When you hear “industry benchmarks,” it sounds official and scientific—like there’s one magical engagement rate you’re supposed to hit to win. But here’s the truth: if you treat benchmarks like goals, they will quietly wreck your strategy.

In this episode, I break down why most people use benchmarks the wrong way, how they turn into vanity metrics, and how to reframe them so they actually help you make smarter decisions in your business.

What I cover in this episode:

• Why platform benchmarks are just averages, not targets for your business
• The hidden problem with chasing “ideal” engagement rates
• How benchmark-chasing leads to more posting, more burnout, and less impact
• What your real goal is (hint: it isn’t 3.7 percent engagement)
• Three things benchmarks actually are: direction, fuel for questions, and a reality check
• A simple framework for using benchmarks alongside your own data and outcomes

Timestamps:

00:00 Introduction to Social Media Benchmarks

00:33 The Misleading Nature of Benchmarks

01:03 Understanding the Context of Benchmarks

02:26 The Real Purpose of Benchmarks

05:23 Strategic Use of Benchmarks

06:36 Conclusion and Final Thoughts

Benchmarks are tools, not truth. This week, stop asking “Are we hitting industry averages?” and start asking “Is our content actually moving the needle on revenue?” If you want help turning the numbers into a strategy that works in real life, head to NextStepSocial.com and let’s build a plan around your business, not someone else’s average.

Learn more about Katie and Next Step Social & Podcasting:

Speaking: https://katiebrinkley.com/

Website: https://www.nextstepsocial.com/

Linkedin: https://www.linkedin.com/in/katiebrinkley

YouTube: https://www.youtube.com/channel/@rockymountainmarketing

Instagram: https://www.instagram.com/iamkatiebrinkley/

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