Content Benchmarks Report: Posting Less, Connecting More
Snapshot
Sprout Social’s 2025 Content Benchmarks Report shows a clear shift in how brands are approaching social media. While average post frequency declined slightly to 9.5 posts per day, engagement jumped nearly 20%—suggesting a pivot from volume to value.
Brands across industries are investing in more intentional, original content that connects with their communities. With 86% of consumers planning to maintain or increase their social media usage, standing out with authenticity is more crucial than ever.
The strategic use of influencer partnerships is part of a broader trend in 2025. By leaning into relatable storytelling, National Debt Relief (NDR) is using influencer marketing to deepen trust and grow its brand. NDR partners with influencers who can authentically speak to their audience’s financial challenges, especially those dealing with debt. These creators help normalize conversations around financial hardship and position NDR as a supportive solution, not just a service provider.
Video is leading the way across platforms. On Instagram and Facebook, Reels now account for the lion’s share of reach and engagement, and video content overall continues to grow on X as well. Brands in sectors like retail and media are especially reliant on visual storytelling, and TikTok adoption is climbing as more marketers look to meet audiences where they are. That said, image-based content still dominates on Facebook and X, highlighting the need for platform-specific strategies.
Ultimately, the report emphasizes that originality, relevance, and real-time connection will define successful brand strategies in 2025. Posting less but with more intent, experimenting with emerging platforms, and crafting content that resonates across both traditional and short-form formats will be key to maintaining share of voice in a crowded, fast-moving social landscape.
Get the full report: SPROUT SOCIAL