2025 Social Media Performance Report 

Download the full report below.

The 97th Academy Awards was a massive success—not just on the big screen but across social media. Conversations surrounding this year’s Oscars were 68% higher than last year and 37% above the 10-year average, demonstrating that the event remains a cultural powerhouse. In contrast, the 96th Academy Awards in 2024 saw a 15% decline in conversation volume compared to the 10-year average and a 10% drop from the previous year.

From viral moments to breakout winners, here’s how the Oscars took over social media in 2025 and how it compared to the previous year.

A Record-Breaking Night on Social Media

The Academy saw a 99% year-over-year increase in social posts, leading to significant engagement growth. While new fan acquisitions declined by 51%, total social actions (including likes, shares, and comments) surged by 93%.

By comparison, the 2024 Oscars experienced a 12% decrease in total social actions and a 25% drop in new fans, though engagements on Instagram and Facebook were strong.

One of the biggest conversation drivers for 2025 was Brazil—40% of Oscars-related discussions came from Brazilian audiences, a 26-point increase from last year. This boost was largely due to the overwhelming excitement around I’m Still Here, which won Best International Feature. In contrast, 2024’s biggest engagement driver was Poor Things, which outpaced Oppenheimer in social buzz by 30% in the 24-hour period following the event.

The Most Talked-About Moments

Social media was buzzing with memorable performances, heartfelt speeches, and unexpected wins. Here are the standout moments that dominated the conversation:

1. Lisa’s Tribute Performance (Lisa Manobal, BLACKPINK)

Lisa’s breathtaking tribute performance was hailed as a “career-defining moment” by fans. Her vocal delivery and emotional depth resonated deeply, making it one of the night’s most talked-about highlights.

2. Zoe Saldaña’s Historic Win

Winning Best Supporting Actress for Emilia Pérez, Zoe Saldaña’s victory was widely celebrated, with many calling it a long-overdue acknowledgment of her talent.

3. I’m Still Here Wins Best International Feature

The Brazilian film’s win sparked national pride, leading to a 59% spike in mentions within minutes of the announcement. Fans across Latin America called it a “historic” moment for cinema.

4. Sean Baker’s Triumph with Anora

Sean Baker’s Anora took home multiple awards, including Best Picture and Best Director, positioning him as a new powerhouse in Hollywood. Film enthusiasts compared his raw storytelling to auteurs like Martin Scorsese and Quentin Tarantino.

5. Ariana Grande & Cynthia Erivo’s Defying Gravity Duet

Performing Defying Gravity from Wicked, Ariana Grande and Cynthia Erivo delivered what many called the “best musical performance in Oscars history.” Their vocal power and chemistry left audiences in awe.

6. Kieran Culkin’s Emotional Speech

Winning Best Supporting Actor, Kieran Culkin gave a heartfelt and humorous speech that resonated with audiences, paying tribute to his family and reflecting on his Hollywood journey.

In contrast, 2024’s biggest social moments included Emma Stone’s Best Actress win for Poor Things, though her social media impact fell 70% short of Michelle Yeoh’s historic win the year before. The Barbenheimer phenomenon also played a major role in 2024’s engagement, with Oppenheimer peaking in popularity due to the summer blockbuster rivalry with Barbie.

Neutral Conversations: Streaming, Diversity, and Fashion

Many discussions focused on the role of streaming platforms in Oscar success. Films from Netflix, Hulu, and Amazon Prime dominated several categories, fueling debates about the evolving landscape of prestige cinema.

Diversity and representation at the Oscars were also key discussion points. While some viewers praised the progress made, others questioned whether Hollywood was truly evolving. Meanwhile, red carpet fashion sparked mixed reactions, with some outfits being praised for boldness while others were dismissed as uninspired.

The Controversial Moments

While the Oscars had plenty of high points, social media wasn’t without its fair share of backlash.

• Anora winning Best Picture was a divisive choice, with some calling it “forgettable” and accusing the Academy of favoring indie films.
• Mikey Madison’s Best Actress win was met with controversy, with some arguing that Fernanda Torres was more deserving.
• Technical difficulties, including microphone failures and camera misfires, frustrated viewers and led to criticism of the production quality.
• Dune: Part Two fans were disheartened by the film’s lack of major wins, with many calling it the “biggest snub of the night.”
• The Academy was accused of playing it safe, with critics arguing that riskier, more innovative films were overlooked in favor of conventional picks.

In comparison, 2024’s most controversial topics included:

• Poor Things outperforming Oppenheimer in social buzz, despite Oppenheimer‘s dominance throughout awards season.
• Backlash over ABC’s handling of the broadcast, with viewers citing issues related to the event’s timing and presentation.
• A general decline in excitement for the Oscars, reflected in the 10% drop in conversation volume from the previous year.

Complete List of 2025 Oscar Winners

Best Picture: Anora
Best Actress: Mikey Madison, Anora
Best Actor: Adrian Brody, The Brutalist
Best Supporting Actor: Kieran Culkin, A Real Pain
Best Supporting Actress: Zoe Saldaña, Emilia Pérez
Best Director: Sean Baker, Anora
Best Cinematography: The Brutalist, Lol Crawley
Best Animated Feature: Flow
Best Costume Design: Wicked, Paul Tazewell
Best Original Screenplay: Anora, Sean Baker
Best Adapted Screenplay: Conclave, Peter Straughan
Best Film Editing: Anora, Sean Baker
Best Production Design: Wicked, Nathan Crowley, Lee Sandales
Best Original Song: El Mal, Emilia Pérez
Best Documentary Feature: No Other Land
Best Sound: Dune: Part Two
Best Visual Effects: Dune: Part Two
Best International Feature: I’m Still Here, Brazil
Best Original Score: The Brutalist, Daniel Blumberg

Final Thoughts

The 97th Academy Awards proved once again that Hollywood’s biggest night isn’t just about film—it’s a global event that ignites conversations across social media. With record engagement, unexpected wins, and viral performances, the Oscars remain a cultural phenomenon that continues to evolve with the digital age.

While 2024’s event faced declining engagement, 2025’s Oscars marked a major comeback, proving that the right mix of memorable moments, global fan engagement, and star power can reignite enthusiasm for the Academy Awards.

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TikTok vs. Instagram Reels for Sports Content: Which Platform Wins in 2025?

Social media continues to evolve rapidly, and sports organizations are leveraging short-form video to engage fans. TikTok and Instagram Reels remain the top platforms, but which one is leading for sports content? Analyzing early 2025 data, we break down engagement, impressions, and video views to determine the superior platform.

Engagement: TikTok Leads in Virality

Engagement is a critical metric in social media success, and TikTok has a clear edge in virality.

Total Engagements (Sports Videos, 2025 YTD):

• Instagram Reels: 1.63 billion (53.1%)
• TikTok: 1.44 billion (46.9%)
• Total: 3.08 billion

While Instagram Reels slightly outperforms TikTok in total engagements, TikTok posts experience higher spikes in engagement. The top-performing video, an FC Barcelona post on TikTok, generated 21.6 million engagements, surpassing any Instagram post.

Key Engagement Insights:

• TikTok’s engagement is front-loaded, with most interactions occurring within the first 48 hours.
• Instagram Reels sustains engagement over a longer period, though with lower peaks.
• Superstar-driven content thrives on both platforms; Cristiano Ronaldo’s birthday posts, for example, generated millions of engagements across both TikTok and Instagram.

Public Impressions: Instagram Reels Has the Edge

Instagram Reels might be the closest social media experience to TikTok, but can it capitalize on TikTok’s challenges in the U.S. to surpass its competitor? Reels’ similarity to TikTok in user experience and content gives it an advantage, especially as TikTok faces uncertainty. However, Instagram must attract more Gen Z users while addressing an aging user base and convincing advertisers to continue investing in Reels despite rising costs.

Both TikTok and Instagram attract younger audiences, with 62% of U.S. users aged 18-29 on TikTok, compared to 78% on Instagram, according to Pew Research Center. Instagram also holds a financial edge, generating over $30 billion in ad revenue compared to TikTok’s estimated $11 billion in the U.S. Reels has seen an uptick in content creation following a temporary TikTok ban on January 19, with creator content growing by 16% in the week after the ban, per Billion Dollar Boy’s analysis. Some major creators, such as MrBeast, also experienced increased followers and engagement on Reels.

Additionally, Meta’s CPM pricing has surged since January 2025, indicating growing advertiser demand. Reports show Instagram’s CPM spiked 20% year-over-year, reaching nearly $12, further suggesting that brands are shifting ad spend to Instagram during TikTok’s period of uncertainty. While agencies still recommend a diversified marketing mix, Instagram Reels is emerging as the primary alternative for brands aiming to maintain engagement and reach.

At the same time, marketers are expanding beyond mainstream leagues to capitalize on niche and emerging sports. With global ad spend on sports-related advertising reaching $60.9 billion in 2024, brands are exploring opportunities in pickleball, padel, darts, and simulator golf, where they can secure a first-mover advantage at a lower investment cost compared to the NFL or NBA. For example, Best Buy signed on as a principal sponsor of TGL, a televised simulator golf tournament, while Adidas and Estrella Damm have partnered with Pro Padel League. Streaming platforms are also playing a significant role, with ESPN+ carrying Major League Pickleball and Major League Cricket, drawing younger audiences. Forrester predicts that one in five brands will focus on sponsorships with emergent sports leagues in 2025, demonstrating the rising appeal of alternative sports content.

Key Impression Insights:

• Instagram Reels videos accumulate impressions over time, benefiting from Meta’s algorithm surfacing older content.
• TikTok posts go viral quickly but lose visibility unless they continue trending.
• Basketball dominates impressions, with NBA teams and Super Bowl-related content ranking highest.

Top Public Impression Performers:

Golden State Warriors (Instagram): 20.6M impressions

NBA (TikTok): 39.7M impressions

PGA Tour (TikTok): 29.1M impressions

Minnesota Timberwolves (Instagram): 22M impressions

Video Views: TikTok’s Unmatched Reach

For pure video views, TikTok remains the dominant platform, delivering record-breaking numbers for sports content in 2025.

Top Video Views Performers:

Real Madrid (TikTok): 58M views

FC Barcelona (TikTok): 252M views

NFL x Kendrick Lamar (TikTok): 97M views

One Championship (TikTok): 84M views

FC Barcelona (Instagram Reel): 72M views

Key Video View Insights:

• TikTok’s algorithm prioritizes virality, leading to significantly higher views per post.
• Instagram Reels performs well for structured and historic sports content.
• Crossover content (music + sports) is highly effective—e.g., Kendrick Lamar’s Super Bowl performance clips.

Top 10 Sports Brands on TikTok & Instagram Reels

Top Brands by Video Posts (TikTok & Instagram Reels Combined):

Rank	Brand	Type	Video Posts
1	NBA	Sports Organization	75,446
2	NFL	Sports Organization	2,465
3	LaLiga	Sports Organization	1,521
4	WWE	Sports Organization	1,093
5	One Championship	Sports Organization	884

Top Brands by Public Video Views (TikTok Only):

Rank	Brand	Type	Public Video Views
1	NFL	Sports Organization	19.05B
2	FC Barcelona	Sports Franchise	1.85B
3	One Championship	Sports Organization	1.01B
4	WWE	Sports Organization	912M
5	Manchester City F.C.	Sports Franchise	810M

Final Verdict:

Both platforms play essential roles for sports brands, making a hybrid strategy the best approach:

• Use TikTok for explosive, short-term engagement and viral content.
• Use Instagram Reels for sustained impressions and brand storytelling.

Bottom Line: To maximize reach and engagement, sports organizations must balance TikTok’s rapid virality with Instagram Reels’ longevity. The most successful sports brands in 2025 leverage both platforms effectively.

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The Rise and Fall of the Micro-Trend

Fashion has always been cyclical, but with the rise of social media, that cycle has gone into overdrive with what seems like endless micro-trends. What used to take a decade to go in and out of style now barely lasts a month, thanks to TikTok’s ability to push aesthetics into the mainstream at lightning speed. Last summer alone, we saw a rapid succession of “cores”—Quiet Luxury, Tomato Girl, Barbiecore—each dominating our feeds before being replaced by the next viral aesthetic.

But as we move further into 2025, a shift is happening. The hottest trend right now? Not following trends at all.

As Vogue Business recently noted, fewer micro-trends are making their way from social media feeds to major fashion publications, and there’s an increasing emphasis on personal style over algorithmic dressing. Consumers—especially Gen Z—are growing wary of fast-moving aesthetics that make their wardrobes obsolete overnight. Instead, there’s a growing cultural movement toward dressing for real life, not for the feed.

Social Media’s Role in Micro-Trend Fatigue

Reddit users on r/GenZ discussing their annoyance with micro-trends

Micro-trends exist because of social media’s need for constant content. TikTok and Instagram reward novelty, pushing aesthetics like “Mob Wife” or “Office Siren” into the spotlight only to discard them weeks later. This has fueled an explosion in fast fashion, with platforms like Shein and Temu churning out thousands of new products daily to keep up with whatever TikTok has deemed stylish that week.

Yet, even fashion insiders are questioning whether this endless cycle is sustainable—or even enjoyable. As Katie Irving, Founder of Moonshot, a Fashion Concept & Product Innovation Studio, notes, “As trend-driven content accelerates, consumers are craving more depth—moving beyond fast aesthetics toward personal style. The smartest brands are embracing this shift, prioritizing substance and personal style over speed.” Trend forecaster Agus Panzoni agrees, speaking to Vogue Business about how we’re shifting away from the need to define every style under a hyper-specific label. Instead of adopting entire aesthetics wholesale, people are now cherry-picking elements that actually suit their lives. This pushback against micro-trends signals a rejection of dressing for an algorithm and a return to dressing for oneself.

Further, Panzoni argues that what we call “micro-trends” are actually just internet aesthetics—pre-packaged styles that consumers can quickly buy into but don’t have true longevity. These trends aren’t evolving organically over multiple seasons like traditional trends; rather, they are created and amplified by social media algorithms that cycle through aesthetics at an unsustainable pace.

From Trends to Vibes: The Shift in Fashion’s Identity

Rather than hyper-specific aesthetics, fashion is increasingly about a “vibe”—a broader, more immersive lifestyle. The concept was largely catalyzed by Brat Summer, which wasn’t just a look but an ethos, encompassing music, attitude, and cultural references. Unlike past micro-trends, vibes don’t require adherence to specific pieces; they embody a lifestyle that can be uniquely interpreted by each individual.

Fashion journalist Ashantéa Austin describes the shift: “A vibe communicates without direct signaling, whereas a trend often relies on explicit markers. Trends are mainstream and product-driven; vibes are niche, personal, and culturally expressive.” This movement marks a departure from fleeting aesthetics dictated by algorithms toward deeper, more meaningful fashion choices.

Katie Irving expands on this, stating, “Fashion is shifting from rigid aesthetics to fluid self-expression. The rise of ‘vibes’ over trends marks a return to individuality and longevity—and a rejection of algorithm-driven sameness.”

From a broader cultural viewpoint, Irving adds, “We’re entering an era defined by Maximalism and Bold Self-Expression—both a reaction to uncertainty and a rebellion against the algorithm-driven sameness that has shaped fashion’s recent past.”. Trends are mainstream and product-driven; vibes are niche, personal, and culturally expressive.” This movement marks a departure from fleeting aesthetics dictated by algorithms toward deeper, more meaningful fashion choices.

The rise of vibes also correlates with a rejection of hyper-consumerism. As TikTok-fueled trends like “mob wife” were exposed as marketing ploys, consumers grew more skeptical of purchasing a lifestyle rather than living one. Personal style is emerging as a counter-response to trend fatigue, leading to what many call the “vibe economy.”

IRL as the New Status Symbol

The biggest indicator of fashion’s shift away from hyper-online aesthetics? The resurgence of real-world experiences as the ultimate flex.

Post-pandemic, social currency is no longer about perfectly curated outfits or keeping up with the latest aesthetic—it’s about what you’re doing in those clothes. Studies show that 74% of Gen Z prioritizes IRL experiences over digital ones, which explains why brands are pivoting toward immersive activations and community-driven events rather than just pushing trends online.

Luxury brands have already caught on. From Sporty & Rich’s wellness retreats to Saint Laurent opening cultural hubs, fashion is moving away from fast-moving aesthetics and toward world-building. The future of style is experiential, not trend-based—a sharp contrast to the rapid micro-trend churn we saw in the early 2020s.

The Retail vs. Luxury Fashion Growth Divide

A deeper look at digital growth trends shows that retail and fast fashion brands are outpacing luxury brands in social media follower growth.

• Retail fashion brands gained over 43.7 million new followers in the past year, compared to 27.1 million for luxury brands.
• TikTok played a massive role, with retail brands gaining 14.5 million new followers compared to 8.7 million for luxury fashion.
• Instagram was also stronger for retail, with 21.8 million new followers versus 14.3 million for luxury.

This shift suggests that affordability, accessibility, and trend-driven content are fueling retail’s dominance, particularly on TikTok, where the algorithm favors fast-moving, viral aesthetics. Meanwhile, luxury brands—despite their cultural prestige—are struggling to capture the same level of rapid audience expansion. This further reinforces the idea that hyper-online fashion cycles are being driven by fast fashion, while luxury is moving toward longer-lasting, experience-driven branding.

Fast Fashion & Luxury Engagement Rankings

Fast fashion brands dominate online engagement, reinforcing the idea that social media fuels their success. Below are the top 10 most engaged fast fashion brands in 2024, ranked by Owned Social Score:

Rank	Brand	Engagements	Owned Social Score
1	Pretty Little Thing	65,265,409	66,001,659
2	Shein	59,116,620	64,314,922
3	Fashion Nova	62,713,233	63,732,971
4	Zara	22,618,035	25,990,007
5	Temu	8,894,697	17,878,896
6	Hollister	15,526,782	15,891,770
7	H&M (Global)	7,658,522	8,237,794
8	Boohoo – Global	7,174,559	6,821,748
9	Princess Polly	6,208,279	6,399,601
10	Asos	4,860,396	5,969,094

Below are the top 10 most engaged luxury fashion brands in 2024, ranked by Owned Social Score:

Rank	Brand	Engagements	Owned Social Score
1	Dior	92,879,800	96,317,725
2	Calvin Klein	70,676,983	72,273,811
3	Gucci	69,141,026	71,088,517
4	Victoria Beckham Clothing	65,558,162	67,436,869
5	Loewe	38,195,380	39,805,747
6	Prada	36,559,981	37,819,685
7	Versace	35,194,784	35,545,412
8	Jacquemus	30,306,429	30,986,502
9	Skims	29,593,895	30,693,960
10	Chanel	29,412,359	30,397,277

This data further proves that fast fashion continues to dominate digital spaces, but luxury brands are proving their staying power in engagement and influence. In fact, more luxury brands than fast fashion brands ranked higher in engagement, with six of the top ten most engaged brands overall belonging to the luxury sector. Additionally, all ten of the top luxury brands outperformed their fast fashion counterparts in Owned Social Score, signaling stronger long-term brand equity and deeper audience connections., leveraging social media to maintain high engagement and visibility. However, luxury fashion brands are still thriving in engagement metrics, with Dior, Calvin Klein, and Gucci leading the pack.

As the industry moves forward, luxury is increasingly prioritizing experiential branding and long-term identity over trend cycles, while fast fashion continues to drive high-volume interactions. With the growing cultural shift toward sustainability, personal style, and authenticity, the real question is: will fast fashion’s dominance in digital engagement translate into long-term consumer loyalty, or will luxury’s experiential strategies prove to be more enduring?

The Future: A Return to Personal Style

Rather than following every fleeting aesthetic, more consumers are embracing longevity and individuality in their wardrobes. The vibe economy means fashion is now about mood and identity rather than products alone. As the industry moves forward, brands must navigate a balance between authenticity, personal connection, and cultural relevance—because, in 2025, it’s no longer about buying into a trend. It’s about living a style.

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The 2025 Grammy Awards: Key Social Media Insights & The Rise of Influencer Impact

The 67th Grammy Awards reinforced the event’s cultural significance, not just in music but also online. As social media continues to play a crucial role in amplifying major events, this year’s Grammys leveraged consumer-driven content, influencer marketing, and platform-specific strategies to drive unprecedented engagement.

From Beyoncé’s historic wins to the increasing presence of social media influencers shaping viewership, the 2025 Grammys proved that audience participation and digital storytelling are now as important as the awards themselves. Below, we break down the key social media trends that defined this year’s event.

Social Buzz Surged Year Over Year

The 2025 Grammys saw a 6 percent increase in social conversation compared to 2024, pushing total discussion levels 10 percent above the 10-year average. This growth was driven by a mix of high-profile performances, viral red-carpet moments, and unexpected wins, all of which fueled continuous online engagement.

Major awards shows often see fluctuations in engagement depending on the cultural relevance of nominees and performances. This year’s increase indicates that the Grammys continue to hold strong social currency, particularly as more digital-first audiences interact with the event across platforms.

Beyoncé’s Wins Dominated the Conversation

Beyoncé continues to be one of the most influential figures in entertainment, and her presence at this year’s Grammys sparked two of the most-discussed moments of the night. Her win for Best Country Album with Cowboy Carter became the second most talked-about event of the show, following closely behind her Album of the Year victory.

This moment was significant not only because of her massive fanbase but also because of the cultural conversations surrounding genre crossovers and representation in country music. Many fans took to social media to celebrate the historic nature of her win, while others debated the evolving landscape of country music. Regardless of perspective, the data clearly shows that Beyoncé’s presence significantly amplified overall engagement with the Grammys.

A Younger Audience Took Center Stage

This year, the Grammys saw a shift in audience demographics, with engagement among viewers aged 13-24 increasing by 11 percent. This trend suggests that Gen Z played a larger role than ever in driving the social conversation.

Several factors contributed to this shift. First, the rise of newer artists like Raye, Benson Boone, and Chappell Roan created excitement among younger audiences. Second, the use of short-form video content and influencer-led coverage allowed the Grammys to feel more interactive and accessible to Gen Z viewers, who engage primarily through platforms like TikTok, Instagram, and YouTube.

This shift indicates that future award shows must continue to evolve their digital engagement strategies to keep younger audiences invested in the conversation.

The Recording Academy’s Social Presence Skyrocketed

One of the biggest surprises in this year’s data was the 2041 percent increase in conversation surrounding The Recording Academy. This dramatic spike suggests that discussions extended beyond just the winners and performances—people were talking about the Grammys as an institution.

While some of this conversation likely stemmed from excitement over nominees and performances, another major factor was ongoing dialogue about award fairness, snubs, and The Recording Academy’s decision-making process. The Academy has faced criticism in the past, and it’s clear that fans continue to have strong opinions about how artists are recognized.

This level of discussion signals an opportunity for the Grammys to lean further into transparency, audience engagement, and real-time digital interactions to shape the conversation in future years.

Consumer-Driven Content Fueled Engagement

One of the key takeaways from this year’s Grammys was the power of consumer-driven content in amplifying engagement. According to Evan Greene, CMO of The Recording Academy, creating shareable, community-driven moments was a core part of the strategy. This approach helped the event generate over 65 million social media interactions, proving that today’s audiences are not just passive viewers—they want to be part of the experience.

Instead of simply broadcasting content, the Grammys encouraged real-time participation through trending hashtags, interactive posts, and influencer collaborations. By allowing audiences to shape and expand the conversation, the event extended its reach far beyond its initial broadcast.

Authenticity Strengthened Trust and Engagement

Beyond just engagement numbers, authenticity played a significant role in how the Grammys positioned itself on social media. The Recording Academy focused on year-round digital engagement, ensuring that its presence wasn’t limited to just the awards show. By consistently participating in online music conversations and responding to fans, the Academy built credibility and trust, which encouraged more organic interactions when the Grammys aired.

This highlights an important trend: events that establish ongoing dialogue with their audiences—rather than only activating during key moments—are more likely to generate sustained engagement and loyalty.

Influencers Played a Critical Role in Shaping Viewership

One of the most notable shifts in 2025 was the increased role of social media influencers in driving Grammy engagement. The event collaborated with top digital creators such as Monet McMichael, Haley Baylee, and Kai Cenat, who provided real-time reactions, behind-the-scenes footage, and interactive content throughout the night.

These influencers acted as bridges between traditional media and digital-first audiences, particularly younger viewers who engage with content primarily on social platforms. Their coverage helped expand Grammy viewership beyond its core demographic, making the event feel more inclusive and participatory.

This strategy reflects a growing industry trend: influencers are now critical in extending the reach of major events, and their role will likely continue to expand in future years.

The Moments That Drove the Most Conversation

From historic wins to red-carpet buzz, several key moments stood out in online discussions:

• Beyoncé’s Best Country Album win became a defining cultural moment.
• Shakira’s Grammy acceptance speech, where she dedicated her award to immigrants, sparked widespread praise.
• Carin León’s Best Regional Mexican and Tejano Album victory resonated strongly with fans of the genre.
• The Weeknd’s return to the Grammys after previously boycotting the awards stirred debate.
• Fashion remained a dominant topic, with high-profile attendees generating significant engagement, especially on Instagram.

Final Takeaways

The 2025 Grammys demonstrated how social media has completely transformed the way audiences engage with major events. With a younger audience participating more, influencers playing a key role in driving viewership, and authenticity becoming a defining factor in brand trust, the landscape of awards shows is rapidly evolving.

For brands and entertainment organizations, the key lesson is clear: successful digital presence isn’t just about visibility—it’s about fostering real, ongoing connections with audiences. As platforms evolve, so too must the strategies behind engagement. The Grammys embraced this shift in 2025, and the results speak for themselves.

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Who are the top 10 brands dominating social media in January 2025?

As we step into 2025, brands are continuing to push the envelope on social media, engaging with audiences through innovative content and strategic timing. Based on engagement data from January 2025, these ten brands have led the charge, driving massive interactions across platforms. Let’s dive into what made them stand out.

1. FC Barcelona

Total Engagements: 543M+
FC Barcelona continues to dominate the social media world, leveraging its global fanbase with viral content that includes behind-the-scenes moments, match highlights, and interactive fan engagement campaigns. Their ability to create compelling narratives around their players and club history keeps them at the forefront of engagement.

2. ESPN

Total Engagements: 395M+
ESPN remains one of the most influential sports networks, capitalizing on major events such as the NFL playoffs and European football competitions. Their in-depth coverage, fast-breaking news updates, and engaging commentary on sports superstars helped keep them as a leading force in digital sports content.

3. Real Madrid CF

Total Engagements: 370M+
As one of the biggest football clubs in the world, Real Madrid CF drives massive engagement through fan-centric content, historic club moments, and real-time match highlights. Their ability to connect with supporters through digital storytelling ensures their consistent presence in top engagement rankings.

4. Pubity

Total Engagements: 315M+
Pubity has grown into one of the biggest social media publishers, curating viral and trending content that resonates with millions. Their focus on humor, pop culture, and engaging visual media allows them to sustain high levels of interaction across multiple platforms.

5. Daily Mail

Total Engagements: 300M+
The Daily Mail continues to thrive by covering breaking news, sports, and celebrity culture with an engaging digital-first approach. Their timely content delivery and ability to capture public interest through viral headlines have made them a consistent leader in audience engagement.

6. DailyMailTV

Total Engagements: 280M+
The Daily Mail’s television extension effectively combines entertainment, news, and exclusive celebrity interviews to capture significant engagement on social media. Its ability to tap into trending topics with engaging video content sets it apart from traditional news brands.

7. Barstool Sports

Total Engagements: 265M+
Barstool Sports’ irreverent take on sports and pop culture keeps its audience highly engaged. Its mix of memes, sports highlights, and interactive fan engagement makes it a dominant force in digital media, particularly among younger demographics.

8. Bleacher Report

Total Engagements: 245M+
Bleacher Report remains a top destination for sports fans. It is known for its unique blend of real-time sports coverage, entertaining graphics, and player-focused storytelling. The company’s content strategy keeps it competitive in the fast-paced sports media space.

9. House of Highlights

Total Engagements: 232M+
House of Highlights excels in curating the best sports moments, capturing must-see plays, and sharing viral clips that drive high engagement among sports enthusiasts. Their Instagram and TikTok strategies, in particular, help them maintain a strong presence in social media.

10. Alfinetei

Total Engagements: 215M+
Alfinetei has made a significant impact on social media by delivering engaging and relatable content that spans humor, news, and trending cultural discussions. Their strong community engagement and shareable content style have solidified them as a top-performing brand.

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Top Performing Content by Type:

Analyzing the most engaging content from January 2025, video posts were the standout format, driving the highest reaction rates. The trailer for The Woman in the Yard led engagement with a staggering 10,835% reaction rate, showing that cinematic teasers can captivate online audiences. On Twitter, @babygirlmovie’s short and intriguing quote post gained significant traction, while @quiverdistribution’s Instagram gallery post effectively leveraged fan anticipation for the One Piece adaptation. Sports content continued to shine with Sportsnation’s high-performing image post on Cristiano Ronaldo, proving that legendary athlete retrospectives resonate with audiences. Even text-based content made an impact, with @TryTheSubstance creating engagement through cryptic messaging. These findings reinforce that short, visually engaging, and emotionally resonant content is key to success on social media.

Top Content Overall:

Among the best-performing content across all platforms, FC Barcelona led the way with its celebratory Instagram Reel, generating over 10M engagements. Their championship victory content resonated strongly with fans, blending excitement with behind-the-scenes access. Other standout posts included Santos FC’s Neymar tribute video and FC Barcelona’s SuperFinal graphics, which engaged millions of football fans. These results highlight how emotionally driven, highly shareable sports content continues to perform exceptionally well across social media.

Key Takeaways from January 2025 Social Media Trends:

1. Sports Teams & Media Lead Engagement: The presence of FC Barcelona, Real Madrid, ESPN, and Bleacher Report reinforces how dominant sports content remains.
2. Entertainment & Pop Culture Drive Virality: Publishers like Pubity, Daily Mail, and Barstool Sports show that humor and timely coverage of trending topics continue to attract massive interactions.
3. Video-Centric Content Wins: Brands leveraging short-form video, Reels, and TikTok content, such as House of Highlights and DailyMailTV, maintain high engagement levels.
4. Interactive & Fan-Centric Content is Key: FC Barcelona, Barstool Sports, and Bleacher Report showcase how direct engagement with audiences fosters stronger connections and increased social interactions.

With these insights, brands can refine their social media strategies by gaining inspiration from January’s top performers. As we progress through 2025, it will be fascinating to see if these brands continue to dominate or if someone else wins the top slot!

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Recap of the State of Social Media in 2024: Key Trends & Top Stats for Media & Entertainment

Social media continues to evolve, and as we move through 2025, media and entertainment brands must stay ahead of the latest trends. ListenFirst’s State of Social Media: Media & Entertainment 2024 report offers a deep dive into what drove Engagement, audience growth, and content performance across platforms. Below are the key takeaways that every marketer should know.

Download the full report here and check out our deep dive below!

1. YouTube’s Surprise Surge While TikTok Holds Strong 

Contrary to initial projections, YouTube experienced an unexpected boom in subscriber growth, closing the year with a +25% increase—far exceeding its projected +14%. Meanwhile, TikTok defied predictions of a sharp decline in follower growth, ending with only a -9% drop instead of the anticipated -31%. These trends indicate that YouTube is solidifying its dominance in the video space, while TikTok remains resilient despite speculation about slowing momentum.

2. Engagement Wars: Instagram Still Leads, But TikTok is Gaining 

Engagement rates saw a YoY increase of at least 10% across Instagram, TikTok, and YouTube. Notably, TikTok posted an astonishing 63% growth in engagement, surpassing forecasts by 51% and reinforcing its dominance in social media. However, Twitter continues to struggle, experiencing a 27% decline in engagement, extending a four-year downward trend.

3. The Rise of Gallery Posts—But Video Still Reigns 

While gallery posts (carousel images) made up only 16% of total content, they contributed to over 34% of total engagement. However, video content still dominates, even though its engagement share has declined from 56% in 2022 to 40% in 2024. This suggests that while images maintain a steady level of interaction, short-form video remains the most impactful format for engagement.

4. Hashtag Strategy Shifts: TikTok & YouTube Drive Discovery 

A notable trend in 2024 is the increased use of hashtags on TikTok and YouTube, with both platforms leveraging hashtags for video discovery and algorithm recommendations. In contrast, Instagram’s hashtag usage has remained relatively flat, as it increasingly relies on its Explore page and user interactions (likes, shares, and watch time) for content discovery.

5. TikTok Dominates in Viewership Growth

Despite concerns about oversaturation, TikTok has seen a +24% increase in post volume and viewership. This marks a strong rebound from 2022, outpacing both Instagram (-25%) and YouTube (-5%) in viewership growth. The numbers indicate that TikTok’s content consumption is not only growing but thriving, despite an increase in competition.

6. Timing Matters: Midday & Midweek for Maximum Engagement 

For brands aiming to maximize engagement, posting between 9 AM and 3 PM PST continues to yield the best results. Additionally, Tuesdays and Wednesdays have emerged as peak engagement days in 2024. However, as social media behavior evolves, there may be opportunities in non-traditional time slots (like Sunday afternoons) to capitalize on less crowded posting times.

7. The Uncertain Future of TikTok: What’s Next? 

With ongoing discussions about a potential TikTok ban, brands are exploring alternatives. The rise of Instagram Reels, YouTube Shorts, and Snapchat Spotlight suggests that short-form video isn’t going anywhere—it’s just diversifying. Meanwhile, emerging platforms like Triller, Rednote, and BeReal could become new homes for displaced TikTok creators. Additionally, we may see a shift towards Patreon, Substack, and direct brand collaborations as influencers seek alternative revenue streams.

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Top 10 Social Media Stats for Media & Entertainment (2024)

Beyond these broad trends, the latest Owned Social Score data highlights the most dominant media companies and their performance across platforms. Here are the top 10 M&E brands on social media for 2024:

1. Disney leads the pack with an Owned Social Score of 10.83 billion, making it the most dominant media conglomerate on social media. 
2. Warner Bros. Discovery follows with 7.47 billion, securing the second position in the rankings.
3. NBCUniversal ranks third with 6.86 billion in Owned Social Score, showing strong performance across platforms.
4. ViacomCBS (Paramount) takes fourth place with 5.42 billion, maintaining a competitive presence.
5. Netflix, despite no traditional TV network presence, ranks fifth with 2.15 billion, showing the power of streaming-first brands.
6. TikTok engagement surged for NBCUniversal with a +112.3% increase, making it one of the fastest-growing platforms.
7. Netflix saw the highest TikTok growth at +138.71%, proving the platform’s importance for entertainment brands.
8. YouTube remains strong, with NBCUniversal experiencing +30.49% growth, reinforcing the importance of long-form and short-form video.
9. Instagram remains a major driver, with Disney leading in Instagram engagement at 6.12 billion interactions.
10. Facebook continues to decline in relevance, with most conglomerates seeing minimal growth or even negative movement in their Owned Social Score.

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Final Thoughts: What This Means for Media & Entertainment Brands

Social media in 2024 is more dynamic than ever, with YouTube surging, TikTok remaining a powerhouse, and Instagram maintaining its engagement dominance. Video content still leads, but strategic shifts in hashtags, timing, and platform diversification are key to staying relevant. As brands prepare for potential TikTok disruptions, understanding where audiences are migrating and how engagement behaviors are evolving will be crucial for success.

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Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.