Social networks in 2025: TikTok and YouTube dominate, Instagram is losing momentum. Discover the key trends and strategies to adopt to stay visible!
The evolution of social networks in 2025 is disrupting the strategies of content creators and brands. TikTok and YouTube confirm their dominance while Instagram struggles to maintain its position. An in-depth study by Metricool, based on more than 21 million publications between 2023 and 2024, reveals the key trends of this changing ecosystem.
YouTube and TikTok, the undisputed leaders of social networks in 2025
TikTok: meteoric growth that shows no sign of slowing down
TikTok continues to attract users with a powerful algorithm and an ability to viralize content in record time. In 2024, the platform recorded a 70% increase in content reach and a 71% increase in watch time. With over 1 billion monthly active users, TikTok has become a must-have for brands and influencers.
According to Metricool's study, TikTok generates 84,% more views than Instagram Reels. Short-form video dominates the market, and TikTok is the absolute master.
YouTube Shorts: Google’s response
With its 2.7 billion active users, YouTube remains the benchmark for video content. The platform saw its views increase by 8 % in 2024, driven by the rise of Shorts which now accumulate 90 billion views per day.
However, YouTube faces a paradox: despite the increase in video consumption, its engagement rate has dropped by 13%. Users are watching more content, but interacting less. The battle of short formats continues between YouTube Shorts, TikTok and Instagram Reels.
Instagram Losing Speed: The End of an Era?
Metricool's study shows a clear slowdown for Instagram in 2024. The numbers speak for themselves:
- Post reach increased by 21 % compared to 2023.
- The Reels, once a growth engine, have lost 20 % of their litter.
- Reel interactions dropped by 17.8 %, while Post interactions increased by 21.57 %.
- Stories, once very popular, saw their posting frequency drop by 33.44%.
Instagram is no longer the undisputed leader it once was. While Reels remain dominant in terms of impressions, they are losing influence. Carousels of posts up to 20 images are increasingly popular, attracting new content strategies.
Facebook and LinkedIn: two opposing trajectories
Facebook: a declining behemoth
Despite its 3 billion monthly active users (+3.4 billion in one year), Facebook is struggling to maintain the engagement of its audienceThe platform recorded a 41% drop in the reach of publications and a 30% drop in the overall engagement rate.
However, one segment is holding out: Facebook Reels, whose reach has increased by 13%. Recycled from Instagram, these videos allow Facebook to maintain a minimum of dynamism.
LinkedIn: the surprise of 2025
LinkedIn has undergone a real revolution. With 1.5 billion profiles and 310 million monthly active users, the platform has seen interactions climb by 99% and clicks increase by 122%. Newsletters, carousels and short videos have largely contributed to this growth.
LinkedIn has evolved from a simple professional network to a full-fledged social network, offering increased visibility to brands and content creators.
Twitch, X and Pinterest: Divergent trajectories
Twitch in crisis
Twitch is facing major challenges. While the platform still has 21 million active streamers, it has seen an 88% drop in paid subscriptions and an 84% drop in posting frequency. Competition from YouTube Live and Kick is making itself felt.
X in full turbulence
The social network formerly known as Twitter is going through a difficult period. Post frequency has dropped by 38%, although impressions have increased by 50%. Contested governance and the exodus of advertisers are weakening the platform.
Pinterest: traffic champion
Pinterest records a 55.% increase in clicks, confirming its decisive role in generating web traffic. However, video is struggling to break through on the platform, with a 54.12TP4T drop in video impressions.
What strategies should we adopt for 2025?
The Metricool study highlights several strategic axes:
- Prioritize short videos : TikTok, YouTube Shorts and Instagram Reels remain the most engaging formats.
- Bet on LinkedIn : the platform becomes an essential communication channel.
- Using Pinterest to Drive Traffic : an excellent lever for brands and blogs.
- Adapting strategies on Instagram : diversify formats with more carousels and classic publications.
- Explore Twitch Alternatives : YouTube Live and Kick offer new opportunities for streamers.
Social media in 2025 continues to evolve at breakneck speed. While TikTok and YouTube dominate, other platforms are trying to reinvent themselves to capture users' attention. The future of digital strategies lies in constant adaptation to new trends and algorithm changes.