Amazon Germany in 24th place with a little more than 4 million.
  • The situation in Austria is similar for 2017. Most accounts at that time were owned by users from the age group between 20 and 29 years.

Facebook posts per week

The publication rate on Facebook differs greatly by industry. At the beginning of 2021, Rival IQ compared the average posts-per-week rate within 12 different industries and came to the following result.

So if your company isn't exactly a media company, you can based on an average publication rate of 3 to 6 posts per day. The publication rate fell by 6 percent compared to the previous year.

So how often is often enough? Here the recommendations range from 1 - 2 times up to 5 times a day. Which frequency is best in your case can only be found out by trial and error.

But no matter what result you come to, Quality is more important than quantity. Post a little less often and make sure that your posts encourage interaction with your community.

Facebook engagement rate

Lots of followers and a high publication rate are of little use if nobody reacts to your posts. Therefore the so-called engagement rate or interaction rate is one of the most important key figures in the analysis of social media marketing. It is calculated by dividing the average number of interactions per post by the number of your own followers.

Here are clear differences in the results of Rival IQ for Facebook:

Facebook Ads Benchmarks

In times of decreasing organic reach, Paid advertising is increasingly becoming an integral part of any successful Facebook marketing strategy. In this context, for example, the question arises which represents a good click-through rate. Wordstream gives the following answer:

The average conversion rates per industry are as follows:

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Instagram user numbers

Instagram has long been more than the rising star among social networks, but it is still growing rapidly. Not until June 2018 cracked the number of usersthe 1 billion mark and the trend continues. In Germany there are around 21 million. Most users are between the ages of 18 and 34.

You don't have to worry if your company doesn't have more than 50,000 followers on Instagram. Currently only about 1.5 percent of all users can say this about themselves. On the other hand, it is more than 50 percent Number of followers under 1,000. And as we know, quality is better than quantity anyway.

Instagram posts per week

How often companies post differs by industry on Instagram, too. According to Rival IQ, the front runners are Sports teams, media, fashion and beauty industries . Companies from the software and tech sector post the least, which could be due to the fact that it is more difficult to create visually gripping posts here.


Currently has a Established guideline of 4 posts per weekthat smaller companies can use as a guide. Here, too, it depends on the individual case which frequency is the best. A consistent publication rate is more important than the sheer number of posts. Because your “audience” will also get used to them. So it only makes sense to post 4 posts a week if you can pull this off over a longer period of time

Instagram engagement rate

That one higher posting rate does not automatically lead to more interactions, shows the following graphic. It also illustrates the differences between individual industries. In addition, it demonstrates that Instagram has the lead in terms of interaction in direct comparison with Facebook.

Instagram hashtags

Hashtags play an important role on Instagram. Opinions differ on how useful they are for whom. Some studies recommend using around 9 hashtags per post to stimulate interaction. An investigation by Quintly comes to a different conclusion. Therefore For accounts with 1,000 to 10 million followers, it is even best to completely dispense with keywording. Hashtags are only really worthwhile for smaller and larger profiles.

Instagram Ads Benchmarks

According to SmartInsights, Instagram Ads performance has dropped significantly over the past year. The average CTR for ads in the feed is currently 0.22 percent, for stories 0.33.

Twitter user numbers

As a veteran among the major social networks, Twitter follows its own rules and laws. It starts with the fact that only a fraction of all active users send tweets themselves. In the first quarter of 2021, the network had 199 daily active users. However, for some time now, Twitter has only been counting “monetizable” users, i.e. those to whom advertisements can also be displayed.

38 million of them come from the USA. In Germany, only 5 percent of the total population used Twitter weekly in 2020, according to a study by ARD and ZDF, in Austria it was 150,000 at the beginning of 2017. Estimates suggest that it will be slightly more today.


Because the short message service especially popular with opinion leaders is, it is still worth including it in your own social media marketing strategy.

Twitter posts per week

If you look at the results from Rival IQ for Twitter, the average posting rate is around fourTweets per day. The media industry is a clear exception. Here, more than 50 tweets are the norm. Overall, the posting frequency fell by 20 percent, according to Rival IQ.

Twitter engagement rate

Who posts more often creates more interaction? Not in every case, if you believe Rival IQ.

Numbers averaging more than 1500 likes retweets per tweet mainly reflect the high interaction rates of a few less popular tweets.

Twitter hashtags

Twitter is hard to imagine without hashtags. But do they really increase the interaction rate? According to Twitter itself, the opposite is true. Accordingly, tweets without hashtags perform significantly better on average.

The right tools help with the analysis

Benchmarks and social media statistics such as those listed here provide good starting points for a quick overview. To go deeper into the analysis, however, it is important to compare yourself to direct competitors in your industry and also to consider the geographical context. Competitor analysis tools don't just filter out important key figures. They also help you learn from the successes and failures of others.

Swat.io always keeps you up to date on what others are saying about you and your competitors on social networks. Arrange a free demo now and open up new possibilities for analysis, content creation and social customer service.