Social media management tool Metricool has released its annual social media study. The comprehensive report analyses more than 21 million posts from more than 1 million accounts across 8 social media platforms.

Insights:

• LinkedIn interactions are up by 99% and clicks by 122%
• Posts on Instagram are on the rise, with reach up by 21%
• TikTok average watch time is up by 70%
• Posting frequency + engagement on X is down by 30%
• 11% increase in dislikes on YouTube

KEY METRICS

Focus on: growth.

The larger the audience, the better the results.

Focus on: reach. 

KEEP IN MIND

• YouTube is the leading platform for visibility with exceptional maintained performance even as accounts grow.
• TikTok is positioned as another solid option, although its effectiveness decreases in larger accounts, losing some of its initial advantage.
• X, LinkedIn, and Instagram posts show low scalability. This also confirms the difficulties in reaching a significant number of followers through content.

Focus on: interactions. 

KEEP IN MIND

• YouTube also dominates in terms of interactions especially with larger numbers of followers, with a significant advantage in average interactions per follower compared to other platforms.
• Consistently low performance on X and Facebook Reels which has a negative on content interaction ratios.
• TikTok is also good for interactions, but content performance decreases by almost 50% when the number of followers grows, showing less scalability.

Focus on: engagement. The metric that defines the health of a social media presence.

KEEP IN MIND

• LinkedIn leads in engagement showing exceptional performance in proportion to its audience size. Although its total interactions are lower, each interaction has a higher proportional weight.
• YouTube and Facebook Reels stall in success generating a large number of total interactions, but not growing in the same proportion as followers and impressions, which dilutes the relative interaction percentage.
• Facebook Posts and Instagram Reels stand out for consistency, managing to outperform the average in both interactions and engagement rate, albeit with tighter margins in larger accounts.

For the full report, visit metricool.com.