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Keys for brands squeeze social networks until the last drop in 2025


The social networks ecosystem is constantly at the mercy of the changes and trends born from their guts, also those that have apparently more packaging, are often a flower flower. In this sense, The brands that decide to shelter under the beatific shadow of platforms 2.0 must be permanently an avizor eye so that the strategies that put into practice do not remain obsolete.

To help brands navigate in the stormy waters of social networks, where the algorithms, formats and behaviors of users are eternally mutable, Metricool has just published his «Study of Social Networks 2025»which leaves the shell to become a kind of compass for advertisers on platforms 2.0 during the coming months.

The conclusions of the Metricool investigation are anchored in the detailed analysis of More than 21 million posts and 1.3 million accounts In eight different social networks: LinkedIn, Tiktok, Instagram, Facebook, YouTube, Twitch, Pinterest and X.

The Metricool study analyzes the evolution of each of those 2.0 platforms during the last year and It provides keys for brands to obtain maximum performance in them during the last year.

1. LinkedIn

With a 99% growth in “engagement”LinkedIn was revealed as an absolutely indispensable network for brands in 2024. On this platform they triumphed particularly during the last year formats such as the carousels, the “Newsletters” and the videos, which saw their number of impressions increased in a 16, 5%.

  • Tip for brands: take advantage of the “engagemet” linkedin rise

In 2025 brands should take advantage of formats such as The carousels, the “Newsletters” and the short videos To successfully surf the wave of upward “engagement” in the Professional Social Network of Microsoft. Bracking users of this platform with content that contribute true added value and useful “insights” is key to triumphing in LinkedIn, where they enjoy in general terms of much predicament formats such as the “Cases Studies” and the learning of a practical nature.

2. Tiktok

In 2024 Tiktok saw its range increased by 70%, but The “engagement” ratio in this social network starred, on the contrary, a prolapse of 17% as long as the density of content on this platform intensified the competence for the attention of the audience. In addition, and although the reproduction time of the videos uploaded to Tiktok hit the stretch over the last year, metrics such as the “likes” and the “shares” contracted.

  • Tip for brands: try to maintain the scope despite the downward “

To continue being anointed with success at a time when “engagement” ratios are decreasing in Tiktok, brands must rely on the STRATEGIC PLANNING OF CONTENTS. The formats in which the “storytelling” has a lot of weight and the serialized contents (which are easily recognizable for the user) help in general terms to retain the audience in the long place and encourage it to return to Tiktok to supply more content.

3. Instagram

In 2024 the traditional posts on Instagram achieved 21% more reachwhile the Reels lost 20% of their visibility. The brands that in the last year bet on Instagram’s quality content saw their position in this social network, where fucking impressions in Reels grew by 26.29%.

  • Tip for brands: Rehexing traditional posts on Instagram

As long as the classic posts are increasing their scope on Instagram and Reels are losing, on the contrary, visibility, Brands should concentrate on this social network on high quality images, in carousels (to be possible of an informative nature) and in the “captions”, detailed and with a hook to try to maximize its organic scope in the finish line.

4. Facebook

During the past year the classic posts on Facebook suffered a 41%drop, while The reels starred a growth of 13%. Although the social network of Meta does not clearly crossed because of its best moment, the truth is that Facebook still has the Vitola to be the largest 2.0 platform with more than 3,000 million active users worldwide.

  • Tip for brands: you take advantage of the “engagement” of the reels

The popularity of traditional posts on Facebook has been seriously diminished during the last year, so Brands should bet on reelswhich is, after all, the only format that is growing in this social network. It is simultaneously a good idea that brands encourage interactions by their community supporting, for example, in exclusive content.

5. YouTube

Videos visualizations on YouTube increased by 8% in 2024, While the number of “Dislikes” shot 11% on Google’s video platform. The “engagement” collapsed, on the other hand, 13%, which suggests that the competition is up to this platform.

  • Tip for brands: focus on the production of quality content to achieve better “engagement” ratios

Since the “engagement” ratios are down on YouTube, Brands should concentrate on lighting longer and better documented videos that contribute true added value to the audienceto which formats such as the tutorials, the videos «How-To» and the contents «Behind-The-Scenes».

6. Twitch

In 2024 the subscriptions sank 88% on Twitchalthough the smallest channels continued to grow slightly on this platform, where monetization models clearly need to be more attractive.

  • Tip for brands: find new alternatives for monetization

Brands need to provide New monetization models to prosper on Twitch. Collaborations with brands, “crowdfunding” models such as Patreon or the offer of their own subscriptions can be erected in powerful alternatives for “streamers” and companies on this platform.

7. Pinterest

Impressions fell 28% in Pinterest in 2024, but The CTR simultaneously hit a jump of 55%. In this social network the user’s behavior is becoming much more specific and has the focus increasingly on high quality pins.

  • Tip for brands: try to compensate the downward scope with more clicks

In Pinterest the brands would do well to concentrate on optimized pins from the point of view of SEO and with very clear calls to action. Since the CTR has fired 55% on this platform during the last year, links with an optimal site and descriptions conveniently optimized can end up translating themselves into valuable «Leads».

8. X

In X the impressions hit a 50% stride during the last yearalthough the frequency of publication on this platform descended, which is rewarding in general terms the quality content.

  • Tip for brands: prioritize quality over quantity

In X brands should publish less content, but simultaneously cover more quality to that content with the last objective of seeing its organic scope in the form of discussions and appointments. A segmented Hashtags strategy can also help brands to obtain greater visibility in X.



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