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Answer
What do normal social media numbers look like in 2026?
In Metricool's 2026 studies the average Instagram account posts 1.30 times a week and earns a 3.54% engagement rate. These are all-account figures, not real estate figures, so compare them with your own last 90 days.
By Casey McClintic, founder. Updated 10/28/2026.
Across Metricool's 2026 studies, the average Instagram account posts 1.30 times a week and earns a 3.54% engagement rate, average Reel watch time is 8.5 seconds, and the average TikTok video gets 32,895.07 views. These are all-account figures, not real estate figures, so use them as a yardstick next to your own last 90 days.
The short version
How to read these
Metricool's 2026 studies cover accounts worldwide. This page does not present any figure as a real estate figure, and none of them is a local market statistic. Averages hide wide spreads, so the useful move is to put your own last 90 days next to a number, see which direction you are off, and then watch the trend rather than the gap. The Monthly Marketing Report Prompt does that comparison against your own earlier months.
Metricool's 2026 Instagram Study analyzed 24,364,803 posts from 375,118 accounts, comparing January to February 2025 with January to February 2026. Average engagement rate was 3.54% in 2026 against 3.79% in 2025, down 6.61%. Accounts averaged 1.30 posts per week in 2026 versus 1.19 in 2025. Reels generate more than four times the interactions of single-image posts, average Reel watch time more than doubled to 8.5 seconds, and carousels generate nine times more saves than single-image posts.
TikTok and short video
TikTok and short video
Metricool's 2026 Short-Form Video Report analyzed 6,177,375 videos from 375,462 accounts on Instagram, TikTok and YouTube. TikTok videos averaged 32,895.07 views per video, against 23,074.09 for Instagram Reels and 5,320.59 for YouTube Shorts. Reels generated the most comments and shares per video. Metricool's 2026 TikTok Study (2,314,756 posts from more than 92,000 accounts) found video views fell 31.30% compared to the previous year, and that the For You Page drives 72.70% of TikTok video views.
Metricool's 2026 Social Media Study analyzed 39,762,999 posts from 1,059,949 accounts across ten platforms. In it, average Facebook post reach went from 5,795.99 accounts in 2024 to 8,779.13 in 2025. In the study's funnel view, Facebook Reels averaged 11,932 views and 339 interactions, while Facebook posts averaged 9,376 impressions and 180 interactions.
Metricool's 2026 LinkedIn Study looked at 673,658 posts from 63,108 accounts. Personal profiles reached a 2.60% engagement rate against 1.60% for company pages, and posted more often, 3.05 times a week against 2.34. Multi-image posts had a 3.71% engagement rate, more than double standard video at 1.80% or single images at 1.81%. Carousels averaged 1,451.19 impressions per post, against 605.57 for video.
YouTube and Google Business Profile
YouTube and Google Business Profile
Metricool's 2026 YouTube Study analyzed 799,718 videos from 71,177 accounts. Long-form videos performed best per video at 2 to 4 posts per week, averaging 10,552 views per post. Average long-form view duration fell from 3.98 minutes to 2.51 minutes, and the average Short held attention for roughly 16 seconds. For Google Business Profile, the full report of Metricool's 2026 Social Media Study shows 2025 averages of 356.10 direction requests, 4,123.91 impressions, 96.92 clicks to call and 199.75 clicks to website.
Growth
Growth
Metricool's 2026 YouTube Study summary also ranks how many accounts grew enough to move into a higher follower category over the past year: TikTok 16.47%, YouTube 10.08%, Instagram 8.93%, LinkedIn 6.89% and Facebook 3.86%. Growth is slow on every platform, which is worth knowing before you judge a quarter.
At a glance
- Instagram engagement rate: 3.54% (Metricool 2026 Instagram Study)
- Instagram posts per week, average account: 1.30
- Reel average watch time: 8.5 seconds
- LinkedIn engagement rate, personal profile and company page: 2.60% and 1.60% (Metricool 2026 LinkedIn Study)
- Average views per video: TikTok 32,895.07, Reels 23,074.09, Shorts 5,320.59 (Metricool 2026 Short-Form Video Report)
- Accounts moving up a follower category: from 3.86% on Facebook to 16.47% on TikTok (Metricool 2026 YouTube Study summary)
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FAQ
Questions, answered
Are these real estate numbers?
No. Metricool describes these studies as covering accounts worldwide, and this page does not present any figure as a real estate figure. Use them to see rough scale and direction, then compare with your own last 90 days.
What engagement rate should I aim for?
Metricool's 2026 Instagram data shows an average of 3.54%, down from 3.79% in 2025. Use it to see where you stand, then aim to beat your own last quarter. An average is not a target.
Why do platform numbers move so much?
Averages shift as more accounts post and platforms change. Metricool's 2026 Social Media Study found Facebook reach up 51% in 2025 compared with 2024, while Instagram Reels reach dropped 35% and Instagram post reach declined 31%. Its 2026 TikTok Study found video views fell 31.30%. Compare to your own trend before you change your plan.
How current are these?
They are Metricool's 2026 editions, published between December 2025 and August 2026. Check Metricool for newer ones.
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