# Facebook Benchmarks: Engagement Rate and Posting Frequency (2026) > Facebook benchmarks for 2026 from three named studies: engagement rate, rate by post type, posting frequency and leading industries, and how to use them. URL: https://pilotpost.social/blog/facebook-benchmarks Published: 2026-11-04 Publisher: PilotPost (https://pilotpost.social) A typical brand Facebook page earns an engagement rate of well under 1% of its followers per post. According to Socialinsider's 2026 benchmarks, the average was 0.15% by followers in 2025, flat year over year, with status posts, albums and Reels doing best and link posts doing worst. Rival IQ's 2026 report found Facebook engagement held steady while brands cut posting to a median of 3.0 posts per week. Use these numbers as context, not targets: what matters most is whether your own rate is improving. ## Key takeaways - Socialinsider: the average Facebook engagement rate by followers was 0.15% in 2025, flat year over year. - By post type (Socialinsider, 2025): status 0.20%, albums 0.18%, Reels 0.18%, images 0.15%, links 0.05%. - Brand pages posted less: 39 posts a month on average in 2025, down from 49 (Socialinsider), and a median of 3.0 posts per week (Rival IQ). - Sports and higher education led on Facebook engagement in Rival IQ's 2026 report; retail and tech trailed. - Emplifi found Facebook impressions per post fell 26% worldwide quarter over quarter in Q3 2026. - Benchmarks only compare fairly when you calculate your own rate with the same formula. ## Where the data comes from We only use figures from named, published studies with a stated method. Each study below uses a different sample and formula, so their numbers are not interchangeable. **Socialinsider.** [Socialinsider's 2026 Facebook benchmarks](https://www.socialinsider.io/social-media-benchmarks/facebook), first published in March 2026 and updated since, analyzed 24,958,754 organic Facebook posts from about 139,000 business pages. Engagement rate per post is calculated by followers: reactions, comments and shares divided by the page's followers, times 100, then averaged. Socialinsider labels its 2025 values as its 2026 benchmarks. **Rival IQ (now part of Quid).** The [2026 Social Media Industry Benchmark Report](https://www.quid.com/knowledge-hub/resource-library/blog/2026-social-media-industry-benchmark-report), published March 5, 2026, selected 150 companies at random from each of 18 industries, drawn from a database of more than 200,000 companies. Engagement rate is total interactions divided by follower count, and the report uses medians. **Emplifi.** Emplifi's [Q3 2026 social media benchmarks](https://emplifi.io/press/emplifi-q3-2026-social-media-benchmarks/), released October 15, 2026, used anonymized data from 167,493 Facebook pages worldwide, including 23,144 in the US. Figures are medians per brand post. Emplifi notes it switched to an impressions-based engagement rate because Facebook no longer provides reach data. ## Facebook engagement rate benchmarks for 2026 ### Overall engagement rate According to Socialinsider, "the average Facebook engagement rate by followers was 0.15% in 2025, flat year over year." Rival IQ's 2026 report agrees on the direction: "Engagement on Facebook held steady this year," it says, with several industries "hovering right around the benchmark." The report's exact all-industry Facebook median appears in its charts rather than its text, so we do not quote a number for it. In Socialinsider's quarterly update, "Facebook engagement rates by followers fell for most content formats in Q3 2026," so 2026 may come in lower than 2025. ### Engagement rate by post type According to Socialinsider's 2026 benchmarks: | Post type | 2024 | 2025 | |---|---|---| | Status (text) | 0.15% | 0.20% | | Album | 0.18% | 0.18% | | Reel | 0.13% | 0.18% | | Image | 0.15% | 0.15% | | Link | 0.05% | 0.05% | Two points stand out. Plain text status posts had the highest rate in 2025, and Reels improved the most. Link posts earned a third of the engagement rate of images, so if most of your posts are links, expect a lower overall rate. ### Reach and impressions Emplifi's Q3 2026 data shows visibility under pressure: median impressions per Facebook post fell 26% worldwide and 30% in the US compared with Q2 2026, and interactions per post fell 14% worldwide year over year. Emplifi says Facebook's reach metrics are "still adjusting." If your own reach dropped in 2026, you are not alone. ## Facebook posting frequency benchmarks Brands are posting less on Facebook: - **Socialinsider:** "Facebook brand pages published an average of 39 posts per month in 2025, down 20% from 49 in 2024." That works out to roughly nine posts a week on average (our calculation). - **Rival IQ:** "Facebook fell to just 3.0" posts per week at the median, which the report calls "a sharp pullback from last year." Why are the numbers so different? Socialinsider reports an average, which a minority of very active pages, such as media publishers, can pull up. Rival IQ reports the median company, which is closer to a typical brand. If you post three to five times a week, you are in line with the typical brand in Rival IQ's sample. Socialinsider's format split also shows a shift. In 2025, the average page published about 10 links, 10 images, 7 Reels, 6 status posts and 6 albums a month. Links fell sharply from 19 a month in 2024, while Reels rose from 5. ## Facebook benchmarks by industry The only industry breakdown we found with a stated method is Rival IQ's. Its text names the leaders and laggards rather than giving each industry's figure: - **Leading on engagement:** "Sports and Higher Education continued to lead." - **Trailing:** "Retail and Tech remained at the bottom of the pack." The full per-industry charts are in the [report itself](https://www.quid.com/knowledge-hub/resource-library/blog/2026-social-media-industry-benchmark-report). Some other sites publish Facebook averages by industry without saying how many accounts they studied or over what period, so we have not reproduced those numbers here. For timing by industry, see our guide to the [best time to post on Facebook](/blog/best-time-to-post-on-facebook), which includes Sprout Social's 2026 industry windows. ## How to use these benchmarks ### Step 1: Match the formula Socialinsider and Rival IQ divide by followers. Emplifi divides by impressions. Your Facebook insights may show reach or views. Before comparing, calculate your own rate the same way as the benchmark you are using. Our [engagement rate](/social-media-terms/engagement-rate) definition and [engagement rate formula guide](/blog/engagement-rate-formula) explain each version. **Example:** a page with 8,000 followers posts an image that gets 14 reactions, 3 comments and 1 share. Engagement by followers is 18 ÷ 8,000 × 100 = 0.225%, above Socialinsider's 0.15% image average. *(Example figures for illustration only.)* ### Step 2: Compare by format Compare Reels with Reels and links with links. A page that mainly shares links will look weak against an all-formats average even if it performs well for link posts. ### Step 3: Track yourself over time Your best benchmark is your own last quarter. Record engagement rate per post each month and look at the trend. A rise from 0.10% to 0.14% is real progress, even if it is still below an average. ### Step 4: Test one change for four weeks Pick one variable, such as posting more Reels or fewer links. Alternate weeks (weeks 1 and 3 with the change, weeks 2 and 4 without), keep everything else similar, and compare average engagement rate. Then keep what works. ## Tracking your Facebook results with PilotPost PilotPost schedules Facebook posts alongside Instagram, LinkedIn, TikTok, Threads, X, YouTube, Pinterest, Bluesky, Telegram and WhatsApp Business from one calendar. A posting queue keeps you at a steady frequency, bulk scheduling lets you load a month of test posts at once, and Insights shows reach and engagement for each post so you can compare against these benchmarks. You can [create a PilotPost account](/signup) to try it. ## Frequently asked questions ### What is a good engagement rate on Facebook in 2026? By followers, the average brand page earned 0.15% per post in 2025, according to Socialinsider. Anything above that for your format is better than average. Compare by format and against your own past results, not just one number. ### Which Facebook post type gets the most engagement? In Socialinsider's 2025 data, status (text) posts had the highest engagement rate at 0.20%, followed by albums and Reels at 0.18%. Link posts had the lowest, at 0.05%. ### How often should a business post on Facebook? The median brand in Rival IQ's 2026 report posted 3.0 times a week. Socialinsider's average was 39 posts a month, pushed up by very active pages. Three to five quality posts a week is a reasonable starting point; test whether more posts lift total engagement or just spread it thinner. ### Which industries get the best Facebook engagement? Rival IQ's 2026 report found sports and higher education led on Facebook engagement, while retail and tech were at the bottom. ### Why do different studies give different Facebook benchmarks? They use different samples, time periods and formulas. Some divide by followers, others by impressions, and some report averages while others report medians. Only compare your numbers with a benchmark calculated the same way.