Social media engagement is very different now

Welcome to the engagement slump

If your brand’s social media has gone eerily quiet (fewer likes, lower reach, no comments unless it's a spam bot asking if you need a sugar daddy) you’re not imagining it.

Engagement is dropping across the board in 2025, even for established brands with strong followings. And while algorithms are partly to blame, the truth is more layered than “the app is shadow-banning me”.

This post explains why your numbers are likely falling and, more importantly, what you can do about it without selling your soul to trend-jumping or dumping your budget into paid ads.

The main reasons your engagement is down in 2025

1. People are overwhelmed

The average user now sees over 10,000 branded messages a day. Algorithms are getting smarter, but attention spans aren’t. If your content feels even slightly generic, it’s skipped before it loads.

2. You’re posting the wrong content for the platform

Posting the same Reels to Instagram, TikTok, and YouTube Shorts without tailoring to the tone or audience of each one? It shows.
Instagram prefers polish and relatability. TikTok still rewards rawness and humour. YouTube Shorts want storytelling. Cross-posting is fine, but copy-and-paste culture isn’t.

3. You’re not adapting to algorithm changes

Instagram's 2025 algorithm now favours saves and DMs over likes, and Reels with talking heads and hooks in the first 3 seconds are vastly outperforming aesthetic montages. TikTok is prioritising watch time and retention, not views alone.
If your strategy is still “post and hope”, you’re falling behind.

4. Your audience changed, and you didn’t

The people who followed you in 2021 aren’t the same in 2025. Some moved on, some changed platforms, some grew out of your tone. If you haven’t reviewed your content pillars or engagement data in the last six months, your strategy might be serving a ghost crowd.

5. There’s too much ‘safe’ content

Polite graphics, generic captions, and curated grids have lost their edge. Safe can be forgettable. That doesn’t mean being provocative for clicks, but it does mean showing more human stories, distinctive visuals, and brand personality that’s actually you.

What you can do to fix it

1. Review your audience insights

Look beyond age and location. Where are they spending time? What content do they share, not just like? Are they active on weekdays or weekends? Use platform analytics and tools like Meta’s Audience Insights to adjust accordingly.

2. Start with a hook, not a product

The first 3 seconds of a Reel or TikTok are everything. Start with a relatable question, visual surprise, or emotion — not “Hey guys!” or a logo animation. If it looks like an ad, people will scroll.

3. Be more opinionated (without being annoying)

If you’re a skincare brand, don’t just show ingredients — weigh in on trends like skin cycling or debunk myths. If you’re in fashion, give takes on celebrity red carpets. Value comes from insight, not just visibility.

4. Post less, but smarter

Quality is back. Posting five average posts a week won’t beat two great ones that hit a nerve, tell a story, or spark conversation. Consider using a rolling 10-day calendar instead of a fixed weekly schedule.

5. Engage like a human, not a robot

Reply to comments. Message your top followers. Comment thoughtfully on other accounts in your space. Algorithms love creators who behave like real people, not billboards.

6. Update your content formats

Try content that matches platform preferences in 2025:

• Instagram: Educational carousels, Reels with bold captions, nostalgic or local content

• TikTok: Fast-paced edits, lo-fi humour, first-person storytelling, strong UK angle if relevant

• LinkedIn: Thoughtful insights with clean visuals, less salesy CTAs

How agencies like Honest London can help

If this all sounds like a lot to keep up with, that’s because it is. Social media now moves faster than most internal teams can manage, especially if they’re juggling five platforms and multiple campaigns.

An external agency like Honest London stays on top of trends, testing, and algorithm shifts so you don’t have to. We audit your current approach, tailor your tone per platform, and build content that performs in 2025, not 2022.

Final thought

Engagement isn’t dead. It’s just evolving. If your content still looks like it’s trying to win followers from three years ago, it probably won’t work now. But with the right insights, sharper creative, and better timing, you can absolutely win people back.

And if you need a hand doing that without turning your feed into a cringe trend-chasing mess, you know where we are.