MADRID, ES, January 30, 2025 – A momentous analysis of social media trends has been released by Metricool, the global social media management platform, in collaboration with Statista. The 2025 Social Media Report unveils transformative insights about how social media platforms are shifting and what this means for marketers and brands moving forward.
This comprehensive report analyzes over 1 million social media accounts and approximately 21 million posts across eight major platforms, such as TikTok, Instagram, YouTube, X (formerly Twitter), and LinkedIn. With digital marketing becoming increasingly complex, Metricool aims to equip businesses with the knowledge needed to thrive.
Among its findings, the report indicates the rise of various strategies and reveals how user behaviors are pivoting with the influence of video-first platforms driving future content creation.
Linkedin has emerged as the standout platform for engagement, boasting average interactions up 99% year-over-year. The professional networking site shows average engagement rates of 13.87%, coupled with clicks increasing by 122%. This reflects not just LinkedInitiative's professional appeal but also its evolution to welcome influencers and expanded content types.
Maintaining its crown as the top platform for visibility, YouTube holds steady with 82 impressions per account. The platform is thriving, drawing creators and brands alike, and remains resistant amid growing competition, particularly from TikTok.
On the other hand, Facebook confronted significant changes: evidencing a 41% decline in post reach. Nevertheless, the platform is not devoid of success, as evidenced by its Reels feature which saw its reach rise by 13%, contributing to Facebook’s continued value for brands pursuing real engagement.
Pinterest is also witnessing resurgence as clicks have risen by 55% since 2023. This emphasizes its role as a significant traffic driver, particularly for brands interested in visual discovery.
Despite turbulence, X has regained some ground, with impression growth of 50%. This resurgence indicates underlying resilience within its user base and potential improvements within its platform algorithms.
Instagram’s dynamics, conversely, presented mixed signals. The platform’s post reach has grown by 21%; nevertheless, its Reels saw a 20% drop, hinting at user preferences shifting back toward traditional posts.
Marketers should note TikTok's aggressive user engagement, experiencing 71% growth year-over-year, solidifying its status as the cultural standard-bearer of video content.
Contrastingly, the streaming platform Twitch has faced difficulty, seeing subscriptions plummet by 88%. This trend raises serious questions about Twitch's competitive positioning.
The report also provides insights on generational platform preferences, stating Gen Z dominates TikTok, Millennials lean toward Instagram, and professionals are gravitating to LinkedInitiative. This stratification necessitates brands to devise targeted strategies to effectively engage each demographic.
"Social media strategies are being reshaped by the rapid rise of video-first platforms and shifting user demographics," noted Juan Pablo Tejela, CEO and Co-Founder of Metricool. With user interaction becoming increasingly dominated by video, businesses are urged to recognize where their audiences are most active.
Brands and marketers are presented with opportunities to adapt their strategies according to the findings of this report. With the complete 2025 Social Media Report accessible at Metricool’s official site, businesses can explore detailed analyses and recommendations aimed at improving engagement.
The result is clear: those who actively evolve their strategies and embrace the changing digital terrain will likely lead the charge toward future successes.