The Freelance Friday Podcast · Latasha James

How to Grow on Social Media in 2025 (According to Science)

February 24, 2025·26 min·2 clips

Instagram and YouTube are actually the easiest platforms to grow on, according to data from over 1.3 million accounts.

This episode analyzes the 2025 social media study from the analytics tool Metricool, hosted by Latasha of The Freelance Friday Podcast. Latasha shares data-driven insights to help freelancers and content creators navigate platform changes. The study forms the core of the episode, with Latasha interpreting its findings for strategic application. Metricool's study analyzed over 1.3 million accounts and 21 million posts across platforms including Pinterest, Twitch, Instagram, X, Facebook, TikTok, LinkedIn, and YouTube. The report categorizes accounts by size, from "Tiny" (under 500 followers) to "Huge" (over 50,000). Pinterest saw a 55% increase in clicks, while Twitch subscriptions fell by 88%. LinkedIn's average interactions surged by 99%, and X impressions rose by 50%. On Instagram, post reach increased 21% but Reels reach declined 20%, whereas Facebook showed the opposite trend with post reach down 41% and Reels reach up 13%. TikTok's average total watch time grew by 71%, and YouTube saw an 11% increase in dislikes. A key finding reveals Instagram, YouTube, and TikTok are the easiest platforms for growth, with 60% of tiny accounts advancing a tier on Instagram. YouTube offers the best reach and impressions per follower for small accounts, challenging the common perception that it is the hardest platform to grow. LinkedIn boasts the highest engagement rate at 14.78%, far exceeding Instagram Reels' 5.62%. For driving clicks, LinkedIn leads for small accounts with 23.54 clicks per post, followed by Facebook. The study presents an ideal content funnel, recommending YouTube, Instagram, TikTok, and LinkedIn for initial impressions and audience building. It notes that while Instagram Reels metrics declined, they still generate 52% more views than posts. The host observes that posting a single Instagram Story frame often garners more views than a multi-post story set. She theorizes that the rise in YouTube dislikes might be concentrated on Shorts and could reflect user feedback to the algorithm. The report advises creators to focus on a niche, create valuable content, and use humor to show a human, relatable side. It highlights a case study of a fish and chips restaurant that found success by repeating a specific, recognizable video format. A major conclusion is that growth and engagement require distinct strategies, with authenticity and video content remaining paramount. The tone is educational and conversational, blending data presentation with the host's personal anecdotes and client experiences. The style is direct and advisory, offering actionable takeaways from the report while encouraging viewers to explore the full study. This episode is ideal for social media managers, freelance content creators, and small business owners seeking a data-backed overview of platform performance and growth tactics. Listeners looking for deep, philosophical discussions on social media's impact or those who exclusively follow entertainment-focused podcasts might find it less relevant.

As heard by us

A quick, useful reset for anyone trying to grow without guessing.

Social media strategy is treated as a moving target, and Metricool's 2025 study gives the discussion a practical footing. The piece pulls a dense report into benchmarks that are easy to use when a client needs a quick reality check, without losing the larger point that the…

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Trying to make sense of what still works without chasing every platform rumor?

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