Here Are the 2025 Social Media Benchmarks for Financial Brands

We’re heading into crunch time for 2025, and thought it would be an excellent opportunity to identify key social media benchmarks for the financial industry. 

Why Engagement Rates Matter for Financial Services

Engagement rates remain a popular choice of KPI as they directly reflect how effectively financial brands are connecting with their audiences through content. We will look at these specific percentages for this industry across five of the more mainstream platforms: Facebook, Instagram, TikTok, X, and LinkedIn. 

2025 Engagement Rates by Platform (Financial Services)

We will draw from Hootsuite’s report, which covers average engagement rates across various industries in a study conducted this year. 

Engagement Rates (Per Post)

How Engagement Rates Are Calculated (Hootsuite Formula)

As discussed in previous blogs, when comparing to benchmarks or studies, it is essential to ensure that our KPI (engagement rate) is calculated similarly to the metrics we are referencing. Since engagement rates can vary depending on the variables and platforms used, we will use the following formula from Hootsuite as the basis for these benchmarks:

In the context of the Hootsuite report, engagement also includes the number of clicks and DMs, which may not always be conventionally included in other variations of this formula. Additionally, the number of posts is subjective to the chosen time period. For example, you may count posts from a given month or year. We recommend using monthly durations to better account for significant platform changes or updated studies. If the post volume for any given month is small, consider a duration that covers at least 30 posts. 

Platform Insights: Winners and Laggards

Based on the overall report, financial services show strong engagement performance compared to other industries on:

• Instagram (3.8%) → boosted by visual storytelling and partnerships.
  
• LinkedIn (3.2%) → driven by professional content and employee advocacy.
  

Meanwhile, engagement is lower (<2%) on:

• Facebook → declining organic reach, heavier reliance on paid ads.
  
• TikTok → high variability in video views creates disproportionate engagement gaps.
  

What These 2025 Benchmarks Mean for Financial Marketers

• Instagram and LinkedIn = prime channels for partnerships, thought leadership, and employee advocacy.
  
• Facebook and TikTok = paid-first strategies may be necessary to close the engagement gap.
  
• Frequent benchmarking = critical in 2025 as algorithms and audience behaviors shift faster than ever.
  

Key Takeaway for Financial Services Brands

Financial institutions should:

• Monitor engagement monthly, not yearly.
  
• Double down on LinkedIn + Instagram for organic traction.
  
• Use paid strategies to offset lower returns on Facebook and TikTok.
  

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