Social media benchmarks Netherlands 2026: per industry and platform

Why Benchmarks are Worth More Than Absolute Figures

A client who hears "we had 4% engagement last month" doesn't know if that's good or bad. But if you add: "the Dutch Instagram average is 2-3% — that means we are performing above average", the figure gains meaning.

Below are the current benchmarks for the Dutch market in 2026. Figures are compiled from our own agency data and public industry reports (Influencer Marketing Hub, Socialinsider, Hootsuite NL).

Instagram

Fashion & lifestyle3,5%5-7+1,5% Food & hospitality4,8%4-6+1,8% Fitness & sport5,2%5-7+2,2% E-commerce general2,4%5-7+1,2% B2B / business services1,8%3-5+0,8% Local SMEs5,5%3-4+1,0% Travel4,1%4-5+1,4%

TikTok

TikTok benchmarks are much higher than other platforms because the algorithm aggressively tests new accounts. Averages:

• Fashion/lifestyle: 9-13% engagement rate, 3-5 posts/week, +5%/month follower growth
• Food: 11-15% engagement, 3-4 posts/week, +6%/month
• Fitness: 12-17% engagement, 4-5 posts/week, +7%/month
• B2B: 4-7% engagement, 2-3 posts/week, +3%/month
• Local SMEs: 6-10% engagement, 2-3 posts/week, +2-4%/month

Important: TikTok metrics should be weighted differently. A TikTok with 10,000 views and 700 likes (7% engagement) performs better than a TikTok with 100,000 views and 3,000 likes (3% engagement) — the algorithm continues to promote it.

LinkedIn

LinkedIn is unique because personal profiles usually perform better than company pages. Benchmarks for company pages:

• B2B services (consulting, SaaS): 3-5% engagement rate, 3-4 posts/week
• Recruitment: 2-4%
• Production / industry: 1.5-3%
• Finance / professional services: 2-3.5%

Personal profiles of directors often achieve 6-12% engagement rate — an important reason why modern agencies also establish executive thought leadership in addition to company pages.

Facebook

By 2026, Facebook has become a platform of "passive presence" for most brands. Benchmarks:

• Local SMEs / restaurants / events: 2-4% engagement rate (strong local effect)
• E-commerce: 0.5-1.5%
• B2B: 0.3-1%

Facebook primarily still works for local community building and as a channel for Meta ads (where the organic part is not relevant for performance).

Advertising Costs (Meta Platforms, NL)

CPM (cost per 1,000 impressions) and CPC (cost per click) averages for Q1 2026:

• Instagram feed/Reels: CPM €6-12, CPC €0.45-0.90
• Instagram Stories: CPM €3-7, CPC €0.35-0.70
• Facebook feed: CPM €4-9, CPC €0.30-0.75
• LinkedIn sponsored content: CPM €15-30, CPC €4-9 (depending on targeting)
• TikTok ads: CPM €3-7, CPC €0.40-0.80

B2B targeting on LinkedIn is expensive but specific: reaching a marketing manager costs €15-25 CPM. For SMEs with a small budget, broader targeting on Instagram or Facebook is often more efficient.

What is a good budget for social media in the Netherlands?

No fixed answer, but guidance figures for SMEs in 2026:

• Local entrepreneur (1 store/restaurant): €200-500/month for ads + €800-1,500 for agency fee = €1,000-2,000/month total
• SME e-commerce (revenue €300k-1M): €1,000-3,000 ads + €1,500-3,000 agency = €2,500-6,000/month
• SME B2B (50+ employees): €500-2,000 ads + €2,000-4,000 agency = €2,500-6,000/month
• Medium-sized company (€5-50M revenue): €3,000-10,000 ads + €4,000-8,000 agency = €7,000-18,000/month

For Agencies: How to Use This in Pitches?

Prospects often ask: "What is realistic for us?" Always answer with benchmarks: "In your industry, we see engagement rates between 3-5%. With our approach, our clients achieve an average of 4.2%." Concrete, credible, and you show that you know your market.

Update these figures quarterly. What was considered good in 2024 might be average in 2026 — algorithms evolve quickly.