Beyond Likes: Social Engagement in 2025 | Insights From 5,000,000+ Posts

Here’s a sneak peek from Beyond Likes: Social Engagement in 2025. Download the full report to explore the complete data and discover what truly drives engagement in 2025.

Likes are no longer the finish line for social media managers. In 2025, they are only the entry ticket. Brands that only track likes risk missing what really matters: the comments, shares, and saves that reveal whether content is sparking conversation, spreading beyond its origin, or holding long-term value.

We analyzed more than 5,000,000 posts across six platforms to uncover how engagement is shifting. Here is a glimpse of what we found and why marketers should stop chasing applause and start tracking signals.

The full report gives you platform-by-platform breakdowns, charts, and expert commentary. This article is only a preview.

The New Engagement Hierarchy

Think of engagement as a ladder. Likes sit at the bottom, easy to give and easy to forget. Comments demand more effort, and shares extend your reach. Saves are at the top, showing real intent and long-term interest.

Our analysis shows that this hierarchy plays out differently on every platform. Some networks are built for quick reactions, others for meaningful saves, and some for driving extended conversations.

Platform Highlights

Instagram: The Save Economy

Reels still drive the most reactions, but the real hidden gem is saves. They consistently outperform comments and shares, showing that Instagram has become a library of ideas and inspiration. Content that people want to return to, such as tutorials, infographics, or thought-leadership posts, is where long-term engagement lives.

Curious how Reels compare with static images and carousels? The full report breaks down every format side by side.

TikTok: The Viral Machine

TikTok is still the king of reach. Our data shows that reactions and shares on TikTok dwarf most other platforms. It is the only network where shares average in the dozens, proving it is the most shareable channel for video.

Want to know exactly how TikTok compares with YouTube Shorts and Instagram Reels? Download the full breakdown.

LinkedIn: Trust Over Volume

Raw numbers are smaller on LinkedIn, but the platform’s influence is outsized. Saves and reposts matter most, reflecting LinkedIn’s role as a hub for professional credibility. The content that wins here is not the flashiest, but the most useful.

The report includes data on how carousels, images, and videos perform on LinkedIn and why documents still punch above their weight.

Expert Perspectives

Industry voices in the report agree that the future of engagement is about depth, not vanity.

What This Means for Marketers

The clear message is that not all engagement is created equal.

• Comments measure conversation.
• Shares measure amplification.
• Saves measure staying power.
• Likes measure approval, but little else.

Each platform rewards a different mix, and successful brands align their content to the signals that matter most to their goals.

Get the Full Report

This article is just the preview. The full Beyond Likes: Social Engagement in 2025 report includes:

• Format-by-format comparisons on every major platform
• Engagement ladders showing which signals matter most
• Practical recommendations from marketers in the field
• Expert commentary to help you interpret the numbers