Benchmarks are useful only when the segments are honest. What follows is the median of ranges we see across paid engagements — not published averages that hide the tails. Update cadence: quarterly.
Reels (Instagram + TikTok)
- Save rate: 0.6% – 1.8% (D2C median 1.1%).
- Share rate: 0.4% – 1.2%.
- Average watch time: 45%–65% of duration for videos under 30 seconds.
LinkedIn posts
- Impressions per follower: 12% – 30% for named humans, 3% – 8% for brand pages.
- Comment rate: 0.4% – 1.5%.
- Reply-to-comment ratio (author replies in the first hour) correlates most strongly with reach.
YouTube shorts
- Swipe-away rate under 3 seconds: 20% – 40% target ceiling.
- Subscribers per 10k views: 20 – 120 depending on niche.
Operating note
Benchmarks are a diagnostic, not a target. A creative team optimizing to hit a median stops making anything worth watching.