The CPG Industry Social Media Benchmark Report
Find out how your brands stacks up against CPG industry leaders.
Download the Benchmarks
Understanding your brand’s social media performance starts with knowing what's typical in the CPG industry. Download the report to explore comprehensive CPG industry benchmarks across key metrics and social channels, including TikTok, Instagram and YouTube. Use the insights in this report to set clear goals, strengthen your content strategy and grow your audience faster.
CPG Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
3.9%
0.6%
Youtube
3.0%
* Follower growth rate data taken from the March 2025 CPG Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a CPG brand increases its follower count month over month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. The CPG industry sees significant growth on YouTube, as users now turn to video platforms for educational content. Longer- form videos are ideal for CPG brands seeking to demonstrate their value.
CPG Industry Highlights From Leading Brands
The CPG industry succeeds at entertaining audiences, with content that often goes far beyond the product itself. They also tend to be leaders in meme culture, with brand voices that take a starkly younger tone than other industries.
AXE takes a humorous approach to TikTok, delighting audiences with its topical memes and sharp wit, often paired with lo-fi images. By not showing up as a brand, AXE is able to kickstart conversations and outperform the industry.
AXE outperforms the CPG industry by 21%.
SMagnum Ice Cream entices Instagram scrollers with decadent imagery, tempting them to pause and engage. Its feed consistently features cinematic videos that emphasize the indulgent cracking of chocolate shells and silky smooth ice cream. This mouthwatering presentation, along with interactive polls and flavor spotlights, ensures a robust engagement rate.
Magnum Ice Cream outperforms the CPG industry by 533%.
Red Bull capitalizes on YouTube Shorts with thrilling clips of extreme sports, stunning stunts and fast-paced athletic highlights. Each video feels like a mini-adrenaline rush, perfectly suited to short-form viewing.
Red Bull outperforms the CPG industry by 3,410%.
In this Consumer Goods Industry Benchmark Report you’ll discover:
- Benchmark KPIs across a number of social channels and metrics.
- Who your top competitors are on social media.
- Case studies exploring what top-performing brands in the CPG industry are doing well.
- Insights into what you could be doing right now to get better social media performance.
Dash Social pulled a sample of global companies across TikTok (n=1,170), Instagram (n=2,978), and YouTube (n=644), analyzing their activity between July 1, 2024 – December 31, 2024, 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.