It’s not just you. Social media engagement is down. Here’s what to do about it.

Written By Karen Webber

The numbers don’t lie

You might feel like you’re shouting into a void with your social posts - and statistically, you’ve got good reason to feel that way.

  • On TikTok, brand engagement has dropped from around 5.69 % to 2.63 %. (Social Media Today)

  • The median engagement rate for Instagram (for brands) is around 0.43 %. (Social Media Today)

  • A report claims that interactions on Facebook have dropped by up to 80 %. (eProductions)

In short: this isn’t your imagination. Engagement is going down across the board for many brands.

But here’s the thing everyone misses

Just because engagement is down publicly doesn’t mean your audience has vanished. They’re just behaving differently.

  • On TikTok, 67 % of users never post anything. (Marketing Pace)

  • 92 % of TikTok interactions are passive views, not likes/comments. (same source)

So the truth is the crowd’s still there … they’ve just swapped their public thumbs-up for quiet scrolls, saves, screenshots, and lurking.

The new definition of social media success

If your definition of “good engagement” is still likes and comments, it’s time for a refresh of your thinking around social media marketing.

  • Views matter more now than likes.

  • On Instagram, Story completion rates often beat comment rates.

  • Saves > comments for showing real value.

What this means for your marketing

  • Stop obsessing over likes and comments alone.

  • Start watching:

    • Views (especially videos/Reels)

    • Saves and shares

    • Story completion rates

    • DM responses

    • Website clicks

Example: if your post got 10 likes but 500 views and 3 DMs asking about your services = that’s a win.

The DM Strategy

Because people aren’t reacting publicly, make it easier to respond privately.

  • End posts with “DM me X” instead of “comment below”.

    • Product biz: “DM me ‘autumn’ for first dibs on the new collection.”

    • Service biz: “DM me ‘yes’ if you’d like the free pricing guide.”

  • It says: I want to talk to you, not to a crowd.

  • Tools like Manychat can automate this for you.

Platform-Specific Adjustments

  • Instagram: focus on Reels views & Stories.

  • Facebook: move to Groups and Messenger.

  • TikTok: views = the metric; don’t panic over low likes.

  • LinkedIn: still offers decent organic reach (for now?).

The “Compel & Converse” strategy

How to stop shouting into the void and start sparking real attention:

  • Take someone by surprise.
    Not necessarily absolute shock-value stuff; just say something that makes them pause mid-scroll. A truth they hadn’t quite put into words yet, or a hot take delivered with a bit of humour.

  • Invite opinions with a clear call to action.
    People want to talk, but somehow feel they need permission. Instead of “What do you think?”, try “Would you still do this if no one could see it?” or “Which side are you on?” Specific questions spark specific responses.

  • Share something relatable.
    The kind of content that makes people go, “Oh, it’s not just me then.” Think: behind-the-scenes honesty, a small failure turned funny, or a quiet win you nearly didn’t post. Relatability is the new reach.

  • Use polls, question stickers, or ‘this or that’ posts (but with purpose).
    Don’t do it just for interaction points. Use these as conversation starters or soft research: “What should we create next?”, “Which pain point feels more real to you?”, “Which caption style stops your scroll?”.

  • And always open the DM door again.
    Not everyone wants to perform in public. A gentle “DM me your thoughts if you’d rather keep it private” can double your actual engagement, while building trust in a way no comment thread ever could.

The over-reliance problem

Here’s the bit most people won’t tell you: social media has had far too much attention for far too long.

For many businesses - especially small ones - it’s become the default marketing plan: post, post, post.

But the truth is that socials often drive a tiny fraction of actual sales.

If you’re putting most of your marketing energy into platforms that don’t deliver meaningful results, you’re not failing, you’re just overinvesting in the wrong area.

Think of your marketing like an ecosystem, not a single plant you keep watering while the rest of the garden wilts.

Your website, email list, search visibility, collaborations, real-world connections - they all matter and should be working together.

And to make smart, sustainable choices, you need to measure real outcomes, not vanity metrics. Not how many likes you got, but how many enquiries came in, how many returning customers you gained, how many people actually clicked through to learn more.

Social media should be one voice in the choir, not the whole concert.

Practical changes to make this week

Small shifts, big difference. Here’s how to start aligning your marketing with reality (not algorithms):

  • Stop judging success by likes.
    Likes are nice, but they’re the digital equivalent of polite nods at a networking event - pleasant, but not necessarily meaningful. Look for signs of interest, not applause

  • Add a DM call-to-action to your next few posts.
    See what happens when you make it easy for people to reach out privately. You’ll often get deeper, more honest messages - the kind that never show up in your analytics but drive real connections and sales.

  • Try one interactive format.
    A poll, a quiz, a question sticker … something that invites even tiny participation. It’s not about gimmicks; it’s about reminding your audience there’s an actual human on the other end.

  • Check your views and Story completion rates instead of likes.
    They tell you who’s staying for the story, not just tapping the screen out of habit. If people watch to the end, your content is working, even if they never comment.

  • Track your “most-saved” posts to learn what really matters to your people.
    A save is digital shorthand for “this is useful” and it’s often a bigger compliment than a like. It means someone plans to come back, or share it later, which signals genuine value.

  • Revisit where your business actually gets results - and be prepared to learn that socials might not top the list.
    Check your enquiry sources, your sales data, your referrals. If your best leads come from email, networking, or SEO, give those channels the energy they deserve. There’s no rulebook that forces you to prioritise social media.

The bigger picture

I’m not saying social media is dying. At all. But it IS changing.

We’ve shifted from loud, public engagement to quiet, private connection. The heart reacts are fewer, but the DMs are richer.

  • Intimate engagement now beats public engagement.
    Comments might have slowed, but private messages, link clicks, and story replies are where real conversations happen. The algorithm doesn’t measure that, but your clients and leads do.

  • People are watching, even when they’re not liking.
    The “lurker economy” is real. Your audience is absorbing your content, forming impressions, and making decisions long before they tap anything. Don’t confuse silence with disinterest.

  • Marketing has to evolve with how people actually behave right now, not how they behaved in 2019.
    The scroll is faster, attention spans are shorter, and authenticity is increasingly beating polish. Your strategy should reflect today’s digital culture, not nostalgia for the old one!

  • And it’s time to rebalance.
    Social media is just one piece of a much bigger puzzle. Real success comes from treating your marketing like an ecosystem, where social supports (not overshadow) the other channels that quietly drive results.

    So, keep showing up on socials, but make sure it’s part of a whole strategy that supports your business, your energy, and your actual goals.

Final reality check on social media engagement

If your engagement is down, you’re in good company. The brands winning in 2025 aren’t those with the most comments necessarily, but the ones adapting.

That means:

  • Showing up consistently (which doesn’t mean daily).

  • Making DMs easy.

  • Creating thumb-stopping content.

  • Measuring what actually matters.

  • Spreading your energy across channels that really move the needle.

Stick with it. You’re not behind, you’re just playing the current version of the game.

References & links

Karen Webber
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