The Food and Beverage Social Media Benchmark Report

The Average Monthly Growth Rate measures the rate at which a food and beverage 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 food and beverage 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.

Food and Beverage Industry Highlights From Leading Brands

The food and beverage 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.

Dunkin’s content on TikTok is outrageously fun, highlighting its seasonal flavors and promotions in a way that gets audiences excited for its drinks and snacks. The brand, always at the cutting edge of TikTok trendiness, features collaborations with celebrities and creators alike. Its upbeat content resonates with wide audiences, driving strong engagement.

Dunkin outperforms the food and beverage industry by 77.2%.

Dr. Pepper’s Instagram content leans into hilarious memes, boosting its engagement rate with its strong cultural savviness. The brand uses Instagram to build community with Gen Z, who in turn react with hundreds of comments. While its content strategy wouldn’t work for every brand, Dr. Pepper has reached an understanding of what resonates well with its own audience.

Dr. Pepper outperforms the food and beverage industry by 173.3%.

McDonald’s dominates in YouTube video views with its mix of high-quality and entertaining content, including nostalgic looks at its mascots, meaningful profiles of industry change-makers and fun experiments, like its “WcDonald’s” series of animated shorts.

McDonald’s outperforms the food and beverage industry by 38.8%.

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In this Food and Beverage Industry Benchmark Report you’ll learn:

• How agility and engagement with trends on Instagram have bolstered the food and beverage 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.