As promised last week, I want to share a couple of observations from Metricool’s 2025 Social Media Study which has some interesting data on two platforms which were not analyzed in the previous social media study I wrote about, namely YouTube and LinkedIn. Today, let’s look at YouTube.

According to Metricool, YouTube has highest impression rate per follower and the highest interaction rate per follower of all the platforms they looked at¹. By a large margin. And they specifically highlighted that this is consistent across accounts from less that 2,000 followers up to 50,000 followers.

What does that mean?

In the first place, it means is that the YouTube algorithm is really good at getting your content out in front of people. If your content is being seen by 15x the number of followers you have, chances are those impressions are coming from well beyond just your follower base.

In the second place, it means that people on YouTube aren’t shy about reacting to content.

Those two elements combined are why Metricool puts YouTube at the very top of its social media funnel:

Add to this the idea that YouTube content requires some amount of value forethought and the medium has a strong archival bent, and I think YouTube becomes one of the most prominent platforms for delivering valuable content, specifically in the audio/video format.

1. For some quick definitions: impressions are how many times any content shows up on someone’s feed, even if it’s the same person’s multiple times, while interactions are anytime content is expanded, liked, commented on, or otherwise directly reacted to. ↩︎