Both content creators and brands often feel that their social media posts do not garner as many responses as they used to, and this perception may indeed be supported by actual data.

An analysis of over 52 million posts made in 2025 highlights various changes in engagement rates. While some platforms show minor improvements, others are experiencing a decline in performance.

Drop in Engagement on Instagram, LinkedIn, and Threads

According to a study released by Buffer, engagement rates from 2024 to 2025 have decreased across several major networks. Instagram shows the most significant drop with a decline of about 26%, falling from a median engagement rate of approximately 7.3% to about 5.4%. Threads follows with a decrease of around 18%, while LinkedIn sees a reduction of about 5%.

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Several factors could explain these trends. First, competition is becoming fiercer on these platforms, with a significant increase in the volume of content being published. This surge in content naturally reduces visibility and interactions for each post.

The strategic decisions of the platforms also play a role. On Instagram, the focus on Reels may contribute to lowering engagement on traditional newsfeed posts. Meanwhile, LinkedIn has altered its algorithm during the year, which could affect content distribution.

Additionally, the growing number of users on Threads also creates more competition for grabbing attention.

But Some Platforms Are Improving…

Not all platforms are experiencing a downturn. The study points out that Facebook, Pinterest, and X have seen marginal increases in average engagement.

The most notable increase is on X, with a rise of about 44%. However, this growth is from a relatively low base, moving from around 2% to 2.8% engagement.

Pinterest also shows a significant increase of about 23%, while Facebook’s engagement has improved by about 11%. TikTok remains fairly stable, maintaining an engagement rate of around 4.5%.

These variations underscore a well-known reality in digital marketing, where each social network has its own dynamics and specific metrics.

Is Responding to Comments an Effective Strategy?

One of the more intriguing findings from the report is the impact of responding to comments. Data indicates that posts where creators or brands engage with commenters consistently achieve higher engagement.

On Threads, engagement can increase by about 42% when the poster responds to comments. The boost is about 30% on LinkedIn and 21% on Instagram.

This trend is also noted on Facebook and X, although the impact is more moderate there. For brands and creators, this highlights that social networks are primarily spaces for conversation.

It’s also evident that content format greatly affects performance. On Instagram, Reels may reach more people, but carousels tend to generate more interactions. On LinkedIn, these can even produce up to three times more engagement than images or videos.

In essence, publishing strategies need to be tailored to each platform, rather than following a one-size-fits-all approach…