ECNETNews has reported on the release of the 2025 Social Media Report, which analyzes more than 1 million social media accounts and 21 million posts across eight major platforms. This comprehensive report identifies critical trends influencing the digital landscape, particularly the rise of video content and evolving audience preferences across platforms.
LinkedIn and Pinterest Surge, TikTok Remains Dominant
The findings reveal that LinkedIn is emerging as a leader in engagement, with a remarkable 99% year-over-year increase in interactions and a 122% rise in clicks. The platform’s engagement rate of 13.87% signifies its growth beyond professional networking, attracting influencers and content creators.
Pinterest has also experienced significant growth, showcasing a 55% increase in clicks since 2023, reaffirming its status as a premier platform for brands focused on visual discovery and referral traffic.
TikTok continues to dominate audience engagement, reporting a 71% year-over-year increase in total watch time, further solidifying its position as the leading video-first platform shaping digital culture.
Platform Performance Breakdown
- YouTube maintains its status as the top platform for visibility, averaging 82 impressions per account and retaining a stronghold in video content despite rising competition.
- Facebook experienced a 41% drop in post reach; however, conversions are on the rise, with Reels’ reach increasing by 13% and an impressive 6.7% engagement rate, sustaining its relevance for brand marketing.
- X (formerly Twitter) regained momentum with a 50% increase in impressions, demonstrating resilience amid platform uncertainties.
- Instagram reported mixed results, with a 21% rise in post reach, while Reels reach fell by 20%, indicating a shift in algorithm priorities toward traditional posts.
- Twitch faced an 88% decline in subscriptions, raising questions about its long-term appeal in the streaming market.
This report highlights the changing generational preferences in social media usage, with Gen Z gravitating toward TikTok, Millennials favoring Instagram, and professionals increasingly embracing LinkedIn. These insights underscore the need for tailored, platform-specific strategies for brands and marketers.
“The rapid rise of video-first platforms and changing user demographics are reshaping social media strategies,” said a spokesperson from ECNETNews. “Our analysis indicates that platforms like LinkedIn and Pinterest are experiencing remarkable engagement, emphasizing that the future of social media will prioritize authentic, video-driven interactions that resonate with all generations. Engagement remains critical, as algorithms favor posts that garner high interaction, making it necessary for brands to connect with their active and engaged audiences.”
ECNETNews’ analysis incorporated data from 1,387,457 social media accounts and 21,211,149 posts collected from September 2023 to September 2024 across TikTok, Instagram, YouTube, X, LinkedIn, Pinterest, Facebook, and Twitch.
