Social media is constantly evolving, and to understand where it is headed in 2025, Metricool has analyzed more than one million accounts and over 21 million posts across eight different platforms. The result is a detailed report on trends, algorithm changes and opportunities for content creators and brands. Below, we present the most relevant key takeaways from the study.

Mastery of the video format

Video content continues to be the main protagonist. From TikTok and Instagram to YouTube, Facebook and LinkedIn, all platforms have opted for this format due to its ability to generate reach and interaction. Even X (Twitter) has incorporated a tab for direct access to videos, demonstrating that the audiovisual format is the main way to capture the attention of users.

In addition, the algorithms of networks such as Instagram, YouTube and TikTok are favoring quality of content over quantity of followers, allowing smaller accounts to gain visibility if they achieve a high level of engagement.

Analysis by platform: 8 key findings

• Facebook: It remains the social network with the most users (3 billion monthly active users), but its key metrics are in decline.
• Instagram: reels have lost some reach (-20%), but carousel posts have increased their performance (+21%).
• TikTok: Continues to be the network with the greatest reach and growth (+70%).
• YouTube: It is positioned as an all-terrain platform, with a strong dominance of both long-form and short-form video.
• LinkedIn: It has gone from being an employment network to a more social platform, with engagement up 99% and a 122% increase in clicks.
• Pinterest: It has increased its traffic to websites by 55%, consolidating itself as a great tool for conversion.
• X (Twitter): Has reduced its posting frequency (-38%), but impressions have grown by 50% due to less competition in feeds.
• Twitch: It has experienced a significant drop (-88% in subscriptions and fewer retransmissions), losing ground to other live content platforms.

Where is it easier to grow?

For those looking to grow their social media presence, YouTube, TikTok and LinkedIn offer the best opportunities for growth, as they favor organic reach and interactions. In contrast, X, Twitch and Instagram Posts present greater difficulties due to content saturation and algorithm restrictions.

Recommended strategies for 2025

• Take advantage of trending formats: Carousels on Instagram, Shorts on YouTube and videos on TikTok are key tools to increase visibility.
• Encourage interaction: Engagement is still the main factor for algorithms to recommend content, so it is essential to generate conversation and participation.
• Don’t forget conversion: Networks like Facebook and Pinterest are ideal for driving traffic to websites, so they should be included in any results-focused digital strategy.

Metricool’s 2024 study makes it clear that video continues to dominate, that engagement is key to growth and that each platform has its own ecosystem with unique opportunities. Brands and creators that manage to adapt their strategies to these trends will be able to maximize their presence and better connect with their audiences in 2025.