Brand engagement rates fell on every major platform, with X down 48% (Rival IQ benchmark report)
Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "social media engagement is declining" / "X engagement dropped by half"
- True origin
- Rival IQ — Social Media Industry Benchmark Report
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2025
- Data as of
- 2025 edition (brand posts, year over year)
- Last checked
- What the source says
Every platform saw engagement rates fall—Facebook dropped 36%, Instagram 16%, TikTok 34%, but X took the biggest hit at 48%.
- Method & sample
- Median engagement of brand accounts across 14 industries on Facebook, Instagram, TikTok and X, compared year over year.
- Drift between quote and source
- Unit: relative change in median engagement rate, not share of users
- Scope: brand accounts in Rival IQ's industry sample
- Interest
- Rival IQ sells social media analytics software.
Safe rephrasing
Rival IQ's benchmark of brand accounts found median engagement rates fell year over year on every platform: Facebook -36%, Instagram -16%, TikTok -34%, X -48%.
Sources we opened
Machine-readable: /api/claims/rival-iq-engagement-fell-every-platform-x-48-percent.json · Last checked 2026-10-16