The CPG Industry Social Media Benchmark Report
Find out how your brand stacks up against CPG industry leaders.
Download the Benchmarks
To understand how your brand is doing on social, start by seeing what’s typical in the CPG industry. Download the report to see CPG 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 CPG Benchmark Report
Strong visibility across platforms. TikTok views are up 17% and reach up 31%, while Instagram performance remains solid.
Entertainment value is high. This industry ranks among the top in Entertainment Score, showing success in resonating with audiences.
YouTube delivers scale. On-Demand videos average over 500K views, outpacing Shorts significantly.
CPG Industry Benchmarks and Statistics
TikTok
159.2K
124.6K
YouTube
240.4K
* Video views are the total number of times a video is played, including repeat plays by the same viewer.
Dash Social Insight: With views and Entertainment Score trending upward, CPG brands are well-positioned to double down on content that entertains. The next move is turning that attention into deeper engagement.
CPG Industry Highlights From Leading Brands
CPG brands are creating content that feels familiar, useful, and easy to spot. Leading with quick hooks and everyday scenarios helps products feel immediately relevant. Consistent setups build brand recognition as viewers scroll, while sensory cues like texture and sound give content an extra edge in grabbing attention.
Health-Ade bubbles up strong engagement with satisfying drink recipes and humorous education about gut health that demystifies kombucha for audiences.
Tide makes cleaning ultra-relatable with memes, lifestyle videos and creator partnerships that make everyday chores visually satisfying to watch.
Gillette blends clean-cut grooming tutorials with humorous, relatable Shorts. The mix of practical how-tos and creator collabs keeps viewers engaged across video formats.
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.
