The digital landscape is always changing, and 2024 has given us a clear picture of which platforms are thriving, which ones are facing challenges, and the strategies that are working. As we head into 2025, it’s crucial to stay on top of the latest trends and adapt your approach to boost visibility, engagement, and conversions.
A recent study by Metricool looked at over 21 million posts across 8 social media platforms, from September 2023 to September 2024. It also analyzed accounts of different sizes, grouping them based on their number of followers, to provide insights into what’s working for creators and brands of all scales.
What shaped social media in 2024
Looking at how platforms performed over the past year reveals some big changes in user behavior and how content is performing:
Pinterest saw a 55% increase in clicks, highlighting its growing role in driving traffic.
Twitch experienced an 88% drop in subscriptions, pointing to a tough year for the platform.
LinkedIn saw a 99% rise in interactions, making it a more engaging and dynamic space.
X (Twitter) grew impressions by 50%, but a decline in engagement signals some uncertainty.
Instagram’s post reach grew by 21%, while Reels saw a 20% drop in visibility.
Facebook's post reach dropped by 41%, although Reels showed a 13% increase.
TikTok stayed dominant with a 71% rise in average watch time.
YouTube continued to lead in video, but an 11% rise in dislikes shows a more critical audience.
Best platforms for growth in 2025
Some platforms provide better opportunities for organic growth than others:
TikTok and YouTube continue to be the top choices for growing your audience.
On TikTok, almost 60% of small accounts (under 500 followers) saw significant growth in 2024.
Instagram and X remain tough platforms for new creators, mainly due to limited visibility.
In 2025, brands and creators should focus on platforms that not only grab attention but also encourage interactions and drive conversions. Here’s where to focus:
YouTube leads in interactions per follower, followed closely by TikTok.
LinkedIn boasts the highest engagement rate, making it perfect for building meaningful connections.
Pinterest and LinkedIn generate the most clicks, making them essential platforms for driving traffic and conversions.
The social media funnel for 2025
Top of the Funnel (visibility): YouTube, TikTok, and Instagram Reels.
Middle of the Funnel (engagement): YouTube and Facebook Posts.
Bottom of the Funnel (conversion): LinkedIn and Pinterest.
Effective social media strategies for 2025
To stay ahead in 2025, brands and creators should focus on these key strategies:
✔️ Niche specialization: Build a loyal community with focused, valuable content.
✔️ Create useful content: Tutorials, tips, and industry insights boost engagement.
✔️ Leverage humor: Emotional connection drives virality and brand loyalty.
✔️ Repurpose content: Adapt content for different platforms to expand reach.
✔️ Follow trends: Staying relevant helps increase visibility.
✔️ Use strong hooks: Capturing attention in the first few seconds improves retention.
✔️ Clear calls to action: Encouraging users to interact boosts performance.
✔️ Automate where possible: Scheduling and engagement tools improve efficiency.
In 2025, video continues to be the leading format for grabbing attention and boosting engagement. However, driving growth and interaction requires tailored strategies: YouTube and TikTok are ideal for visibility, while LinkedIn and Facebook shine when it comes to building deeper connections and driving conversions.
LOUD can help you develop winning social media strategies and create engaging content tailored to your brand’s goals. Contact us today to be loud!
