If you have noticed changes in your organization’s social media metrics, new data from Buffer can help you understand what’s going on. 

Engagement rates declined for Instagram, LinkedIn, and Threads, while rates for Facebook, Pinterest, and TikTok saw a slight increase and X saw a significant increase.

Some possible reasons for these changes include:

• Business discussions have moved from X to LinkedIn.
• LinkedIn changed its algorithm in July 2025.
• Threads has experienced growth in active users, which may mean more competition for attention.
• Instagram has turned its focus to Reels, leading to a decrease in feed post engagement.
• Engagement per post increased on X, but the engagement rate is still low overall at 2.8% (up from 2.0%).

A deeper look at the data shows that these changes in engagement rates are relatively minor. However, social media marketers can use this data to ensure that they are staying relevant to their target audiences with content that is in step with their interest and values.