📉 Engagement Falling on Instagram, LinkedIn and Threads

A new report from Buffer, based on 191K+ accounts and tens of millions of posts published through the platform in 2025, shows engagement declined on Instagram, LinkedIn and Threads.

At the same time Facebook, Pinterest and X saw small increases, while TikTok engagement remained roughly unchanged year over year.

Buffer points to several factors:

➡️ more content competition across platforms
➡️ LinkedIn algorithm changes introduced in mid-2025
➡️ Threads user growth spreading attention thinner
➡️ Instagram prioritizing Reels over regular feed posts

Some useful format insights from the data:

✔️ Reels get about 36% more reach on Instagram
✔️ Carousels still generate about 12% more engagement than Reels
✔️ LinkedIn carousel posts get roughly 3× more engagement than images or videos

Another notable finding: posts where creators reply to comments see significantly higher engagement, especially on Threads (+42%), LinkedIn (+30%) and Instagram (+21%).

Overall takeaway is simple. More content is being published every year, which makes organic reach harder to get across most platforms.

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