Assume you recognize which social platform has essentially the most engagement? The info may shock you.
Social media tendencies are all the time evolving, however recently, engagement has been shifting in surprising methods. LinkedIn is seeing record-high interactions, Pinterest is quietly on the rise, and Threads — as soon as a breakout success — is settling into extra steady patterns. In the meantime, Instagram’s engagement is decrease than ever, however that doesn’t imply it’s dropping relevance.
If you happen to’ve ever felt like social media engagement is unpredictable, you’re not alone. However whereas platforms and algorithms change, one factor stays the identical: understanding the information offers you an edge.
At Buffer, we analyzed tens of millions of posts throughout LinkedIn, Instagram, Fb, TikTok, YouTube, X, Threads, and Pinterest to uncover the place engagement is flourishing, slowing down, and what all of it means on your content material technique.
Right here’s what we discovered:
Which platforms have the very best and lowest engagement charges this yearHow viewers conduct is shifting throughout social mediaWhat’s behind LinkedIn’s engagement surge and Instagram’s engagement dipHow to regulate your content material technique based mostly on 2025’s engagement tendencies
If you wish to keep forward of the curve and make smarter content material selections, this text has the insights you want.
Let’s dive in.
What’s engagement charge and why does it matter?
Engagement charge is likely one of the most essential social media metrics — however it’s additionally some of the misunderstood.
At its core, engagement charge measures how a lot folks work together along with your content material relative to how many individuals see it. It’s not nearly visibility — it’s about connection.
For instance:
A submit that reaches 10,000 folks however will get just a few likes? Low engagement.A submit that reaches 1,000 folks however sparks lots of of interactions? Excessive engagement.
That’s why engagement charge is likely one of the strongest indicators of content material efficiency. It tells you:
How effectively your content material connects along with your viewers.How doubtless your content material is to be amplified by the platform’s algorithm.Whether or not your viewers is passive or actively partaking.
The important thing issues about engagement charge information
Earlier than we dive into the rankings, listed here are some key issues to mirror the nuance of this report:
Engagement charge ≠ Whole engagement quantity. Platforms with large attain — like Instagram — could have decrease engagement charges however nonetheless drive extra whole interactions than smaller, higher-engagement platforms like LinkedIn. A 1% engagement charge on Instagram may imply 1000’s of interactions, whereas a 6% engagement charge on LinkedIn may lead to far fewer whole engagements.Every platform encourages totally different behaviors. LinkedIn prioritizes feedback and discussions, whereas Instagram thrives on shares and saves. These behavioral variations imply a 6% engagement charge on LinkedIn doesn’t equate to a 6% engagement charge on TikTok.What counts as engagement varies by platform. Saves on Instagram, pins on Pinterest, and feedback on YouTube all depend as engagement, however they mirror totally different person behaviors and ranges of intent.Not all engagement is public. Personal interactions — like bookmarks, DMs, and hyperlink clicks — aren’t all the time mirrored in engagement charge calculations.
How we calculate engagement charge
At Buffer, we calculate engagement charge utilizing the next formulation:
(Whole Interactions / Whole Impressions) × 100 = Engagement Charge (%)
To supply essentially the most correct view of engagement tendencies, we analyze engagement charges in two methods:
Averages which assist us evaluate platforms at a excessive stage—exhibiting the place engagement is strongest general.Medians over time which reveal the story of how engagement is evolving month by month.
Now that we perceive what engagement charge actually measures — and its nuances throughout platforms — let’s get into the rankings.
Common engagement charges by platform: Who’s main the engagement sport?
To find out the place customers are partaking essentially the most, we analyzed common engagement charges throughout eight main social platforms over a one-year timeframe. Right here’s how they stack up:
Platform
Common Engagement Charge (%)
LinkedIn
6.50% 📈
Fb
5.07%
TikTok
4.86%
Threads
4.51%
YouTube
4.41%
Pinterest
3.46%
X (Twitter)
2.31%
Instagram
1.16%
At first look, the typical engagement charges throughout these platforms inform us just a few key issues:
LinkedIn is the highest performer. With a median engagement charge of 6.50%, LinkedIn has outpaced all different platformsFacebook engagement stays regular. At 5.07%, Fb continues to generate robust engagementTikTok ranks increased than YouTube for engagement. With 4.86%, TikTok stays a pacesetter for short-form video, with YouTube not far behind with 4.41percentThreads has outpaced X/Twitter in engagement. Threads’ 4.51% engagement charge is considerably increased than X’s 2.31percentInstagram’s engagement charge is the bottom. At 1.16%, Instagram’s engagement is considerably decrease than different platforms, although personal interactions (DMs, saves) doubtless contribute to hidden engagement that isn’t captured in public metrics.
Now, whereas these median numbers present a broad comparability of which platforms drive essentially the most engagement general, they don’t seize how engagement has shifted over time.
To know how engagement is evolving, we determined to have a look at median engagement charges over the 12 months between January 2024 to January 2025.
Engagement patterns between January 2024 to January 2025
Engagement charges don’t exist in a vacuum. Person conduct, algorithm adjustments, and broader business shifts all affect how folks work together with content material.
Whereas the general median engagement charges inform us which platforms carry out greatest general, the median engagement charges over time reveal how engagement is altering month by month.
Right here’s what we discovered from analyzing median engagement charges from January 2024 to January 2025.
1. LinkedIn’s engagement is steadily rising
With a median engagement charge of 6.50%, LinkedIn leads all platforms, however the true story is its progress over time.
In January 2024, LinkedIn’s median engagement charge was 6.00%. By January 2025, it had risen to eight.01%.
What could possibly be driving this improve?
Much less content material saturation = increased visibility. Only one% of LinkedIn customers submit usually, which means content material has much less competitors and extra potential attain.The algorithm rewards conversations. Posts with early engagement are boosted to second- and third-degree connections, increasing visibility.Extra numerous content material codecs are succeeding. Carousels see vital engagement, and the platform simply launched video.
LinkedIn stays the strongest platform for authority-building and natural attain. If you happen to’ve been posting inconsistently, now’s the time to lean in.
2. Instagram’s engagement is evolving
Whereas Instagram has the bottom common engagement charge (1.16%), its interplay patterns are shifting quite than merely declining.
In January 2024, Instagram’s median engagement charge was 2.94%. By January 2025, it had adjusted to 0.61%.
This modification displays a broader shift in how customers interact with content material quite than a lack of platform relevance. What’s behind the shift?
Extra content material is being consumed than ever. With reels and tales dominating, customers are watching extra however interacting in a different way — passive engagement is rising, even when likes and feedback aren’t as seen.Engagement is changing into extra personal. Saves, DMs, and shares are rising, however these interactions don’t contribute to public engagement metrics.Reels success depends upon depth, not simply views. Excessive-performing reels are likely to spark dialog or encourage sharing, whereas others could generate views with out direct engagement.
Instagram engagement isn’t disappearing — it’s transferring behind the scenes. Create saveable content material for the algorithm, share your posts with associates, and reply by way of DM — that’s the place actual engagement is occurring.
3. Threads’ engagement is stabilizing after an preliminary surge
Threads launched with excessive engagement, however its numbers have steadily declined from 4.76% in February 2024 to three.60% in February 2025. Whereas Threads nonetheless outperforms X/Twitter in engagement charge, its progress section has leveled out.
What’s behind the shift?
The early adopter impact is fading. When Threads launched, engagement was excessive as customers explored the platform. As extra customers be part of, engagement is now spreading out throughout a bigger content material pool.Extra content material = extra competitors. Initially, with fewer customers posting, content material was extra seen. Now, as extra creators share content material, engagement is changing into extra distributed.**Algorithm shifts are influencing visibility.** Threads began with a purely chronological feed, however Meta has since launched rating indicators, making engagement much less predictable.
Threads stays a high-engagement platform, however success now depends upon participation, not simply presence. Prioritizing conversations, real-time engagement, and interactive content material will assist maintain engagement because the platform matures.
💡
We solely began accumulating engagement information from Threads in February 2024.
4. TikTok engagement stays excessive, however patterns are altering
With a median engagement charge of 4.86%, TikTok continues to be one of many strongest platforms for engagement, however its median engagement charge has progressively declined from 5.14% in January 2024 to 4.56% in January 2025.
What’s behind the shift?
TikTok’s algorithm is rewarding retention over interactions.** Watch time and replays at the moment are greater engagement drivers than likes or feedback, shifting what “excessive engagement” appears like on the platform. Professional tip: Preserve your movies above 1-minute as we’ve discovered that longer TikToks carry out higher within the algorithm.Quick-form video competitors is rising. With Instagram Reels, YouTube Shorts, and even LinkedIn embracing video, TikTok is now not the one dominant participant within the house.Extra manufacturers and advertisers = extra polished content material. TikTok’s early success was constructed on genuine, unpolished content material, however as manufacturers ramp up their presence, engagement charges have change into much less predictable.
TikTok continues to be a powerhouse for engagement, however the kind of engagement that issues is shifting. Give attention to content material that drives watch time and shares, not simply likes and feedback.
5. YouTube Shorts engagement is catching as much as TikTok
YouTube Shorts’ 4.41% common engagement charge places it simply behind TikTok, however its median engagement charge has risen from 3.95% in January 2024 to 4.71% in January 2025.
What’s driving the rise?
YouTube’s search benefit. In contrast to TikTok, YouTube content material is discoverable lengthy after posting, which means shorts have an extended engagement lifespan than TikTok movies.Greater viewers intent. YouTube customers are actively trying to find content material, whereas TikTok customers are passively scrolling, resulting in extra engaged viewers on shorts.Monetization is attracting creators. With extra advert income alternatives, creators are investing extra in shorts content material, resulting in higher-quality movies that retain engagement.
YouTube Shorts is changing into a significant competitor to TikTok for short-form video. If you happen to’re already creating vertical video content material, repurposing it for shorts may prolong its lifespan and attain.
6. Pinterest’s engagement is quietly rising
Pinterest engagement has grown from 3.08% in January 2024 to five.26% in January 2025, making it one of many strongest platforms for long-term engagement.
Why is Pinterest rising?
It’s a search-driven platform, not a feed-based one. In contrast to TikTok or Instagram, Pinterest customers actively hunt down content material, which means engagement is extra intentional than passive scrolling.Pins have an extended shelf life. A single Pin can generate engagement for months and even years, in contrast to Instagram posts that disappear rapidly.Extra customers are treating Pinterest like a search engine. As Google’s search algorithms shift, extra customers are turning to Pinterest for inspiration and discovery.
If you happen to create evergreen content material — reminiscent of guides, tutorials, and infographics — Pinterest affords long-term engagement potential. In contrast to different platforms the place content material fades rapidly, your content material on Pinterest can drive engagement lengthy after you submit it.
7. Fb’s engagement stays regular regardless of adjustments
Fb’s 5.07% common engagement charge is robust, and its median engagement charge has remained steady at round 5.45% over the previous 12 months.
Why is Fb engagement holding regular?
Fb Teams proceed to drive robust engagement. In contrast to model pages, area of interest Teams see among the highest interplay charges on the platform.Meta is investing in new monetization instruments. Options like subscriptions, Fb reels monetization, and advert income sharing are protecting creators lively.Fb’s demographic is very engaged. Whereas youthful audiences gravitate towards TikTok and Instagram, Fb’s core person base (ages 30+) stays actively engaged.
Fb stays a high-value platform for community-driven engagement — particularly for those who leverage Teams and interactive content material.
8. X/Twitter engagement continues to say no
X (previously Twitter) has dropped from 3.47% in January 2024 to 2.15% in January 2025, making it the second-lowest platform for engagement after Instagram.
What’s driving the decline?
Algorithm adjustments have lowered natural attain.** X is prioritizing paid subscribers and really helpful content material, making natural engagement more durable to attain.Extra customers are lurking quite than partaking. Many customers eat content material with out liking, commenting, or reposting, resulting in decrease engagement charges.Platform instability is affecting creator funding. With frequent coverage shifts and monetization adjustments, fewer creators are prioritizing X.
Until you’re targeted on information, politics, or real-time commentary, engagement on X would require extra effort and consistency to keep up.
What the information means on your content material technique
Understanding the place engagement is highest is one factor — determining find out how to use that perception in your technique is one other.
A excessive engagement charge doesn’t mechanically make a platform the most effective match for you. The important thing query is: What are your objectives, and which platform aligns with them?
Right here’s find out how to refine your method based mostly on the information.
1. Decide the platform that aligns along with your objectives
Not all engagement is equal, and totally different platforms serve totally different functions. This is how one can modify based mostly on what you are attempting to attain:
For top engagement per submit: Give attention to LinkedIn, Fb, and Pinterest. LinkedIn and Fb have robust engagement by feedback and community-driven content material. Pinterest excels at evergreen content material, driving regular engagement lengthy after posting.For enormous attain potential: Go along with Instagram and TikTok. Whereas Instagram’s engagement charge could also be decrease, it affords huge attain, and TikTok’s discovery algorithm permits even smaller accounts to go viral.For video-focused engagement: TikTok and YouTube Shorts are the most effective platforms. Quick-form video drives among the highest engagement charges, and repurposing video throughout platforms (TikTok, YouTube, Instagram) can enhance your attain with out additional work.For real-time conversations: In case your aim is quick interactions, go together with Threads or X (Twitter). Each excel in real-time discussions, with Threads gaining traction for natural engagement and X nonetheless being key for news-driven content material.
Takeaway: As an alternative of attempting to be in every single place, give attention to the platforms that align along with your particular objectives. Don’t simply chase excessive engagement charges — think about how every platform matches your content material aims.
2. Adapt your content material format for every platform
Every platform prioritizes totally different codecs based mostly on person conduct. Right here’s how one can tailor your content material:
LinkedIn is about dialog starters. Use long-form posts, carousels, and paperwork to encourage discussions and showcase experience.Instagram’s engagement is more and more taking place behind the scenes — so give attention to Reels that generate saves and shares, not simply likes.TikTok favors content material that retains folks watching. Go for fast hooks and interesting narratives which are visually compelling from the beginning.Pinterest excels with evergreen content material that will get higher over time. Excessive-quality visuals, step-by-step guides, and search-optimized content material will carry out greatest right here.
Takeaway: Tailor your content material to the platform—what works on Instagram doesn’t essentially work on LinkedIn. Give attention to creating platform-first content material that aligns with person expectations and engagement behaviors.
3. Wonderful-tune your posting technique for optimum engagement
Engagement isn’t nearly what you submit — it’s about when and the way typically you submit. Every platform rewards totally different posting behaviors, so optimizing your frequency is essential.
For LinkedIn and Fb: Give attention to high quality over amount. Posts that maintain engagement over time are likely to do higher, so one well-crafted submit just a few occasions every week might be sufficient.For Instagram, TikTok, and YouTube Shorts: These platforms thrive on frequency. Put up each day to extend visibility and preserve engagement, however all the time prioritize high quality content material that resonates along with your viewers.For Threads and X: Interact in real-time conversations — submit a number of occasions a day if attainable, however interact actively with others’ content material to construct a neighborhood.
Takeaway: Match your posting frequency to the platform’s algorithm. Some platforms reward high quality posts over consistency (LinkedIn, Fb), whereas others, like TikTok and Instagram, reward each day posts that construct momentum.
Play to the strengths of every platform
A excessive engagement charge doesn’t mechanically imply a platform is the proper match for you. What issues most is how effectively a platform aligns along with your objectives — whether or not that’s visibility, deep engagement, video efficiency, or real-time interplay.
As an alternative of attempting to be in every single place without delay, give attention to the platforms that play to your strengths and viewers behaviors. Adapt your content material format, posting technique, and engagement method to work with the strengths of every platform quite than towards them.
