Resource
Social Media Audit Benchmarks
Baseline ranges for interpreting posting cadence, engagement rate, format variety, caption CTAs, and conversion readiness in a social media audit.
Use benchmarks as ranges
Benchmarks should guide prioritization, not punish every account with a different niche. A small B2B account and a creator account can have different healthy engagement patterns.
- Compare accounts against similar audience size, category, and publishing intent.
- Treat a benchmark miss as a review prompt before calling the channel unhealthy.
Cadence benchmark
For most active public accounts, three or more posts per week is a useful starting target. Fewer than two visible posts per week usually means consistency should be reviewed before content experiments.
- Check whether the account has recent activity before judging format or creative quality.
- Flag long gaps separately from planned seasonal pauses or campaign cycles.
CTA benchmark
At least half of recent captions should make a next action clear. The action can be soft, such as save or comment, or conversion-focused, such as visit a link or request a demo.
- Count soft CTAs and conversion CTAs separately so the recommendation is precise.
- Match CTA strength to the profile promise and current campaign stage.