Plus, introducing goals and recommended posting times! ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
We talk a lot at Buffer about showing up consistently on social — but there's always been one question creators and small businesses ask us again and again: "When should I post?" We've crunched the numbers (millions of them), tested across platforms, and finally rolled that research straight into Buffer. Now, when you set a posting goal, Buffer will automatically add optimized posting times to your schedule — so you're not just showing up, you're showing up when it counts. As someone trying to post three to five times a week across LinkedIn, Threads, and TikTok — in a totally different time zone from much of my audience — this update has taken a lot of guesswork out of my workflow. I've even hit a 15-week posting streak. Just saying. If you're ready to build your own streak, this update's for you. Let's get into it. Have a lovely weekend, and we'll see you next Friday! |
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| Warmly, Tami & the Buffer team |
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š What's in this issue – 4 minute read |
š» The latest content on the blog š° Social media news and features to note šŖ Dive into our latest data on the engagement rates of 8 social platforms - š¬ Our latest YouTube video
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š The latest from the blog |
Learn the best times to post on every social media platform in 2025 Dive into everything you need to know about the Facebook algorithm Get verified on Instagram in 2025
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The Engagement Rates of 8 Social Media Platforms in 2025 |
If you think Instagram still rules social media engagement, think again. Buffer analyzed millions of posts across major social platforms, and the latest data reveals some surprising shifts: Here's a quick rundown: - LinkedIn is soaring š — topping the charts with an average 6.50% engagement rate, climbing steadily to 8.01% over the past year. Thanks to less content saturation and an algorithm favoring conversation, LinkedIn is now the go-to for organic reach and meaningful interactions.
- Pinterest is quietly thriving — jumping from 3.08% to 5.26% engagement in a year, driven by evergreen, search-friendly content and long-term visibility.
- Threads has cooled off — after a big launch, it dropped from 4.76% to 3.60%, stabilizing as more users joined and algorithms shifted from chronological to ranked feeds.
- Instagram is changing, not declining — despite the lowest public engagement rate (1.16%), private interactions like DMs and saves remain strong, signaling a shift toward behind-the-scenes engagement.
- TikTok remains strong but shifting — engagement dipped slightly from 5.14% to 4.56%, with the algorithm now prioritizing watch time over likes. Longer videos (over one minute) tend to perform better.
- YouTube Shorts is catching TikTok — engagement rose from 3.95% to 4.71%, boosted by discoverability and creator monetization opportunities.
- Facebook stays steady — consistently hovering around 5.45%, driven mainly by active engagement in Groups.
- X/Twitter engagement is dropping — declining from 3.47% to 2.15%, facing challenges from algorithm changes and creator uncertainty.
What does this mean for your strategy? - For deep conversations and organic reach: Choose LinkedIn and Facebook.
- For evergreen, long-term content: Pinterest is your platform.
- For viral potential and high reach: TikTok and Instagram still reign.
- For real-time engagement: Threads and X remain best.
- Optimize content by platform: LinkedIn loves discussions and carousels; Instagram thrives on Reels; TikTok rewards retention; Pinterest favors guides and infographics.
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| š¤³ What's happening in social? |
LinkedIn shares new video creation tips …tests video trends to encourage engagement …and adds video sharing to DMs YouTube shares tips on how to create engaging shorts Instagram launches monthly performance recaps …is improving its search …and developing an iPad app - X is testing a DM revamp
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š "I doubled my follower count with Buffer" |
We pride ourselves on being an excellent tool for creators and business owners to grow on social media — and our users are more than happy to back us up. Reid says: "Doubled [my] follower count and engagement has gone up 4x" Want to skyrocket your growth? Get started with Buffer today! |
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Which Social Platforms You Should Be On as a Creator with Lindsey Gamble |
In this episode of Buffer Chat, Kirsti sits down with Lindsey Gamble — Influencer Marketing and Creator Economy Consultant, Advisor, and Speaker — to tackle one of the biggest questions every creator faces: Which social media platform is right for you? |
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One last thing before you go š |
Take this 2-minute survey to help us make this newsletter exactly what you want it to be. |
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