There are several ways to benchmark your Facebook engagement rates.
First, you can look at the overall average of all brand posts shared on Facebook in a specific timeframe. This will give you a rough estimate of how well the platform compares to other social media channels, although it won’t be precise when it comes to your business.
The second way is to look at the average engagement rate amongst the brands within your industry. Although still a bit vague, this will give you a better understanding of just how much engagement you can typically expect from people interested in your niche.
The third and by far, the best way would be to look at your competitors' average engagement rate. You can easily compare yourself to the competition by using the Facebook Insights Overview tab. Under Pages to Watch, you will see your Page's performance and posts with similar Pages on Facebook.
In the scenario where you’ve had your Facebook page for quite a long time and have accumulated a good chunk of performance data, you can even benchmark against yourself. Going into the Facebook Insights subsection Reach, you see benchmarks for Post Reach, Story Reach, Reactions, etc.
- By clicking on the hamburger icon that is visible in the top right-hand corner of the mobile Instagram app and selecting Insights;
- By clicking View Insights on an individual post or the eye icon on an individual Instagram Story;
- By opening the Creator Studio tab via Facebook Business Manager.