5 Key Social Media Metrics to Track in 2025 (Facebook, Instagram & LinkedIn)

In 2025, social media continues to evolve, but one thing remains constant: data drives decisions. Whether you’re a digital marketer, business owner, or brand manager, understanding which social media metrics matter most can make the difference between mediocre and standout performance.

In this post, we break down five key metrics that are essential in 2025 across Facebook, Instagram, and LinkedIn—helping you refine your strategy, boost engagement, and measure ROI more accurately than ever before.

1. Engagement Rate (All Platforms)

Why it matters: Engagement rate remains the gold standard for measuring content resonance. In 2025, platforms are prioritising quality interactions over vanity metrics like raw follower count.

• Facebook: Reactions, comments, shares, and saves
• Instagram: Likes, comments, shares, saves, and story interactions
• LinkedIn: Reactions, comments, reposts, and clicks

Pro Tip: Divide total engagements by impressions or reach for a more accurate measure of how well your content connects with your audience.

2. Video Completion Rate (Facebook & Instagram)

Why it matters: With the rise of short-form video still dominating user attention, knowing whether people actually watch your videos to the end is more important than just counting views.

• Facebook: Use Creator Studio or Meta Business Suite to analyse average watch time and completion rates.
• Instagram: Reels and Stories completion data are now more granular in 2025’s analytics dashboards.

Pro Tip: A low completion rate often signals poor hook performance in the first 3 seconds.

3. Follower Quality & Growth Rate (All Platforms)

Why it matters: Follower count alone is outdated. Today’s platforms provide deeper insights into the demographics, interests, and engagement behaviour of your followers.

• LinkedIn: Quality over quantity is key for B2B brands—track industry relevance, job titles, and seniority of new followers.
• Instagram & Facebook: Leverage Meta’s Audience Insights to evaluate follower interests and behaviours.

Pro Tip: A steady growth rate of engaged followers is more valuable than a sudden spike in low-quality followers.

4. Click-Through Rate (CTR) on Links (Especially LinkedIn & Facebook)

Why it matters: CTR reflects how effective your content is at driving traffic to external destinations—ideal for lead gen, signups, or sales.

• LinkedIn: Particularly crucial for B2B brands sharing blog posts, whitepapers, or gated content.
• Facebook: Track CTRs for boosted posts and ads within Meta Ads Manager.

Pro Tip: Test link placement (bio, story, post captions) and formats (carousel vs. single image) to optimise CTRs.

5. Share of Voice (SOV) & Brand Mentions (All Platforms)

Why it matters: SOV measures how much your brand is being talked about in comparison to your competitors. In 2025, sentiment analysis and mention tracking tools have become smarter and more accessible.

• All platforms: Use tools like Brandwatch, Sprout Social, or Meta’s built-in brand tracking to monitor public mentions.
• Instagram & Facebook: Hashtag tracking and tagged content help gauge community buzz.
• LinkedIn: New tools in 2025 allow more precise monitoring of brand mentions in professional conversations.

Pro Tip: Track both positive and negative sentiment to get a balanced view of your brand health.

Final Thoughts

The world of social media metrics is constantly evolving, but in 2025, it’s all about meaningful data that reflects real user behaviour and brand impact. These five metrics—when tracked consistently—can provide a clear window into what’s working and what needs refinement across Facebook, Instagram, and LinkedIn.

Stay data-informed, not just data-driven.