Does the engagement rate need a reality check in 2025?

Perhaps you know the feeling. You create high-quality content, analyse your target audience, plan your posts strategically, and yet there is still no response. The likes are dwindling, the comments are stagnating, and your reach seems to be declining, even though you are following all the recommendations.

Social media rules have changed fundamentally. Platforms such as Instagram, LinkedIn and TikTok no longer only evaluate publicly visible interactions. Many of the most valuable reactions now happen behind the scenes. Content is saved, sent in direct messages or discussed in group chats. At first glance, these activities are not measurable, but they have a direct impact on the visibility and impact of your content. At the same time, the way engagement is measured is changing. Whereas follower numbers used to be the basis, many platforms and tools now use a new formula.

If you use social media professionally, now is the right time for an honest reality check. In this article, you will learn how the importance of engagement rates is changed in 2025, why old metrics are no longer sufficient and which strategies will really help you.

Why you should know two formulas for engagement rate in 2025

The engagement rate is one of the best-known metrics in social media marketing. It shows how strongly your target group interacts with your content. This includes reactions such as likes, comments, shares or saved posts. Story replies and link clicks are also included, depending on the platform.

For a long time, the engagement rate was calculated everywhere using the same formula.

Engagement rate = Interactions divided by number of followers x 100

This method was simple and quick to apply. However, it is now losing its significance.

This calculation has become commonplace because it delivers quick results. But it is no longer sufficient. Many platforms and analysis tools are now relying on a new formula:

Engagement rate = Interactions divided by impressions x 100

Why is this important?

The new formula does not take into account how many people follow you, but how many have actually seen your post. This provides a much more realistic picture of how relevant your content really is.

A brief example

A post generates 150 interactions and has been viewed 3,000 times. According to the new formula, your engagement rate is 5%. The classic formula based on the number of followers could show a significantly higher rate, even though many of your followers have not seen the post at all.

Engagement-based evaluation based on impressions leads to greater transparency and better comparability. It is a more reliable analysis tool, especially when organic reach fluctuates.

Why your numbers are dropping even though you’re getting better

Your content is improving, but your figures are looking worse? You’re not alone. Many people are experiencing exactly this problem. The reason is not the quality of your content, but the way platforms measure engagement today.

What has changed

• Private interactions have increased significantly.
  Content is:
  
  • saved
    
  • shared in direct messages
    
  • forwarded in groups
    →These actions are not publicly visible, but they are important for the algorithm.
    
• Less visible likes and comments
  Public reactions are decreasing, although the actual impact is often greater.
  
• New calculation methods
  Engagement is increasingly based on impressions, not followers
  → This automatically lowers rates, even if you deliver good content.

Why this is problematic

• You see fewer interactions, even though they are actually happening.
  
• Your numbers are falling, even though your content is performing better.
  
• You rate yourself lower than your community actually does.

What you can learn from this

• Focus on impressions, not followers.
  
• Keep an eye on DMs, saves and shares too.
  
• Analyse not only what is visible, but also what really works.

What really constitutes a good engagement rate today?

There is no longer such a thing as an ideal engagement rate. It varies greatly depending on the platform, target audience and content format. What used to be considered ‘good’ will no longer be the benchmark in 2025. Many rates have fallen, even though the quality of content has improved.

What these numbers really mean

• A good engagement rate depends heavily on the channel.
  
• Micro and nano creators often perform significantly better than large accounts.
  
• LinkedIn and YouTube Shorts are the platforms with the highest potential.
  
• Instagram is losing engagement, especially in terms of public reactions.
  
• Facebook remains solid for existing customer care.
  
• X is hardly used strategically by many brands anymore.

Platform ranking: Winners, losers and how you should respond now

Not every social media platform offers you the same opportunities as in previous years. Some are losing relevance significantly, while others are rapidly gaining influence. If you want to future-proof your social media strategy, you need to know exactly where your engagement is worthwhile and how to best use your resources.

The winner

LinkedIn
LinkedIn has evolved from a digital CV to an active content platform. The algorithm favours posts with genuine discussions, expertise and clear positioning. Brands that come across as authentic and involve their employees achieve high reach and strong community loyalty here.

What you should do:

• Activate personal profiles from within the company.
  
• Focus on added value rather than advertising.
  
• Comment and network regularly.

YouTube Shorts
YouTube is benefiting massively from the success of its Shorts feature. Short videos achieve high reach, especially when they are informative, entertaining or surprising.

What you can do:

• Produce short formats from existing content.
  
• Use series formats to build user loyalty.
  
• Link to longer content on your channel in a meaningful way.

The swing candidates

TikTok
Although TikTok continues to show strong engagement rates, the hype has flattened somewhat. Users have become more critical, and technical uncertainties such as the possible US ban have also caused caution. Nevertheless, TikTok remains attractive for organic growth and viral campaigns.

Watch out for:

• Keep an eye on regulatory developments.
  
• Focus on authentic, fast-paced content.
  
• Use TikTok as a testing ground for new formats.

Instagram
Instagram is losing public engagement, but many users continue to interact intensively, albeit in private. The focus is shifting to saved content, direct messages and story interactions. This is significantly changing content planning and success measurement.

Keep in mind:

• Produce content that will be saved or shared.
  
• Use story stickers, polls and DMs for direct interaction.
  
• Avoid purely visual posts with no added value.

The defeated

Facebook
Facebook remains a platform for community management, but is rapidly losing importance among younger target groups. The platform is hardly relevant anymore for viral reach or creative campaigns.

Your options:

• Use Facebook for regular customers, events and groups.
  
• Do not prioritise organic growth.
  
• Only invest in specific target groups.

X (Twitter)
The platform has lost a significant amount of interaction. User activity has declined, and the overall momentum appears to have slowed. Only a few specialised topics still attract an active target group.

Think about this:

• Consider carefully whether your target group is still active there.
  
• Only use X for niche topics.
  
• Do not plan broad campaigns on this platform.

Beyond the Numbers: How to recognise and measure genuine engagement

Numbers are important. They help you evaluate your content, identify trends and improve strategies. But it’s no longer enough to rely solely on likes, comments or saved posts. Real engagement is evident when your content moves people. This often happens beyond the obvious metrics.

What you should really pay attention to

• Who interacts with you?
  Don’t just ask yourself how many people respond, but who they are. Are they genuine followers, potential customers or active community members? Quality beats quantity.
  
• What content triggers conversations?
  Posts that ask questions, allow opinions or provide personal insights often generate deeper interaction. Even if they get fewer likes, they are often more valuable.
  
• Where does the engagement take place?
  Not every exchange happens publicly. DMs, shared content and reactions in groups also count. This form of interaction also shows that your content is having an impact.
  
• What happens after the interaction?
  Does someone click on your profile? Do they visit your website? Do they subscribe to your newsletter? These steps are often more decisive than a single like.

Conclusion

2025 is no longer the year of perfect numbers, but the year of relevant connections. It’s about trust, recognition and genuine relationships with your target audience. Visible likes or comments are only a small part of the picture. The real impact of your content often shows up in the background, in saved posts, shared content or personal conversations. The best strategies are therefore not based on rigid benchmarks, but on goals that fit your brand. When you know what engagement really means to you, you can plan content more effectively, engage your community more deeply, and measure your success more sustainably. Engagement is no longer a simple metric, but an interplay of visibility, trust, and genuine relevance. Use numbers as a guide, but always base your decisions on how much your content moves your community. That is your decisive competitive advantage.