Social media data

Facebook benchmarks 2026

Where do accounts stand on Facebook? The reference engagement rate, the best-performing formats and the observed posting rhythm, from recent public studies.

Engagement rate

5.6%

Median engagement rate per post, by reach

Buffer

0.15%

Average engagement rate per post, by followers

Socialinsider

The two figures are not comparable: each study divides by a different base (reach, followers, views or impressions).

The formats that work on Facebook

Median engagement rate by format, by reach (Buffer).

  • Image5.2%
  • Video4.84%
  • Text4.76%
  • Link4.43%

Rhythm and habits

  • Observed rhythm on Facebook: 35 posts per month (Buffer).
  • Replying to comments is associated with +9% engagement on Facebook, each account compared with itself (Buffer).

What it means for you

  • These figures are reference points, not targets: your audience has its own rhythm.
  • The gap between formats matters more than the overall figure: try the ones that win on Facebook.
  • Sofia compares each post with your own past results, not with a global average.
See the best time to post on Facebook

Sources

  1. Buffer — The State of Social Media Engagement in 2026Published 5 March 2026 · 52m posts analysed
  2. Socialinsider — 2026 Facebook BenchmarksPublished 23 March 2026
  3. Buffer — 2026 Social Media BenchmarksPublished 7 January 2026

Figures checked on each publisher's page on 21 September 2026. Studies get updated: check on their site.