How are you benchmarking for saves, shares and reposts in 2026?

Such a great question ​@erin.storm! 

Tagging a few folks in the community who to weigh in on this: ​@jasgetsocial, ​@melissa.macgregor, ​@Anna Laura McGranahan, and ​@jason.stone 🙌🏻 

​@Max Pete, you’re calling me out! (I dig it—thank you!)

We’re actually looking at impressions as a monthly metric—I know, how archaic—and we’re doing all we can to drive more and more organic impressions. If there’s a spike, then we’ll look at WHY there’s a change; considering shares, saves, and reposts at that time.

We are currently not benchmarking this, but what if I were to benchmark this, I would do the following: 

1. Get our numbers for 2025 by quarter.
2. Pick 3-5 competitors in our vertical and pull their public numbers.
3. Pick 3-5 other brands not in our space that we love and are in line with our brand in terms of followers and do step 2.
4. Repeat quarterly until Mosseri tells us otherwise 🙃

We always benchmark against ourselves. I’ll look each quarter to see what happened with different campaigns, and then adjust our strategy. When doing this, I also take note of the context of the post, not just the post itself. Especially in this last year, our best stuff performed the best because it was related to something that happened in the news cycle.