How to Use Hubspot Social Media Engagement Benchmarks

Hubspot social media benchmarks give marketers a practical way to compare engagement, diagnose performance issues, and refine strategy across key networks without guessing.

This guide explains how to read the data from Hubspot’s 2024 social media engagement benchmarks, turn findings into clear actions, and use the insights to improve your daily social publishing workflow.

What the Hubspot Social Media Benchmarks Cover

The benchmark research from Hubspot looks at real engagement rates across major networks and industries. It focuses on:

• Typical engagement rates by platform
• Differences between B2B and B2C performance
• How audience size affects engagement
• What networks deliver the highest interaction overall

Engagement rate is the main metric. It usually represents total engagements (likes, comments, shares, clicks, and other interactions) divided by reach or follower count, depending on the network.

Why Hubspot Benchmarks Matter for Your Strategy

Benchmarks from Hubspot are not goals by themselves. Instead, they help you put your own numbers in context so you can make better decisions about content and channel mix.

Using these benchmarks, you can:

• See if your brand is ahead or behind typical engagement in your niche
• Spot platforms where you are under‑invested or over‑invested
• Set realistic growth targets for engagement and reach
• Prioritize creative experiments where upside is highest

Without a frame of reference, a 1% engagement rate might look weak or strong. The Hubspot data helps you understand which is true for your business and platform.

Step 1: Gather Your Own Social Media Data

Before comparing against Hubspot platform numbers, export several months of your social analytics. Aim for at least a full quarter to reduce the impact of one‑off wins or misses.

Metrics to Collect Before Using Hubspot Data

• Total posts per network
• Reach or impressions per post
• Engagements per post (likes, comments, shares, saves, clicks, etc.)
• Follower count at the beginning and end of the period
• Click‑throughs to site or landing pages

Calculate average engagement rate per post on each network using the same method you see in the Hubspot benchmark explanations. Consistency is important; do not mix reach‑based and follower‑based calculations in the same comparison.

Step 2: Compare Engagement to Hubspot Benchmarks

Once you have your baseline, line it up against the reported ranges in the Hubspot benchmark article. Look separately at each network you use.

Key Comparison Questions to Ask

• Is your engagement above, near, or below the reported median?
• Are some networks far below the Hubspot ranges while others are healthy?
• Does your audience size fall into a band where engagement normally dips?
• Are your results consistent over time or highly volatile?

If your engagement is well below the Hubspot guidance on a given network while others are close to or above benchmark, that channel likely needs a different content mix, posting cadence, or audience focus.

Step 3: Interpret Results by Platform Type

The Hubspot report highlights how each network behaves differently. Use those differences to refine expectations and next steps.

Visual‑First Platforms

Networks that emphasize visual content, like short‑form video and image feeds, often show higher median engagement. When comparing your numbers to Hubspot, consider:

• Whether you are using native video formats and vertical aspect ratios
• How often you publish versus the typical brand account
• Whether your visuals are tailored to mobile‑first consumption

Professional and Community Platforms

On more professional or text‑driven networks, engagement may look lower in absolute terms but still be highly valuable. When using Hubspot data here, look beyond likes:

• Track profile views, DMs, and connection requests
• Prioritize comments and conversation depth over vanity metrics
• Measure how often posts lead to qualified website visits or leads

Step 4: Turn Hubspot Benchmarks into Actions

The real value of the benchmarks comes from the changes you make after reviewing them. Build a simple action plan driven by the gaps you see between your data and what Hubspot reports.

1. Rebalance Your Channel Mix

If one network is dramatically outperforming the Hubspot ranges while another lags behind, consider:

• Shifting content production capacity toward the stronger network
• Testing new content types on weaker networks rather than scaling volume
• Running time‑bound experiments before fully exiting a platform

2. Optimize Posting Cadence

The benchmarks can hint at how active successful brands are. If you post far less than typical brands referenced by Hubspot, you may see:

• Inconsistent engagement patterns
• Weak algorithmic visibility
• Difficulty building audience habits

Increase or decrease frequency in small steps and track the impact on engagement rate, not just raw engagements.

3. Refresh Content Formats

When you consistently trail Hubspot benchmarks on a network despite healthy posting frequency, test new creative approaches:

• Short‑form video instead of static images
• Carousels instead of single visuals
• Story formats, polls, or question stickers to prompt interaction
• Conversation‑driven posts with clear calls for comments

Step 5: Segment Benchmarks by Audience Size and Industry

The Hubspot analysis shows that engagement shifts as followers grow and that different industries perform at very different levels.

To avoid misleading conclusions:

• Compare your brand only to accounts with similar audience size
• Focus on industry‑specific ranges where possible
• Avoid comparing niche B2B brands to mass‑market consumer pages

If your engagement rates match the Hubspot ranges for your segment, focus more on content that moves business outcomes, not only interactions.

Integrate Hubspot Benchmarks into Ongoing Reporting

Benchmarks should not be a one‑time exercise. Add the key numbers from Hubspot into your regular dashboard so they guide decision‑making each month.

Build a Simple Benchmark Scorecard

1. List each social network you use.
2. Add your current three‑month average engagement rate.
3. Add the relevant Hubspot benchmark range for each network.
4. Tag each channel as “below”, “at”, or “above” benchmark.
5. Document one action per channel for the next month.

Review this scorecard during monthly or quarterly planning. Over time, you should see more channels move from “below” toward “at” or “above” benchmark.

When to Go Beyond Benchmarks

While the Hubspot benchmark report is a powerful starting point, advanced teams may want deeper competitive context, ongoing audits, or technical optimization support across analytics and social operations.

For that, you can partner with a specialist agency like Consultevo, which helps brands apply benchmark data, build integrated reporting, and connect social engagement to revenue outcomes.

Putting Hubspot Social Data to Work

By combining your own analytics with the latest benchmark research from Hubspot, you can replace guesswork with evidence, focus on the platforms that matter most, and design social content that reliably earns attention.

Revisit benchmarks quarterly, refine your tactics based on performance gaps, and keep testing new formats so your results stay ahead of the next wave of data.

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