Despite being one of the most established social networks, Facebook continues to face a significant decline in user engagement. The study highlights a 9.25% drop in interactions and a 5.31% decrease in overall engagement. However, Facebook Reels show a slight improvement in engagement (+4.83%) and interactions (+0.12%).
Strategic Recommendation: Brands should focus on reels content instead of standard feed posts. This format is not only seeing higher engagement, but it also aligns with the trends of germany mobile number short, engaging content preferred by today’s users .
2. X (Twitter): Quality over Quantity
Platform X has seen a significant increase of 98.24% in impressions, although posting frequency has decreased. Brands are opting for a higher quality content strategy, resulting in an 8.85% growth in engagement.
Strategic Recommendation: Posting high-quality content less frequently is more effective. Encouraging interaction through discussion and thought-provoking content can maximize impressions and engagement on X.
3. YouTube: Increase in Interaction
YouTube remains a powerful platform for brands, with engagement up 12.38%. The platform has seen a slight decline in engagement, but growth in engagement metrics (likes, comments, and shares) indicates that users are engaging more actively.
Strategic Recommendation: Prioritizing the creation of high-quality content that encourages interaction, such as informative and entertaining videos, can help maintain and increase audience engagement.
4. TikTok: The Fastest Growing Social Network
TikTok stands out for its ability to help brands grow quickly. Reach on the platform has increased by 65.16%, and although engagement has decreased, interactions have increased slightly (+1.82%).
Strategic Recommendation: Maintaining a high posting frequency with creative and authentic content is key. Taking advantage of TikTok trends and challenges can significantly increase brand visibility and reach.
5. Twitch: Reduction in Quantity, Increase in Duration
Twitch has seen a decline in posting and viewing frequency, but streamers are increasing the length of their streams. Subscriptions have also declined, suggesting a continued challenge for the platform.
Strategic Recommendation: Content creators should focus on the quality and length of their streams to keep their audience's attention. Implementing strategies to increase subscriber engagement and loyalty can help reverse the negative trend.
6. Instagram: Mastery of Reels
Reels continue to be the preferred format on Instagram , with an 8.23% increase in their publication. However, stories and posts have experienced a decline.
Strategic Recommendation: Brands should focus on creating high-quality and engaging reels. Ensuring that the content is relevant and visually appealing will help maintain engagement and reach on the platform.
7. Pinterest: Focus on Posting Frequency
Pinterest has seen a 5.27% increase in weekly posting frequency, although impressions have decreased by 28.04%.
Strategic Recommendation: Brands should focus on improving the quality of pins and optimizing the use of keywords and descriptions to increase impressions. Maintaining a consistent posting frequency is crucial to maintaining visibility on the platform.