Are your social results actually strong, or just average for government?
That’s where benchmarks come in. They show what “normal” looks like for your industry so you can see how your performance really stacks up.
Below, you’ll find the most recent government social media benchmarks, based on 2026 data.
Psst: Once you grab your benchmarks, head to our guide to using social media for citizen engagement to find out how to action these insights.
Key takeaways
- Government agencies see the highest engagement from publishing 2 posts per week on Facebook and Instagram, 3 on LinkedIn, and 2 on X (Twitter).
- Instagram leads in engagement. With an average engagement rate of 3.5%, it outperforms other major social platforms in the government sector.
- Visual content outperforms other content types. Carousels (Instagram), albums (Facebook), photos (LinkedIn), and video (TikTok) drive the most engagement.
- Government teams can improve their social media performance by comparing their results to industry benchmarks, adjusting their posting frequency, and testing different content formats.
The best times to post on social media for government agencies are mid-day during weekdays.
To give your social media content its best chance, check out our platform-specific recommendations for Instagram, Instagram Reels, Facebook, TikTok, LinkedIn, and X (Twitter) below.
Note: Time of day was localized across 118 countries where sample data came from — i.e., the graphs are accurate across time zones.
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Best time to post on Instagram
The best time to post on Instagram for government agencies and officials is between 12 pm to 3 pm on Thursdays.
Best time to post on Instagram Reels
The best time to post Instagram Reels for government agencies and officials is mid-day, especially Tuesday through Friday.
Best time to post on Facebook
The best times to post on Facebook for government agencies and officials include:
- 9 am to 6 pm on Saturdays
- 9 am to 12 pm on Sundays
Schedule your social posts around these windows.
Best time to post on TikTok
The best times to post on TikTok for government agencies are:
- 12 pm on Mondays
- 6 pm on Fridays
- 1 pm on Saturdays
Best time to post on LinkedIn
The best times to post on LinkedIn for government agencies are:
- 3 PM on Mondays
- 9 AM to 11 AM on Tuesdays
- 10 AM on Wednesdays
- 11 AM to 1 PM on Saturdays
Best time to post on X (Twitter)
The best times to post on X for government institutions are:
- 12 pm on Mondays
- 1 pm on Tuesdays
- 10 am on Wednesdays and Thursdays
Government agencies see the highest engagement posting 2 times per week on Facebook and Instagram, 3 times per week on LinkedIn, and 2 times per week on X (Twitter).
That said, there’s no perfect, universal schedule. Every agency — from healthcare to education — serves a different audience, so testing your posting schedule can help you see what works best.
Here’s the ideal posting frequency across social networks:
Government agencies see the most engagement on Facebook posting 2 times per week, with engagement peaking at 2.32%.
Government agencies see the highest Instagram engagement when posting 2 times per week, with average engagement reaching 4.21%.
On LinkedIn, government agencies see peak engagement (2.8%) at 3 posts a week.
X (Twitter)
On X (Twitter), government agencies see the most engagement (2.03%) at 2 posts a week.
What are the average engagement rates in government?
Here are the average engagement rates for government across social media platforms:
| Platform | Average engagement rate (2025) |
| 3.5% | |
| Instagram Reels | 2.6% |
| 2.7% | |
| 2.5% | |
| X (Twitter) | 1.7% |
| TikTok | 1.6% |
Visual-rich content performs best for government agencies on social media. For example, carousels perform best on Instagram, albums on Facebook, photos on LinkedIn, and videos on TikTok.
Here’s what works by platform:
On Facebook, album posts generated the most engagement, followed by status updates, posts with links, videos, and individual photos.
On Instagram, users were most likely to interact with carousels, followed by regular photo posts.
On LinkedIn, posts with photos outperformed posts with links.
On TikTok, videos reign supreme, generating the most engagement.
Over on X (Twitter), status updates carry more weight (1.8% engagement) than replies (0.8% engagement).
What is the average follower growth rate in the government sector?
The average follower growth rate for government profiles in 2025 ranged from 0% to 2.17%, depending on the social platform.
Here are follower growth averages in the government sector:
| Platform | Average follower growth rate (2025) |
| 2.17% | |
| 1.38% | |
| TikTok | 0.7% |
| 0.39% | |
| X (Twitter) | 0% |
What are the current social media benchmarks for government agencies?
In terms of posting frequency, engagement is typically highest at 2 posts per week on Facebook and Instagram, 3 posts per week on LinkedIn, and 2 posts per week on X.
What is a good engagement rate for government social media accounts?
A good engagement rate is one that meets or beats a platform’s average. The average engagement rate is 3.5% on Instagram, 2.7% on LinkedIn, 2.5% on Facebook, 1.7% on X, and 1.6% on TikTok. But context always matters. Compare performance within each social channel, not across them, since engagement rates vary a lot.
How do government agencies measure social media performance?
Government teams can use native platform analytics or a third-party tool like Hootsuite.
Hootsuite centralizes reporting, publishing, and social listening in one dashboard. Team members can monitor trends, compare results against benchmarks, and adjust marketing strategy based on real-time insights.
How can government teams improve social media performance using benchmarks?
Regularly reviewing social media analytics is also key. By analyzing their social media data, teams can evolve and optimize their social media strategy and broader digital marketing efforts over time.
Hootsuite is your social media management BFF. From a single dashboard, you can schedule and publish engaging content to every network, monitor relevant conversations and community engagement, and measure public sentiment around programs and policies with real-time social listening. It’s social media marketing made easy.
