What Works Best on Each Platform in 2025?
According to Buffer's analysis of millions of posts across platforms, the highest-performing content formats vary significantly by channel. But let’s be honest - that’s no surprise to anyone who’s spent time on social media.
The real question is: what actually works best on each platform in 2025? Fret not - we’ve broken it down so you can stop guessing and start creating content that cuts through.
Instagram
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Reels drive the most reach - 39% more than carousels and 122% more than single-image posts.
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But carousels lead on engagement, outperforming Reels by 12% and images by 114%
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So, what’s the takeaway?
Get creative, mix it up, and yes - get those Reels rolling. But don’t stop there.
TikTok
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Video remains dominant, delivering 18% more views than text posts and 7% more than photos and carousels.
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Yet text and carousel-style posts are climbing—performing surprisingly well…..
LinkedIn
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Carousels (document posts) win big - 278% more engagement than video, 303% more than images, and a massive 596% more than text-only updates …. ( im definitely going to try doing more carousel posts)
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However, video views have jumped 36%, and LinkedIn is strongly pushing video growth in 2025
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What This Means for You….. and this is what you want to pay attention to!
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Match format to platform: Use Reels on IG for reach, carousels for engagement; lean into TikTok videos; leverage LinkedIn carousels for professional impact.
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Video still matters - but isn’t always the top performer. Context, audience, and objective matter most.
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Diversify: Engage your audience with a mix - videos, carousels, text - based on what works best per channel.
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Strategic experimentation: Test formats against your goals and use analytics to refine your mix.
Looking to build a content plan that aligns with audience behaviour and platform trends? Let’s chat!!
