2025

STATE OF

SOCIAL MEDIA REPORT

FOR AUSTRALIAN GOVERNMENT ORGANISATIONS

Finally, a social media report built for the Australian public sector.

Measuring social media success can be tricky — especially when most external benchmarks are based on private-sector brands and international data. That’s why we created the 2025 State of Social Media Report: a sector-first look at how Australian government organisations are performing online.

Drawing on data from over 30 agencies and 100 accounts, combined with insights from global sources, this report highlights the key trends shaping public sector social strategy in 2025.

WHAT’S INSIDE:

✨ AusGov Benchmark data across LinkedIn, Facebook, Instagram, and X, with breakdowns of engagement, reach, impressions, and content formats.

✨ Tone of voice and content themes — the content styles that drive engagement vs those that miss the mark.

✨ Challenges to watch — misinformation, resourcing constraints, and fragmented teams.

✨ Platform priorities — which platforms matter most, and how usage is shifting across the sector.

✨ 2025 Trends — the four enduring content themes government communicators should lean into now.

✨ Practical recommendations — from balancing creativity with strategy to leveraging social listening dashboards.

BE THE FIRST TO KNOW

Don’t miss out — register now to get first access to the 2025 State of Social Media Report and start building smarter, evidence-based social strategies.