The CPG Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to CPG brands’ social strategies.
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To win in today’s social media landscape, CPG brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, CPG brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
CPG Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
5.1%
0.9%
Youtube
1.1%
* Follower growth rate data taken from the September 2024 CPG Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a CPG brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the CPG industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
CPG Industry Highlights From Leading Brands
The CPG industry excels in connecting with audiences, showcasing agility and a strong brand voice across social media platforms. High Entertainment Scores on Instagram, creative storytelling on TikTok and leading video views on YouTube highlight the industry's successful content strategy.
Ritual thrives on TikTok by mixing health education with a dash of humor, creating content that feels both approachable and informative. Its videos, which range from simplifying wellness concepts to showcasing behind-the-scenes moments, consistently engage audiences. By pinning key posts, Ritual keeps its most important messages front and center and its wellness wisdom top of mind.
Ritual outperforms the CPG industry by 38.2%.
Sour Patch Kids earns a high Instagram engagement rate thanks to its playful, vibrant content. The brand uses memes and text overlays to their fullest potential, making its posts memorable and instantly shareable amongst Gen Z. The mischievous persona the candy brand has taken on, including personalizing the candy itself, helps it to stand out.
Sour Patch Kids outperforms the CPG industry by 150%.
Crayola leads in YouTube video views by crafting engaging, colorful content that sparks creativity in its audience. Its videos are a go-to resource for DIY projects and education plans for parents and teachers. Crayola also ensures that its content is appealing to children as well, maximizing its viewership.
Crayola outperforms the CPG industry by 13.4%.
In this Consumer Goods Industry Benchmark Report you’ll learn:
- How agility and engagement with trends on Instagram have bolstered the CPG industry's Entertainment Score.
- The impact of creative storytelling on TikTok, achieving high engagement rates and a strong brand voice connection with customers.
- The leadership of the industry in YouTube video views, alongside the need to enhance viewer engagement and interaction.
- The industry's effective balance of content consistency and engagement across platforms, driving its success in connecting with audiences.
For the 2H 2024 Social Media Benchmark Reports, Dash Hudson pulled a sample of global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), analyzing their activity between January 1, 2024 – June 30, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include handles with a minimum of 1K followers, from both customers and non-customers.