The Retail Industry Social Media Benchmark Report
Find Out How Your Brand Stacks up in the Retail Industry.
Download the Benchmarks
Understanding your brand’s social media performance starts with knowing what's typical in the beauty industry. Download the report to explore comprehensive retail 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.
Retail Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
6.0%
0.6%
Youtube
1.4%
* Follower growth rate data taken from the September 2025 Retail Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a retail brand increases its follower count month over month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Retail sees consistent growth across social channels, pacing at about the average of all industries. This is expected, as retail exists at the intersection of multiple industries, and social media growth trajectory can vary greatly from one brand to another.
Retail Industry Highlights From Leading Brands
The retail industry is highly dynamic, but the common theme is that user-generated content and authentic testimonials and perspectives are what see the most engagement. Brands can get a one-up on the competition by building a strong strategy for user-generated content and nano-creators.
TUMI connects with TikTok audiences by spotlighting the durability and functionality of its travel bags in relatable, real-life scenarios. Snappy packing tips, quick trips to scenic locales, and cameo appearances by travel-savvy influencers generate lively comments. This approachable content strategy yields a high engagement rate.
TUMI outperforms the Retail industry by 210%.
Jellycat’s whimsical plush showcases continue to make waves on Instagram. Brightly colored backdrops and lovable characters appear in playful scenes. This sense of creativity, combined with brand-led community hashtags, drives impressive engagement rates from collectors and parents alike.
Jellycat outperforms the Retail industry by 4,500%.
Amazon dominates YouTube Shorts with a wide array of UGC featuring unboxings, top product finds and convenient shopping tips. Its short, snappy format encourages viewers to explore new products.
Amazon outperforms the Retail industry by 426%.
In this Retail Benchmarks 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 retail 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.