LinkedIn and Pinterest Soars as TikTok Continues to Dominate: Key Trends from Metricool’s 2025 Social Media Benchmark Report
New insights reveal how video-first platforms, shifting algorithms, and evolving user demographics are reshaping social media strategies for 2025 and beyond
MADRID, ES, January 30, 2025 – Metricool, a global social media management platform, today published its 2025 Social Media Report, in collaboration with Statista. The report, analyzing over 1 million social media accounts and 21 million posts across eight major platforms, including TikTok, Instagram, YouTube, X (formerly Twitter), LinkedIn, and more, uncovers key trends, challenges, and opportunities shaping social media today. From shifting generational platform preferences to the growing dominance of video content, Metricool’s report highlights what’s driving success in today’s digital landscape.
Social Media Platform Performance
- LinkedIn Emerges as an Engagement Powerhouse: With average interactions (defined as likes, comments, shares/posts per post) up 99% year-over-year, LinkedIn is redefining professional networking as a cornerstone of digital engagement. Boasting an average 13.87% engagement rate and clicks increasing by 122%, proving LinkedIn goes beyond professional connections and welcomes new audiences like influencers to expand its content on the platform.
- YouTube Remains Unmatched in Visibility: Averaging 82 impressions (the number of times people see posted content) per account, YouTube remains unrivaled in visibility and continues to lead as a top platform for video content, maintaining its broad appeal to creators and brands despite growing competition from TikTok.
- Facebook Sees Shifts in Reach and Conversions: Facebook’s 41% decline in post reach signals a shift in algorithm priorities, yet the platform is experiencing growth in conversions. With Reels’ reach increasing by 13% and an average 6.7% engagement rate, Facebook remains a strong contender for brands aiming to drive clicks and meaningful engagement.
- Pinterest Gains Momentum as a Traffic Driver: Clicks on Pinterest have risen by 55% since 2023, reinforcing its role as a top platform for brands focusing on visual discovery and referral traffic.
- X (formerly Twitter) Regains Ground in Impressions: Despite ongoing debates over its direction, X has seen a 50% increase in impressions, reflecting resilience among its user base and a renewed focus on algorithm improvements.
- Instagram’s Mixed Signals: While Instagram’s post reach grew by 21%, its Reels reach dropped by 20%, suggesting users are engaging more with traditional posts on the platform due to potential algorithmic preferences for posts over videos. This underscores the need for brands to balance feed posts and short-form video to meet audience behaviors.
- TikTok Leads in Audience Engagement: TikTok continues to set the standard for video content, with average total watch time increasing by 71% year-over-year. This growth cements its position as a cultural force driving trends across all demographics.
- Twitch Faces Subscriber Challenges: Twitch saw an 88% decrease in subscriptions, raising questions about competition and the platform’s ability to maintain its appeal in a crowded streaming market.
Demographic Insights from Statista
The report also highlights generational platform preferences, with Gen Z dominating TikTok, Millennials favoring Instagram, and professionals turning to LinkedIn. These shifts reinforce the need for tailored strategies to engage audiences effectively.
“Social media strategies are being reshaped by the rapid rise of video-first platforms and shifting user demographics,” said Juan Pablo Tejela, CEO and Co-Founder 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 future of social media will prioritize authentic, video-driven connections that resonate across all generations. Engagement remains crucial, with algorithms prioritizing posts with high interaction, making it essential for brands to connect where their audiences are most active and engaged.”
The complete 2025 Social Media Report, including detailed platform analyses and strategic recommendations for social media managers, marketers, and creators is available at: https://metricool.com/social-media-study/
Methodology
Metricool analyzed 1,387,457 accounts and 21,211,149 posts across eight major social media platforms: Pinterest, Instagram, Facebook, X, TikTok, LinkedIn, Twitch, and YouTube. Data was collected from a total of 12,571 Pinterest accounts, 12,982 Twitch accounts, 391,463 Instagram accounts, 24,909 X accounts, 662,338 Facebook accounts, 100,667 TikTok accounts, 49,107 YouTube accounts, and 55,575 LinkedIn accounts. The analysis covers the period from September 2023 to September 2024.
About Metricool
Metricool is a global social media and online ad management platform that serves more than 2 million professionals, agencies, and brands in the United States, United Kingdom, Canada, Australia, Spain, France, Germany, and Latin America. They help social media managers simplify tasks, automate processes, and unify tools to plan and execute successful campaigns. Metricool is a trusted partner of global brands including Louis Vuitton, David Guetta, Adidas, H&M, Costco, etc.
To learn more, visit metricool.com.
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