Social media data

X benchmarks 2026

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

Engagement rate

2.5%

Median engagement rate per post, by reach

Buffer

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

The formats that work on X

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

  • Text3.56%
  • Image3.4%
  • Video2.96%
  • Link2.25%

Rhythm and habits

  • Observed rhythm on X: 9 posts per month (Buffer, citing Rival IQ).
  • Replying to comments is associated with +8% engagement on X, 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 X.
  • Sofia compares each post with your own past results, not with a global average.
See the best time to post on X

Sources

  1. Buffer — The State of Social Media Engagement in 2026Published 5 March 2026 · 52m posts analysed
  2. 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.