The State of Social Media Engagement in 2025: What 5,000,000+ Posts Tell Us

Here’s a sneak peek from our deep dive into 5,000,000+ posts across major platforms. This is only a fraction of the insights, so download the full report to see the complete picture.

If you’re managing social media in 2025, you already know one thing: not all posts are created equal. Some formats are engagement magnets, others… not so much.

We crunched the numbers on 5,000,000+ posts across LinkedIn, Instagram, TikTok, Facebook, YouTube, and X to see what’s really working right now. The results? A mix of surprises and confirmations that will make you rethink where to put your team’s energy.

How We Looked at It

Simple math. Engagement rate = total interactions ÷ reach.
For YouTube, we swapped reach for views.

This way, we’re not just looking at vanity numbers, but how often people actually interact with content once it’s in front of them.

Key Insights: Social Media Engagement in 2025

Our analysis of more than 5,000,000 social media posts across all major platforms reveals some surprising shifts in engagement this year.
Here are the top takeaways every marketer should know:

• Static content makes a comeback
  On Instagram, static images (6.2% ER) are outperforming Reels (3.5% ER). Despite the hype around video, simple visuals are proving more engaging than ever.
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• LinkedIn is the engagement leader
  Whether you look at carousels, videos, or documents, LinkedIn continues to deliver higher engagement rates than other platforms, with documents hitting a record 37% ER.
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• Short videos are not a guaranteed win
  TikTok remains the strongest short-form platform (4.1% ER), but engagement levels are flattening compared to previous years. Not every short video format automatically brings results.
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• Platform-specific strategies matter more than ever
  One size fits all won’t cut it. The data clearly shows that content performance is highly dependent on format and platform. Tailoring your approach is key to maximizing reach and engagement.

These are just a few highlights. The full report breaks down engagement rates by platform and format, with insights you can apply directly to your content strategy in 2025.

Instagram: Static Makes a Comeback

If you’ve been telling your clients or team that “everything has to be a Reel,” 2025 data says otherwise. On Instagram, static image posts are driving 6.2% engagement, while Reels sit at the bottom with just 3.5%.

This shift is a reminder for marketers: don’t ditch tried-and-true formats. Static posts are easier to produce, cost less time, and can actually bring stronger results when used strategically.

💡 Takeaway for social media managers: Diversify your content mix. Reels are still powerful, but pairing them with images (and carousels) helps you reach more people and keeps your engagement balanced.

LinkedIn: Static Makes a Comeback

If there’s one platform every marketer should keep their eyes on in 2025, it’s LinkedIn. The data shows that LinkedIn not only leads overall engagement across all formats but also completely dominates with one feature: Documents.

• Documents pull in a record-breaking 37% engagement rate — by far the highest single format performance in our entire analysis. For marketers, that means carousels disguised as documents are still the king of reach and interaction on LinkedIn.
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• Carousels and video posts continue to perform well, but when you zoom out, LinkedIn outperforms other platforms in overall engagement.
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• This isn’t just about vanity metrics. High engagement here often translates into higher visibility with decision-makers, stronger thought leadership, and even pipeline opportunities.

If your brand is still treating LinkedIn like a secondary platform, 2025 is your sign to flip the strategy.

Format Highlights Every Social Media Manager Should Know

Short-form video isn’t the same across platforms

TikTok continues to dominate when it comes to short-form engagement, setting the benchmark for attention-grabbing content. Instagram Reels also delivers solid results, making it worth prioritizing for polished, branded storytelling. On the flip side, Facebook Reels and YouTube Shorts trail behind.

For marketers, that means your best bet is to treat those two as repurposing channels, not where your creative energy should start. It’s a reminder that “short video” doesn’t perform equally everywhere, and platform-first strategy still matters.

Image posts are alive and kicking

‍Despite the industry hype around video-first strategies, the data shows that image posts (especially on LinkedIn) can drive serious engagement. Think thought-provoking graphics, infographics, or even simple branded visuals.

Compared to other platforms where image posts underperform, LinkedIn users still actively engage with this straightforward format.

For brands, this means: don’t overlook the basics. Image posts may not be flashy, but they can be a powerful lever for visibility and interaction in the right environment.

But wait, there’s more…

We’ve only scratched the surface here. TikTok, YouTube, Facebook, and X each tell a very different story about what’s driving engagement in 2025. From surprising winners in short-form video to text posts making a comeback, the full data reveals where your focus should really be.

Grab the full report to see the complete breakdown and get ahead of the curve.