Metricool, one of the leading tools in social media analytics, has published its report “Social Media Study 2025”, a detailed analysis based on over 21 million posts across 8 platforms.
This Metricool report reveals the social media trends for 2025, the changes in algorithms, and the strategies that brands and content creators should adopt to maximize their reach and engagement.
Which social media platforms are growing the most in 2025?
According to Metricool’s report, social media growth varies significantly depending on the platform. TikTok and YouTube lead the ranking, establishing themselves as the easiest spaces to grow an audience and gain visibility. In contrast, Twitch and X (formerly Twitter) are struggling to grow, indicating a trend towards specialized content.
- TikTok: Recorded a 70% increase in reach and a 71% increase in total watch time, demonstrating its power for virality and user retention.
- YouTube: Although views increased by 7.59%, engagement dropped by 13.89%, suggesting that users consume more content but interact less.
- LinkedIn: Positioned as the platform with the highest engagement rate (+99% in interactions), evolving from just an employment platform into a key space for digital marketing.
- Twitch: Experienced an 88% drop in subscriptions, revealing a decline in user loyalty.
Which social media platforms have the best engagement in 2025?
Engagement is a key indicator of social media success. This year, LinkedIn stands out as the platform with the highest engagement rate, closely followed by YouTube and TikTok.
- LinkedIn: Recorded a 99% increase in interactions and a 122% increase in clicks, solidifying itself as one of the most effective platforms for conversions.
- TikTok: Despite its massive reach, engagement decreases as accounts grow, suggesting that the algorithm favors new creators.
- Facebook and Instagram Reels: Maintained stable engagement levels, making them a solid option for content strategies.
What trends will define digital marketing in 2025?
Metricool’s report identifies three major social media trends for 2025 that will be crucial for digital marketing:
1. Video continues to dominate
Video content remains king. YouTube Shorts, TikTok, and Instagram Reels lead in reach and engagement, proving that short videos are still the best way to capture user attention.
- YouTube Shorts now accumulates 90 billion daily views, a massive increase compared to 30 billion in 2021.
- Instagram Reels saw a 20% decline in reach, which could indicate an algorithm adjustment to prioritize other formats.
- TikTok remains the leader in views, with a 70% increase in reach.
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2. Different strategies for each platform
The report suggests that not all social networks work the same for every goal. For an effective social media marketing strategy in 2025, Metricool recommends:
- TikTok and YouTube for organic growth.
- LinkedIn and Facebook for engagement and conversions.
- Pinterest for driving traffic to websites, as clicks increased by 55.10%.
3. Authenticity and useful content as the key to success
Users prefer content that provides value or creates an emotional connection. Brands should focus on strategies based on usefulness, humor, and trends.
Local trends also generate virality. A photographer reached 1.8 million views on TikTok by documenting a hurricane in real-time.
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Which is the best social media platform for conversions?
While all platforms allow brands to connect with audiences, some are more effective in generating conversions and sales.
- LinkedIn and Facebook lead in clicks:
- LinkedIn increased clicks by 122%.
- Facebook continues to dominate in driving traffic, with an average of 413 clicks per post with a link.
How to optimize your social media strategy according to Metricool?
The report includes best practices to optimize your digital strategy for social media in 2025. Some key recommendations include:
- Optimize based on the platform: Not all networks have the same reach or engagement.
- Leverage trends: Posting content based on trending topics increases organic reach.
- Repurpose content: A TikTok video can be transformed into a LinkedIn post or an Instagram carousel.
- Use effective calls to action: Asking users to comment or share improves content visibility.
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