Social Media Performance in 2025

Social media continues to play a central role in both our daily lives and business marketing strategies. In 2025, a study conducted by Metricool analyzed the evolution of major platforms, providing key insights for 2025. This extensive research examined data from 1.4 million accounts and over 21 million posts, covering eight of the most influential social networks: Pinterest, YouTube, TikTok, Facebook, Instagram, X (formerly Twitter), LinkedIn, and Twitch.

TikTok & YouTube: The Video Giants

TikTok solidified its dominance in 2024, surpassing 1 billion monthly active users and experiencing a 70% increase in reach and 71% growth in average watch time. Its powerful recommendation algorithm continues to captivate audiences, leaving competitors struggling to keep up. Notably, Instagram Reels generate 84% fewer views than TikTok videos, highlighting TikTok’s unmatched virality.

YouTube, despite boasting 2.7 billion users, faced a 13% drop in engagement. However, its YouTube Shorts format has exploded, reaching 90 billion daily views. While Shorts contribute to visibility, overall user interaction has declined, presenting challenges for creators aiming to build engaged communities.

LinkedIn: A Game-Changer

LinkedIn underwent a major transformation in 2024, reaching 1.5 billion profiles, with 310 million active monthly users. The platform saw an astonishing +99% increase in interactions and +122% in clicks, evolving beyond its traditional professional focus. New content formats, such as newsletters, carousels, and short videos, have revitalized LinkedIn, making it a powerful tool for personal branding and lead generation in 2025.

Instagram & Facebook: Shifting Dynamics

While Instagram and Facebook remain major players, their engagement trends are shifting:

Facebook still holds a massive 3 billion user base, making it valuable for traffic generation, but marketers must adapt content strategies to maintain engagement.

Instagram Reels saw a 20% drop in reach, whereas traditional posts gained traction with a 21% increase in visibility.

Facebook’s organic reach and engagement declined by 30%, though Reels on Facebook grew by 13%.

Twitch: Struggling to Stay on Top

Once the dominant live-streaming platform, Twitch is facing serious challenges. Despite 21 million active streamers, the platform experienced an 88% drop in paid subscriptions and an 84% decline in content frequency. Competition from YouTube Live and Kick is intensifying, forcing Twitch to rethink its strategy to retain its audience.

Pinterest: The Traffic Powerhouse

Pinterest is proving to be a top driver of web traffic, with a 55% increase in clicks. Image impressions grew by 24%, and the posting frequency rose by 25%. However, Pinterest still struggles to compete in the video content space, an area where other platforms have taken the lead.

X (formerly Twitter): A Platform in Turmoil

X is going through turbulent times:

If this trend continues, X may offer less competition for brands that remain active, creating new opportunities for engagement.

Posting frequency dropped by 38%, reflecting reduced activity from brands.

However, impressions increased by 50%, suggesting that content still reaches a wider audience despite fewer posts.

Key Social Media Trends for 2025

Metricool’s study highlights several major trends that will shape social media success in 2025:

• Video remains king – TikTok, YouTube Shorts, and Instagram Reels dominate in both reach and engagement.
• LinkedIn is emerging as a must-use platform for businesses, personal branding, and lead generation.
• Instagram and Facebook require a content strategy shift due to decreasing organic reach.
• Twitch is losing ground, struggling to keep up with competing live-streaming platforms.
• Pinterest is a strong traffic driver, but its video content strategy needs improvement.

Brands and content creators must refine their strategies to align with these evolving trends and maximize their social media presence in 2025. Algorithms will continue to prioritize high-quality content and meaningful interactions, making it essential to share authentic, engaging, and valuable content to enhance visibility and influence.

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