Observed Signal · Jul 9, 2024 · Market Research · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Social Media 2024 Trends on TikTok & Instagram
Metricool’s Social Media Study 2024 analyzes over 33 million posts from Facebook, LinkedIn, X, Instagram, TikTok, Google Business Profile, Twitch, YouTube and Pinterest across more than one million accounts. The findings emphasize short, high-quality content as key to success on social platforms. Instagram Reels grew by over 8% YoY, with Stories and Feed down, while feeds affected by a relevance-based algorithm. TikTok reach more than doubled (≈+65%), but engagement declined (≈−19%), with experiments including longer videos up to 30 minutes. Facebook engagement fell even as Reels gained, and X signaled “quality over quantity.” YouTube interactions rose ~12.4%, though engagement rate slightly decreased. Pinterest impressions fell ~28% while pins rose ~5.3% and engagement stayed stable, with a new Board Sharing feature announced. LinkedIn saw +16.5% impressions and +29.4% engagement, aided by a new video feed. The piece also notes a trend report from Joli Berlin highlighting Tyla Dance, Fiancé Anthem, and Cracking Latte as current viral topics.
Broad, multi-platform social media trends based on Metricool study with actionable insights for brands.
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Key Takeaways & Evidence Grounding
- Metricool analyzed over 33 million posts and 1 million accounts across Facebook, LinkedIn, X, Instagram, TikTok, Google Business Profile, Twitch, YouTube and Pinterest.
- Instagram Reels grew by more than 8% year over year; Stories and feed posts declined.
- TikTok reach increased by about 65%; Engagement rate fell by over 19%.
- Facebook engagement declined while Reels rose by about 5%; post interactions dropped by over 9%.
- X impressions rose by more than 75% despite fewer posts; quality over quantity emphasized.
- YouTube interactions up by 12.4%; engagement rate slightly decreased.
- Pinterest impressions fell by 28%; pins published rose by 5.3%; engagement remained stable; Board Sharing announced.
- LinkedIn impressions up 16.5% and engagement up 29.4%; Video Feed rolled out.
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Social Media 2026: Trends, Challenges, and Insights Unveiled
Metricool analyzed over 39 million social media posts across 10 platforms and combined those findings with multiple 2026 studies to map platform performance and professional wellbeing. Key outcomes: TikTok remains dominant for discovery and engagement (average reach 28,482 and 944 interactions per video) despite fewer videos posted; Instagram shows signs of saturation with Reels reach down 35% and post reach down 31% year-over-year; Facebook posted a strong rebound (reach +51%, impressions +57%, interactions +56%); LinkedIn saw impressions fall 23% and interactions decline 14% amid higher posting frequency. Metricool’s wellbeing survey of 1,000+ social professionals found widespread overtime and role strain (75% wearing multiple hats, 73% working outside hours). The report argues for better tools, AI use, processes and leadership support to sustain social media operations.
Metricool 2026 Instagram Study: Winning Formats Revealed
Metricool published a 2026 Instagram study analyzing 24,364,803 posts from 375,118 accounts (data from Jan–Feb 2025 and Jan–Feb 2026). The report finds platform-wide increases in Views (+26.6%) and Interactions (+19.3%), driven largely by Reels and Carousel posts. Single-image posts lost significant reach and interaction share (roughly -22% reach; >25% interaction loss) and have lower engagement rates (1.99%) than Carousels (3.08%) and Reels (4.30%). Reels show strong growth in engagement and watch time (average watch time rose from 4s to 8.5s; total playback time +139%). Carousels produce far more Saves (nine times vs single images) and outperform similar short-form formats on competing platforms in Views and Interactions. The study also reports that posts using hashtags correlate with lower Views and Interactions, while posts framed as questions drive ~36.7% more comments. Stories remain valuable for community replies (replies +88%).
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
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