The Top Social Media Metrics You Need to Track in 2025
Tracking the right social media metrics is essential for measuring performance, optimising strategy, and ensuring your efforts drive meaningful results. But with so many data points available, how do you know which ones truly matter?
The key is to focus on the metrics that align with your business goals—whether it’s brand awareness, engagement, lead generation, or conversions.
Here’s a breakdown of the most important social media metrics you should be tracking in 2025 to maximise your impact.
1. Awareness Metrics
🔹 Reach
Reach measures how many unique users see your content. Monitoring your total reach and percentage of non-followers reached helps assess brand visibility and viral potential.
💡 Pro Tip: High non-follower reach indicates your content is being shared or appearing in algorithm-driven recommendations—double down on similar content to boost organic growth.
🔹 Impressions
Impressions indicate how often your content is viewed, even if by the same user multiple times. A high impressions-to-reach ratio suggests your post is resonating and being revisited.
💡 Optimise: Identify high-impression posts and analyse why they perform well—engaging visuals, compelling headlines, or trending topics?
🔹 Audience Growth Rate
This metric tracks your follower increase as a percentage of your total audience. The larger your following, the harder it is to maintain rapid growth—so focus on engagement-driven growth rather than vanity metrics.
📊 Industry Benchmark: The average organic follower growth rate across major platforms is between 1-3% per month.
2. Engagement Metrics
🔹 Engagement Rate
This metric measures how much your audience interacts with your content through likes, comments, shares, and saves.
✅ 2025 Benchmark Engagement Rates:
• Facebook: 0.07%
• Instagram: 0.70%
• LinkedIn: 3.20%
• TikTok: 4.3%
💡 Engagement Hack: Prioritise interactive content like polls, quizzes, and Q&A sessions to drive engagement.
🔹 Amplification Rate
This measures how often followers share your content, helping expand your reach organically. A high amplification rate indicates strong brand advocacy.
💡 Boost Sharing: Use strong CTAs like “Tag a friend who needs to see this!” or “Share this if you agree!”
3. Video Performance Metrics
🔹 Video Views
Video continues to dominate social media, but view definitions vary by platform:
• YouTube: 30 seconds
• Facebook & Instagram: 3 seconds
• TikTok: Instant play counts as a view
• Twitter & LinkedIn: 2 seconds with at least 50% screen visibility
💡 2025 Video Strategy: With algorithms prioritising short-form content, aim for attention-grabbing intros within the first 2 seconds to maximize retention.
🔹 Video Completion Rate
This measures how often viewers watch your video to the end—a key ranking signal for social media algorithms.
💡 Improve Completion Rates: Use storytelling techniques, jump cuts, and captions to maintain audience interest.
4. ROI & Conversion Metrics
🔹 Click-Through Rate (CTR)
CTR indicates how often users click on a link in your post.
📊 2025 Benchmark CTR for Paid Social Ads: 1.2% (up from 1.1% in 2023)
💡 Optimization Tip: Use compelling CTAs like “Get Yours Today”, “Claim Your Free Guide”, or “Shop the Look” to drive action.
🔹 Conversion Rate
Conversion rate tracks how often social media interactions lead to actual actions—such as sales, sign-ups, or downloads.
✅ Industry-Specific Conversion Rate Benchmarks (2025):
• Retail & E-commerce: 3.5%
• Health & Beauty: 4.1%
• Travel & Hospitality: 4.0%
• B2B Services: 0.7%
💡 Pro Tip: Optimise landing pages for fast load times, mobile usability, and clear CTA buttons to improve conversions.
🔹 Cost Per Click (CPC)
CPC measures how much you pay per ad click.
📊 2025 Social Ad CPC Benchmark: $0.65 (slightly up from $0.62 in 2023)
💡 Lower Your CPC: Improve your ad relevance score by refining audience targeting and using high-quality visuals and compelling ad copy.
Final Thoughts: Optimise Your Social Media Strategy in 2025
By tracking these key metrics, you can fine-tune your social media strategy for better performance and ROI.
Need expert help optimizing your social media campaigns? At Imsi Creative, we specialise in data-driven social media marketing that drives real business growth.
📩 Let’s chat—contact us today to elevate your social media game!