Social media engagement is down across the board

How's your engagement been on social media lately?

If the answer is "not as good as it used to be," you're not alone.

RivalIQ analyzed more than 4 million posts and 9 billion (!) likes, comments, and shares across Facebook, Instagram, TikTok, and X/Twitter for its 2025 Social Media Benchmark Report.

The verdict?

Social media engagement is down across the board. Engagement fell on all four of the big platforms. Facebook dropped 36%, Instagram 16%, TikTok 34%, and X/Twitter dropped the most at 48%.

The report concludes, "brands had to work harder than ever to keep their audiences interested."

You can say that again....

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