Buffer releases its study on social media engagement rates. Which platforms are leading the way? Find out below.
Engagement rate measures the interest a piece of content generates by measuring interactions (likes, comments, shares, clicks) in relation to audience size. For social media professionals, engagement rate has become one of the most important metrics, as it allows them to measure the actual performance of a piece of content beyond simple reach or number of followers. It is calculated as follows: total interactions / total impressions × 100. This gives a percentage.
But which social networks should you prioritize to optimize this engagement rate? Buffer, a social media planning platform, answers this question through a study published this Monday, April 7, 2025. Let’s take stock!
LinkedIn, leader in engagement rates
Over the past year, LinkedIn has been well ahead of its competitors (see cover image). The professional social network boasts an engagement rate of 6.50%. It is ahead of Facebook, which, contrary to popular belief, continues to generate strong activity, then TikTok. At the bottom of the rankings, we find X, the ghost of Twitter, then Instagram. Despite adopting many of TikTok’s features, Instagram seems to be struggling to break its users’ passive state. Here is the ranking of social networks based on their average engagement rate between January 2024 and January 2025:
- LinkedIn: 6.50% engagement rate
- Facebook: 5.07%
- TikTok: 4.86%
- Threads: 4.51%
- YouTube: 4.41%
- Pinterest: 3.46%
- X (Twitter): 2.31%
- Instagram: 1.16%
Engagement rates: what changes since 2024?
How did these platforms evolve during 2024? Once again, LinkedIn is one of the social networks that has seen the most growth. At the beginning of 2024, the platform was already No. 1 on this metric, with an engagement rate of 6%. Throughout the year, it saw linear growth, reaching 8.01% in January 2025. The only other social network to have experienced a similar trajectory is Pinterest, which went from an engagement rate of 3.08% to 5.26%, surpassing X, Threads, TikTok, and YouTube.
The two dunces in terms of engagement rate are X (3.47% vs. 2.15%), which plunged between January and May before stabilizing, and Instagram (2.94% vs. 0.61%), whose peak observed during the summer was not sustainable.
We’re consuming more content than ever before. With the dominance of Reels and Stories, users are watching more, but interacting differently: passive engagement is on the rise […] Saves, private messages, and shares are increasing, but these interactions aren’t contributing to public engagement metrics, Buffer observes of Instagram.
Buffer’s Tips for Generating Engagement in 2025
For professionals, however, Buffer reminds us that engagement rate remains just one metric among others. To choose the right platform, the study concludes with some more general recommendations:
- Choose your platforms according to your goals: A high engagement rate doesn’t necessarily indicate the best option, as each network has its strengths. Some maximize reach, while others encourage discussion or highlight video content.
- Adapt your formats to the context of each network: The same message doesn’t work everywhere. Focus on carousels on LinkedIn, Reels on Instagram, eye-catching videos on TikTok, or lasting visuals on Pinterest. Create content designed for each use case and audience.
- Post at the right pace for each platform: The ideal frequency depends on each network. LinkedIn and Facebook favor spaced-out but polished content. TikTok, Instagram, and YouTube Shorts value regularity. On X or Threads, immediacy is paramount, with continuous exchanges.
