Social media is constantly evolving, and understanding the trends can make the difference between success and irrelevance. This analysis is based on data from Metricool, with a sample of over 1 million accounts and 21 million posts in 2024. Here are the most relevant findings.

Analyzed Social Media Platforms

To provide context, these were the evaluated platforms:

• Facebook: 662,338 accounts | 338,313 posts.
• Instagram: 391,463 accounts | 16,574,627 posts.
• TikTok: 100,667 accounts | 1,228,101 posts.
• LinkedIn: 55,575 accounts | 519,209 posts.
• YouTube: 49,107 accounts | 772,547 posts.
• X (Twitter): 24,909 accounts | 1,267,544 posts.
• Pinterest: 12,571 accounts | 420,504 posts.
• Twitch: 12,982 accounts | 90,347 posts.

Accounts were classified by their number of followers:

• Tiny: 0-500 followers.
• Small: 501-2,000 followers.
• Medium: 2,001-10,000 followers.
• Big: 10,001-50,000 followers.
• Huge: 50,001+ followers.

Main Findings: Where is the Potential?

This study will help you define which social media platforms to focus on based on your business or personal brand.

Pinterest saw a growth of 55% in clicks.
Twitch lost 88% of its subscribers compared to the previous year.
LinkedIn increased 99% in interactions, positioning itself as one of the fastest-growing networks.
X (Twitter) recorded a 50% increase in impressions.
Instagram increased its posts by 21%, but the reach of Reels dropped by 20%.
Facebook saw a 41% decrease in post reach, but a 13% increase in Reels reach.
TikTok increased the average watch time by 71%.
YouTube grew by 11% in 'Dislikes', which may indicate higher engagement and polarized reactions.
These data reflect that choosing the right platform is key to optimizing efforts on social media.

Where do small accounts grow the fastest?

Not all platforms are equally accessible for new creators. These are the networks that most favored the growth of small accounts in 2024:

• Instagram: 59.78%
• YouTube: 55.61%
• TikTok: 41.97%
• Twitch: 27.24%
• X (Twitter): 18.78%
• LinkedIn: 17.78%
• Facebook: 10.17%

This data is crucial for those starting from scratch and looking to maximize their growth.

Where is there more reach for new accounts?

While growing is important, achieving visibility is also crucial. The platform that helps small accounts the most is YouTube, with an average of 26.29 impressions per follower.

Keys to Choosing the Best Platform:

YouTube continues to lead in visibility, with exceptional performance that remains even for large accounts.

TikTok is ideal for rapid growth, although its effectiveness decreases as the account gets larger.

X, LinkedIn, and Instagram show lower scalability and require specific strategies to stand out.

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Conclusion

Video remains the star format: Whether in short or long format, videos dominate in reach and interaction.

Strategy according to the funnel stage: Not all platforms are equally effective at each stage. While some excel in visibility (YouTube, TikTok), others do so in engagement and conversions.

Authenticity and utility are key: Content that resonates emotionally or provides practical value is shared more and generates genuine connections.

If you are looking for growth on social media, choose your platform wisely according to your objectives and invest in authentic and quality content. 2025 is a year of opportunities for those who know how to adapt!

Would you like to know how to have a presence on social media by generating authentic connections with your community? Contact us, and we will help you.

Contact us! We are We make it Lab. hola@wemakeitlab.com

At We make it Lab, we are experts in understanding the challenges faced by entrepreneurs in the digital world. That's why we offer tailored solutions in web development and digital marketing, using cutting-edge technology. We help you grow in the online world. Contact us! hola@wemakeitlab.com

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