2025 Engagement Data: LinkedIn Takes the Lead

Published on July 22, 2025

Snapshot:

Social media engagement rates are reshuffling the deck in 2025, with LinkedIn emerging as the top platform for active interaction. Buffer’s latest cross-platform analysis reveals LinkedIn’s average engagement rate leads at 6.5%, beating TikTok, Facebook, and YouTube. 

The platform’s edge comes from low content saturation, algorithmic visibility boosts for conversations, and new video features. Meanwhile, Instagram’s public metrics have dipped to 1.16%, but private engagement behaviors like saves and DMs are rising. 

Threads has cooled from its initial launch spike but still performs better than X, which continues to decline due to algorithm changes and user disengagement. TikTok’s engagement is still strong, though user behavior is now shaped more by retention than likes.

YouTube Shorts is catching up by offering evergreen visibility and better monetization for creators. Pinterest’s engagement is quietly climbing, proving effective for long-term content strategies.

Facebook engagement remains stable, driven by group activity and new creator tools. CMOs are encouraged to match platform strategies to business goals rather than chase vanity metrics.

Read the full breakdown to find the best-fit platform for your content strategy in 2025.

Full story: Hootsuite

 
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