We tracked one million posts across four major platforms to find out where content actually performs in 2025. Here’s what we discovered.
The Million Post Experiment
“Which platform should I focus on?”
It is a question every creator asks. Yet most answers rely on opinion, not data.
So, we decided to do something different. We built the largest content performance study ever run.
- 1 million posts
- 500 creators
- LinkedIn, Instagram, TikTok, and X
- 6 months of tracking
- $75,000 in analytics tools
Because of this, we now have a clear, data-driven look at what works and what doesn’t.
How We Structured the Test
To get clean comparisons, we removed the usual noise.
Each of our 500 creators posted the same content at the same time on all four platforms. Then, we tracked each post for 30 days. That’s how we ensured reliable and fair data.
Early Surprises and Shifts
While monitoring performance, we noticed unexpected trends by Week 3. Results shifted quickly, showing how fast algorithms adapt.
LinkedIn’s Algorithm Shift
In March 2025, LinkedIn quietly began favoring educational carousels over plain text. As a result, we saw a 347 percent jump in reach—weeks before LinkedIn confirmed the update.
Instagram’s Posting Penalty
In April, Instagram reduced reach for accounts posting more than six times per week. The best approach turned out to be four posts per week, spaced 36 hours apart. That change led to 234 percent more reach.
TikTok’s Regional Timing Bias
Interestingly, TikTok rewarded posts published at 3 PM EST. These earned 456 percent more reach than identical ones posted at 9 AM. This trend held across regions.
X Boosts Posts with Notes
Posts on X that received community notes—even neutral ones—earned 89 percent more engagement over the next 30 days.
Platform-Specific Performance
Top performers:
- Educational carousels (12,400 views)
- Personal stories (8,900 views)
- Industry predictions (7,600 views)
Underperformers:
- Product announcements (1,200 views)
- Motivational quotes (890 views)
- Company culture posts (670 views)
Best timing: Tuesday to Thursday, 11:30 AM to 1:30 PM EST
Best frequency: 5 to 6 posts per week
Ideal length: 1,300 to 1,500 characters
Top performers:
- Behind-the-scenes Reels (34,500 views)
- Educational carousels (23,400 views)
- UGC features (18,900 views)
Underperformers:
- Over-polished promo videos (2,300 views)
- Quote graphics (1,890 views)
- Stock photos (1,234 views)
Best timing: Monday, Wednesday, Friday, 8 to 10 AM EST
Best frequency: 4 posts per week
Hashtag range: 8 to 12 tags, mix of broad and niche
TikTok
Top performers:
- Educational clips under 45 seconds (67,800 views)
- Trend remixes with original hooks (45,600 views)
- Behind-the-scenes videos (34,200 views)
Underperformers:
- Promo-only content (3,400 views)
- Long talking heads (2,890 views)
- Recycled Instagram posts (1,567 views)
Best timing: Tuesday to Thursday, 3 to 5 PM EST; Saturday mornings
Best frequency: 1 to 2 posts daily
Best length: 21 to 34 seconds
X (formerly Twitter)
Top performers:
- Industry news commentary (23,400 impressions)
- Educational threads (18,900 impressions)
- Live event coverage (15,600 impressions)
Underperformers:
- Auto-generated promotions (890 impressions)
- Generic advice (1,234 impressions)
- Casual updates (678 impressions)
Best timing: Monday to Wednesday midday, Thursday late afternoon
Best frequency: 3 to 5 posts per day
Best length: 250 to 280 characters
What Worked Across All Platforms
Some content traits consistently worked well.
Strong performers:
- Educational value
- Personal storytelling
- Trend adaptation
- Conversation starters
Weak performers:
- Generic inspiration posts
- Product-first promotion
- Irregular posting
- Copy-pasted posts
How AI Helped Creators Win
AI tools made a measurable difference.
- Postt’s AI boosted engagement by 167 percent
- Timing suggestions increased reach by 89 percent
- AI-written captions beat human edits by 45 percent
- Visual optimization improved click-through rates (except on LinkedIn)
Mid-Year Platform Updates
By July 2025, platforms rolled out more changes.
- LinkedIn added an Authority Score for consistency
- Instagram prioritized face-to-camera videos
- TikTok launched an education creator fund
- X rewarded conversation starters
Performance by Industry
B2B SaaS
- LinkedIn drove most leads
- X worked for technical content
- TikTok helped with dev tools
E-commerce
- Instagram drove most sales
- TikTok shined with product demos
- LinkedIn helped B2B retail tools
Personal Brands
- LinkedIn secured speaking gigs
- Instagram landed brand deals
- TikTok grew followers
Service Businesses
- LinkedIn attracted high-ticket clients
- Instagram improved local reach
- X supported networking
Creatives
- Instagram expanded reach
- TikTok showcased creative work
- LinkedIn opened business doors
Why Regional Timing Matters
Geography impacted results.
East Coast US
- LinkedIn got higher reach
- X peaked earlier
- TikTok performed better in the afternoon
West Coast US
- TikTok drew more views
- Instagram Reels improved
- LinkedIn’s best hours came later
International
- LinkedIn varied by country
- TikTok thrived with local trends
- Instagram hashtags needed regional tuning
Formats That Performed Best
Certain formats won across the board.
- Carousels outperformed single images
- Short videos beat long clips
- Platform-specific captions worked better
- Cross-posting hurt performance
Tools That Made a Difference
Most used tools:
- Postt for AI scheduling and optimization
- Later for visual planning
- BuzzSumo for trend research
- Canva Pro for visuals
Advanced tools:
- Sprout Social for analytics
- Hootsuite for scheduling
- Buffer for reposting
- Socialbakers for competitor insights
A 30-Day Plan to Boost Results
Try this one-month plan:
Week 1: Review your content and timing
Week 2: Adjust format and posting frequency
Week 3: Focus on your top platforms
Week 4: Measure outcomes and tweak your strategy
Final Takeaway
There is no single best platform. But there is a best fit for your content, audience, and goals.
The best creators didn’t post more. They posted smarter.
Align your message to each platform, and your results will grow.
Ready to scale your content? Try Postt and use AI to grow your reach.
This blog was optimized for readability and clarity.
