Social Media Engagement Rates 2025: Key Trends Revealed

Staying ahead in social media means keeping a close eye on how audiences interact with content—and the latest data for 2025 is here to guide us! Buffer has just released a comprehensive report analysing millions of posts across all major platforms, and the findings are fascinating.

LinkedIn Leads the Pack in 2025

Buffer’s analysis shows that LinkedIn is the standout platform this year, boasting the highest average engagement rate. Using a clear formula—total interactions ÷ total impressions × 100—Buffer provides an accurate picture of how content is truly performing.

LinkedIn’s engagement rate has impressively climbed to 8%, reflecting a shift in how professionals are interacting on the platform. If your business isn’t investing in a strong LinkedIn strategy, including leveraging employee advocacy, now is the time!

Why Instagram Engagement is Dropping – But Don’t Panic!

At the other end of the spectrum, Instagram recorded the lowest engagement rate at just 1.16%. But this doesn’t mean users are abandoning the platform. Instead, interactions are moving towards more private spaces—think DMs, shares, and saves. These are valuable engagements, even if they’re less visible in public metrics.

So, brands should pivot their Instagram strategies to encourage these private actions and nurture community through meaningful conversations.

Other Platform Highlights

• YouTube Shorts: Engagement is rising, reaching 4.71%. Repurposing long-form videos into Shorts is proving effective.

• Facebook: Holding steady, with Meta working hard to win back younger audiences.

• TikTok: A slight dip, possibly linked to regulatory concerns, but it remains a powerhouse.

• Threads: Engagement is tapering slightly as the initial hype fades, yet growth is consistent.

• X: Continuing to see declines as user activity wanes.

How to adapt your Social Media Strategy in 2025

The landscape is evolving, but that’s nothing new in social media! Here’s how to stay on top:

1. Double Down on LinkedIn: Focus on thought leadership, employee advocacy, and regular company updates.

2. Rethink Instagram: Create content that encourages saves and shares. Use Stories and DMs to build deeper relationships.

3. Embrace Video: Invest in short-form video across YouTube Shorts, TikTok, and Reels.

4. Monitor Emerging Platforms: Keep an eye on Threads and any new trends that may arise.

Final Thoughts

Engagement rates are a window into how audiences prefer to interact. While public metrics might dip on some platforms, private engagement is thriving. It’s all about understanding where your audience feels most comfortable connecting.