The Children and Baby Industry Social Media Benchmark Report
Find out how your brand stacks up against children and baby industry leaders.
Download the Benchmarks
To understand how your brand is doing on social, start by seeing what’s typical in the children and baby industry. Download the report to see children and baby industry averages across important metrics and platforms, including TikTok, Instagram and YouTube. Use these findings to set clear goals, sharpen your content plan, and grow your audience faster.
Key Takeaways: 2025 Children and Baby Benchmark Report
TikTok shows a pullback. Engagement rate and Entertainment Score declined over six months, signaling a need to refresh strategy.
Reels are a bright spot. Despite a dip on TikTok, Reels see strong engagement at 2.4% and over 70K views per post.
YouTube reach is modest. Brands post infrequently and see low view counts, though On-Demand still outperforms Shorts.
Children and Baby Industry Benchmarks and Statistics
TikTok
71.3K
70.9K
YouTube
10.6K
* Video views are the total number of times a video is played, including repeat plays by the same viewer.
Dash Social Insight: Reels are outperforming across metrics, while TikTok growth has slowed. Brands can regain momentum by scaling content that earns strong saves and shares from niche audiences.
Children and Baby Industry Highlights From Leading Brands
Leading children and baby brands are creating content that speaks to both kids and their caregivers. Toy brands find success when they tap into nostalgia while keeping the execution fresh and playful. For childcare brands, an approachable tone paired with genuine storytelling builds trust and lasting impact.
American Girl charms TikTok audiences with nostalgic storytelling and playful skits that bring its dolls to life. Behind-the-scenes peeks and TikToks that call for fan interactions keep the content feeling both timeless and in step with modern TikTok culture.
Play-Doh shapes its Instagram presence with bright, hands-on creations that inspire both kids and adults to get creative. Interactive posts and vibrant crafts keeps its feed fun and irresistibly engaging.
Barbie captivates YouTube audiences with colorful clips of its characters, delivering bite-sized stories packed with personality. These lively scenes create a steady stream of watchable moments that keep viewers coming back.
Dash Social pulled a sample of global companies across TikTok (n=970), Instagram (n=2,967), and YouTube (n=630) analyzing their activity between January 1, 2025 to June 30, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
