If you sell snacks, drinks, sauces, or anything you grab off a grocery store shelf, this report is for you. Every year, marketers ask the same questions:
- How well are my social media posts really doing?
- Am I spending too much (or too little) on ads?
- Are influencers worth the money?
This 2025 CPG Social Media Benchmark Report answers those questions with real numbers and simple explanations. Think of it like a scoreboard for the food & beverage world.
1. Why Benchmark Reports Matter
Running social media without benchmarks is like playing a game without knowing the score. These reports help you:
- See what “good” looks like → compare your likes, clicks, and ROI to the industry average.
- Plan your budget smarter → know if your ad spend is above or below normal.
- Win arguments with data → whether it’s your boss, an investor, or a client.
That’s why journalists, agencies, and startup founders all share these reports. They set the standard.
2. Engagement Rate: Do People Care About Your Posts?
Engagement means people like, comment, share, or save what you post. It shows if your content makes them stop scrolling.
- TikTok: 5.3% → About 5 out of every 100 followers react.
- Instagram: 1.9% → Only about 2 out of every 100 react.
- YouTube Shorts: 3.1% → About 3 out of every 100 react.
- Facebook: 0.8% → Less than 1 out of every 100 react.
👉 Takeaway: TikTok is where people join in the most. Instagram still looks good but feels quieter.
3. CPM: How Much Does It Cost to Be Seen?
CPM means “Cost Per 1,000 Views.” Imagine you pay for a billboard, but online — this is how much it costs to show your ad 1,000 times.
- TikTok: $5.20–$6.40 → Cheapest place to get attention.
- Instagram: $7.90–$8.70 → More expensive for the same 1,000 eyeballs.
- YouTube Shorts: $6.80–$7.70 → In the middle.
- Facebook: $5.90–$6.90 → Cheap but not as engaging.
👉 Takeaway: TikTok still gives you more views for your money. Instagram is pricier real estate.
4. CTR: Do People Actually Click?
CTR means “Click-Through Rate.” Out of all the people who see your ad, how many tap it?
- TikTok: 1.7% → Almost 2 people click for every 100 who see it.
- Instagram: 1.1% → Only 1 person clicks for every 100.
- YouTube Shorts: 1.3% → Slightly better than Instagram.
- Facebook: 0.7% → Less than 1 person out of 100 clicks.
👉 Takeaway: TikTok ads aren’t just cheaper — more people act on them.
5. Influencer ROI: Do They Pay Off?
ROI means “Return on Investment.” If you give an influencer $1, how much do you make back?
- Nano Influencers (1k–10k followers): $6.20 → Spend $1, get $6 back.
- Micro Influencers (10k–50k): $5.80 → Spend $1, get almost $6 back.
- Macro Influencers (50k–500k): $3.50 → Spend $1, get $3.50 back.
- Celebrities (500k+): $2.10 → Spend $1, get $2 back.
👉 Takeaway: Smaller influencers win. They cost less and feel more real to their followers. Celebrities burn cash fast.
6. TikTok vs. Instagram: Who Wins?
It’s not about one platform being better — it’s about what they’re good at.
- TikTok: Trendy, fast, funny, unpolished videos. Best for reach.
- Instagram: Polished, lifestyle-focused, beautiful photos. Best for showing your brand “in the wild” or in stores.
👉 Takeaway: Don’t post the same thing everywhere. TikTok needs lo-fi creativity. Instagram needs polish.
7. What’s Coming in 2026
Here’s what’s next for food & beverage marketing:
- Retail media meets social → Soon, you’ll see combined reporting from retailers (like Walmart, Kroger) and social media ads.
- Shoppable video ads explode → TikTok Shop and Instagram Checkout are going mainstream.
- AI testing gets faster → Brands will test 10 ad versions overnight instead of waiting weeks.
👉 Takeaway: Expect faster feedback, more shopping built into social, and closer ties between retail and social spend.
8. How to Use This Report
- Agencies: Use the numbers in proposals — they prove your case.
- Brands: Compare your posts and ads against these averages every quarter.
- Founders: Show investors you know the “score” before asking for budget.
9. Download the Full 2025 Report
This article shares the highlights. The full PDF report includes:
- Detailed benchmarks for snacks, drinks, sauces, frozen/dairy.
- Year-over-year changes (2024 vs. 2025).
- More charts: CPM trends, CTR by category, influencer ROI by vertical.
👉 Download the Full Report (PDF)
Final Thoughts
This 2025 CPG Social Media Benchmark Report is your scoreboard for the year. Use it to know if you’re winning, falling behind, or spending in the wrong places.
And if you don’t just want to compare — but want to outperform — that’s where Cool Nerds Marketing comes in. We work with leading CPG brands to turn social media into real-world growth.
