Did you know From LinkedIn’s Engagement Surge to X’s Plunge: Unseen Shifts in Social Media Engagement

 

BufferApp analyzed different social networks like Instagram, LinkedIn, TikTok, YouTube, Pinterest, Threads, and X to find out which apps are getting the highest engagement rates and where the engagement rates are declining. Engagement rate is a key metric to find out how much people interact with content. If a post has reached 10,000 people but it has gotten fewer likes, it means that the engagement rate is low, but the engagement rate will be considered high if the post gets hundreds of interactions.

According to the calculations by Buffer, LinkedIn has the highest engagement rate, with an average engagement rate of 6.50%. It was followed by a 5.07% engagement rate on Facebook which is steady and a 4.86% engagement rate on TikTok. YouTube’s engagement rate was 4.41%, especially in short-form videos. The lowest engagement rate calculated was on Instagram with a 1.16% engagement rate, but there is also a chance of hidden engagement through private interactions on the app.

Engagement rates on those apps from January 2024 to January 2025 were also analyzed, which shows how engagement trends have changed over time. It was found that LinkedIn’s engagement rate was steadily rising over this period to reach 6.50% average which is the highest. In January 2024, the median engagement rate of LinkedIn was 6.00% which reached 8.01% in January 2025. There were some factors like less content saturation, conversations getting rewarded by algorithm, and diverse content formats which contributed towards the overall growth of engagement rates on LinkedIn.

The analysis also found that even though Instagram has the lowest median interaction rate right now at 1.16%, it declined slowly over the past year. In January 2024, Instagram’s engagement rate was 2.94% which declined to 0.61% in January 2025. It doesn't mean that Instagram is disappearing, it just means that it is moving behind the scenes. More content consumption, private engagement, and reel performance are some factors that are bringing a shift in user behavior which is then contributing to the decline in Instagram engagement.

Meta's Threads had the highest engagement rate when it was initially launched, but its engagement rate declined from 4.76% in February 2024 to 3.60% in February 2025. Even though it is still doing better than X, its engagement rate has leveled out because of increased competition and algorithm changes. The early adopter effect is also fading but it is still a high-engagement platform because of its interactive content and real-time engagement.

TikTok has surpassed YouTube in engagement rate and now has an engagement rate of 4.86%. Its median engagement rate was 5.14% in January 2024 which decreased to 4.56% in January 2025. Longer videos on TikTok are performing better and creators are making content that keeps users hooked. There is also a competition of short-form videos with YouTube Shorts and Instagram Reels being there so TikTok is no longer the only major player. 

Users have also complained about the content being more polished and predictable on TikTok because of the increase in the presence of brands. YouTube Shorts are quickly catching up with TikTok, with a median engagement rate of 4.41%. Its median engagement rate increased from 3.95% in January 2024 to 4.71% in January 2025. YouTube Shorts is doing well because its content is more discoverable than TikTok, there is higher audience intent and there are more ad revenue opportunities for creators.

In January 2024, Pinterest’s median engagement was 3.08% which increased to 5.26% in January 2025 which shows that it has potential for long-term engagement. Pinterest is a search-driven platform which means that users actively seek out content there and pins get longer engagement, unlike engagement on other platforms which fade quickly. Most users are also using Pinterest as a search engine for ideas and inspiration. Facebook’s engagement rate is as steady as ever at 5.45% over the past year mostly because of Facebook groups, demographic engagement, and new monetization tools.

X has recently seen a drop in its engagement, from 3.47% in January 2024 to 2.15% in January 2025, which makes it the second-lowest platform in terms of engagement after Instagram. There have been major algorithm changes on X which are prioritizing subscribers and recommended content instead of organic reach and there's a lot of lurking behavior seen on the platform with users passively consuming the content without liking or commenting. Many creators have left the platform as well because of its instability and frequent policy changes.

So, if you are making a strategy for your content and need a platform that can get you the highest engagement, make sure to pick one that aligns with your goals. Each platform has a different content requirements so adapt your strategy in a way that goes well with all platforms if you are posting on multiple apps. LinkedIn and Facebook prefer quality over quantity, while platforms like TikTok, Instagram, and YouTube Shorts want frequency as well. Consistently engaging in real-time conversations on platforms like Threads and X will help you build a community and get high engagements. 

 H/T: Buffer Blog.