Publishing Industry Social Media Benchmark Report
Find out how your brand stacks up against publishing industry leaders.
Download the full publishing benchmarks report to see the latest averages, publishing industry statistics, and key metrics across the industry. Use these findings to set clear goals, sharpen creative, and discover where you’re winning or have opportunities to grow.
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Key Takeaways: 2026 Publishing Industry Benchmark Report
- TikTok is holding strong engagement. Video views are down 14%, but engagement rose from 5.0% to 5.3%.
- Instagram formats serve different goals. Views are up 25%, with single static posts driving reach and Reels leading on engagement.
- YouTube is growing, and retention is the next opportunity. Views are up 75% across On-Demand and Shorts, though viewers are watching about half of each video on average.
Publishing Industry Benchmarks and Statistics
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What Top Publishing Brands Are Doing Differently
The top publishing brands are pairing strong visuals with sharp storytelling to hold attention in crowded feeds. Each brand brings a distinct editorial voice that keeps audiences coming back for more.
The New York Times leads with stunning photography and gripping headlines to keep audiences in tune with everyday news.
Teen Vogue has a sharp read on what’s trending with teens, and anyone plugged into pop culture. Original content series give the brand a voice that goes beyond the headlines.
The New Yorker shares hard-hitting news and quirky cultural stories with inviting headlines that encourage Americans in and outside of the Big Apple to keep watching.
How Have Publishing Benchmarks Changed Since Our Last Report?
From Headline-First To Story-Led Content
Previously, publishers relied on headlines to drive clicks and engagement.
Now, narrative-building content with an emotional hook performs better. TikTok engagement averages 5.2%, with top performers exceeding 30% by focusing on storytelling and series-based content.
What changed: Results are driven by content quality and storytelling, not volume alone.
From Passive Viewing To Active Sharing
Our last report explored how content formats closely mirrored editorial outputs.
Now, publishers combine video, quotes, and interviews to increase engagement. Higher performance is tied to text overlays and formats that offer context.
What changed: Mixing formats improves clarity and keeps viewers engaged longer.
From Passive Consumption To Share-Driven Distribution
In 2025, reach was driven largely by impressions and clicks, with limited downstream engagement signals.
Now, publishers test new content pillars to expand visibility and deepen connection with audiences, with Instagram averaging 772K video views and 2.6% engagement by views, and higher performance tied to text overlays and explainer formats.
What changed: Content that sparks reaction and relatability is more likely to be distributed by audiences.
What’s a Good Engagement Rate for Publishing Brands?
Publishing brands should aim for an engagement rate between 5.0% and 5.5% on TikTok, and between 1.0% and 2.0% on Instagram.
What Types of Content Perform Best for Publishing Industry Brands?
On TikTok, trend-driven content and recurring formats drive results. Teen Vogue’s top-performing post achieved a 33.94% engagement rate with 215K views, well above the 5.2% average. The New Yorker proves how strong hooks can keep viewers watching.
On Instagram, text-led storytelling wins. Vulture reached 3.0% engagement by followers by answering pop culture questions with bold on-screen text, far exceeding the 0.4% industry average engagement rate by followers. Strong visuals paired with clear headlines sustain performance at scale.
On YouTube, longer-form content with depth attracts viewership. Allure drove 16.6M views with interviews and tutorials, compared to the 20.6K average, showing the impact of personality-led formats.
How Our Publishing Industry Benchmarks Are Calculated
Dash Social pulled a sample of global companies across TikTok (n=1,361), Instagram (n=3,363), and YouTube (n=616) analyzing their activity between July 1, 2025 to December 31, 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.
Download the Full Publishing Industry Report
Dash Social’s benchmark report takes you through the latest metrics behind discovery, viewership, and how leading brands stand out on social.
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Social Media Benchmark FAQs
What’s the average save/share rate for publisher content?
On Instagram, publishers average 1,196 shares and 671 saves per post. On TikTok, content averages 606 shares per post. Share activity is a key driver of reach.
What should publishers change if they’re below the benchmark?
Focus on format and structure. Shift from headline-driven posts to video-first storytelling. Use quotes, hooks, and series-based content to improve engagement and shares.