Understanding Engagement Rate in 2024

In the dynamic industry of social media, change is the only constant. As platforms evolve and user behaviors shift, staying ahead of the curve is essential. Explore the latest in social media updates with our insights on best practices for post length and format to help exceed benchmark engagement rates for each platform — ultimately ensuring your content stands out in the ever-changing landscape.


Ideal post length: 40-80 characters

Average engagement rate: 0.83%

Keeping posts down to a sentence or two avoids cutting off important information with the “see more” button. If you have important information to share, be sure to include it at the beginning of the post when possible.


Ideal post length: 125 characters

Average engagement rate: 1.73%

On Instagram, captions are typically cut off after the first three lines. For that reason, it’s recommended to limit captions to 125 characters. However, don’t leave out important information just for the sake of keeping your entire caption visible. Include crucial details and calls-to-action at the beginning, leaving any hashtags, mentions or extraneous information at the end.


Ideal post length: 200-250 characters

Average engagement rate: 1.21%

Linkedin is more flexible with its content length, as longer content can also perform well since people are often in a more professional, content-absorbing mindset. That said, users can fill in two lines or 200-250 characters before triggering a “see more” button.


Ideal post length: 100-250 characters

Average engagement rate: 1.04%

X differs from other platforms in the sense that 100-250 characters is a standard post, which leaves a little more room compared to other platforms. However, longer posts aren’t always the most appropriate, so don’t make your posts longer just for the sake of length. Remember to share content with a purpose!

Keep in Mind

While average engagement rates and ideal post lengths offer valuable guidance for social media strategies, it’s important to recognize that every industry and audience is different. Regularly analyze your own data, considering specific metrics and adapting your approach based on real-time feedback.

Understanding your audience and what works for them will be crucial to success in 2024. Use these insights as a compass but always navigate based on the distinctive characteristics of your brand and goals. Flexibility, creativity, and authenticity remain the keys to thriving in the dynamic landscape of social media.