The Media and Publishing Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to media and publishing brands’ social strategies.
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To win in today’s social media landscape, media and publishing 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, media and publishing brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
Media and Publishing Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
9.3%
0.8%
Youtube
1.5%
* Follower growth rate data taken from the September 2024 Publishing and Media Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a media and publishing 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 media and publishing 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.
Media and Publishing Industry Highlights From Leading Brands
The media and publishing industry shines on social media, leading in engagement and reach. Instagram, TikTok and YouTube Shorts showcase the industry's successful strategy with engaging and shareable content.
The Athletic drives high TikTok engagement with its cutting edge sports coverage, commentary and storytelling. Its fast-paced content appeals directly to sports enthusiasts, who are passionate about their interests and much more inclined to engage than typical media audiences.
The Athletic outperforms the media and publishing industry by 42%.
A24 uses Instagram to share film promo, interviews and behind-the-scenes content. Its high Instagram engagement is an extension of the studio’s success in growing an audience of film aficionados, as niche communities make for the most engaged followers.
A24 outperforms the media and publishing industry by 138.5%.
First We Feast has become a YouTube phenomenon, drawing in millions of viewers per episode with its ultra-popular series like Hot Ones and Heat Eaters. The brand has a keen understanding of pop culture, and its videos are always incredibly timed and well-received.
First We Feast outperforms the Media and Publishing industry by 163%.
In this Media and Publishing Benchmarks Report you’ll learn:
- Instagram's role in positioning media and publishing as an industry leader in engagement and reach.
- How engaging, shareable content on TikTok contributes to the industry's growth, with top marks in Entertainment Score and shares.
- The significant impact of YouTube Shorts, indicating that brands should invest more in the format.
- Strategies behind the industry's success in viewer retention and overall social media performance.
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.