Metricool just released their 2023 Social Network Study. Here are the highlights.

Reels (video): increased 6x in 2023, and Reel engagement is up by 33%
Posts (stills): decreased reach and interactions
More people are watching videos without engaging. So your content may be getting seen, but you’re just not getting interactions.
For accounts under 2,000 followers, in 2023, the average number of posts was 2-3 per week PLUS one Reel every other week.
Trend: Facebook is pushing Reels more, so adapt accordingly

Average daily users has dropped, but it’s still an important platform.
For accounts under 2,000 followers in 2023, the average number of posts was 5-8 per week
Unlike with Facebook, X users are engaging more with the posts they see, especially on small accounts
Trend: increasingly helpful for brand awareness

Overall views are down
But post shares have increased by 33%. So content appears to be getting to the right audiences.
For accounts under 2,000 followers, the average number of posts was 2-2.6 per week
Trend: LinkedIn is becoming “more about content and interaction than recruiting.”. And for posts, focus on quality over quantity

Pinterest remains the best platform for discovery
Engagement is up 32% and continues to generate traffic to your website
The average pin is clicked 19.6 times.
The average post link is clicked 1.2 times
Trend: Pinterest is moving towards being a network for direct purchases. “Visual quality will be a key point to stand out and get as many interactions and clicks as possible.”

Stories are getting more reach and impressions, especially for tiny accounts
Posts (stills) are down and Reels (video) are up
For accounts under 2,000 followers, the average number of posts each week was 2, PLUS one Reel
Reels (videos) perform at least twice as well as Posts (stills)
Reels perform best when you want to reach people who aren’t familiar with your brand
Carousels perform best when you want to interact with your community
Stills don’t perform as well as carousels with followers, though interactions with carousels are lower
If you don’t have trend data on your audience, post at 8pm. Second-best is 3pm, even on weekends.
Trends: Stories and Reels will continue to perform better than Posts (stills)

For accounts under 2,000 followers, the average number of videos each week was 2.1-2.9
Trend: fewer but longer videos. The average is now 55 seconds.
Google Business Profile:
22.5% increase in mobile impressions on Google Maps
The average Google Business Profile got 136 clicks in 2023
Google Business Profile posts grab more space in Google’s search results

Posting frequency is up across all channels and sizes. Content production has grown by 27%.
For accounts with 0-500 followers, the average is 3.49 posts per week. For 500-2,000 followers, the average is 12.31 posts per week (!)
Interactions are down

The algorithms are getting more accurate, meaning that the platforms are doing a better job of serving the right content to the right people
Video formats are still on the rise. It’s important to have engaging visual content.
Smaller accounts get more engagement.

New Social Network Study