Metricool has launched its 2025 Social Media Report, produced in collaboration with Statista, analyzing over 1 million social media accounts and 21 million posts throughout eight main platforms. The report identifies key developments shaping the digital panorama, from the rising affect of video content material to shifting viewers preferences throughout platforms.
LinkedIn and Pinterest Present Sturdy Development, TikTok Maintains Lead
The report highlights LinkedIn’s rise as an engagement chief, with interactions rising by 99% year-over-year and a 122% leap in clicks. The platform’s 13.87% engagement charge alerts its growth past skilled networking, attracting influencers and content material creators.
Pinterest additionally noticed a big surge, with a 55% enhance in clicks since 2023, reinforcing its place as a prime platform for manufacturers targeted on visible discovery and referral visitors.
TikTok continues to dominate viewers engagement, with whole watch time up 71% year-over-year, solidifying its function because the main video-first platform influencing digital tradition.
Platform Efficiency Breakdown
- YouTube stays the highest platform for visibility, averaging 82 impressions per account, sustaining its stronghold in video content material regardless of elevated competitors.
- Fb’s publish attain dropped by 41%, however conversions are rising, with Reels’ attain up 13% and a 6.7% engagement charge, conserving the platform related for model advertising.
- X (previously Twitter) regained traction, reporting a 50% enhance in impressions, indicating resilience regardless of platform uncertainties.
- Instagram confirmed blended outcomes, with publish attain up 21% however Reels attain down 20%, suggesting shifting algorithm priorities towards conventional posts.
- Twitch noticed an 88% decline in subscriptions, elevating considerations about its long-term enchantment within the aggressive streaming market.
The report underscores shifting generational preferences, with Gen Z favoring TikTok, Millennials partaking extra on Instagram, and professionals turning to LinkedIn. These patterns reinforce the need of platform-specific methods for manufacturers and entrepreneurs.
“Social media methods are being reshaped by the speedy rise of video-first platforms and shifting person demographics,” mentioned Juan Pablo Tejela, CEO and Co-Founding father of Metricool. “As highlighted in our 2025 Social Media Report, platforms like LinkedIn and Pinterest are seeing explosive engagement, and it’s clear that the way forward for social media will prioritize genuine, video-driven connections that resonate throughout all generations. Engagement stays essential, with algorithms prioritizing posts with excessive interplay, making it important for manufacturers to attach the place their audiences are most energetic and engaged.”
Metricool’s evaluation coated 1,387,457 social media accounts and 21,211,149 posts from September 2023 to September 2024, spanning TikTok, Instagram, YouTube, X, LinkedIn, Pinterest, Fb, and Twitch.
Picture: Envato
