For emerging brands, startups, individual creators, or new projects, a big question in 2025 remains: What is the best social media platform to grow if I have few followers and zero budget? The Metricool 2025 annual report, based on the analysis of millions of posts, offers concrete answers by identifying which platforms favor small accounts and which algorithms allow increased visibility without needing to invest in advertising.
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TikTok: the favorite for taking off from scratch
Without a doubt, TikTok continues to be the platform that best rewards small accounts. Its algorithm is not based on the number of followers, but rather on the content’s ability to retain attention and generate quick engagement.
Data from the Metricool report:
- +70.25% increase in reach
- +71% growth in watch time
What it means: A quality video can go viral even if the account has fewer than 1,000 followers. Discovery is meritocratic and non-cumulative, leveling the playing field.
Advantages for small accounts:
- Fast exposure
- Algorithm prioritizes recent content
- Possibility of organic growth without paid ads
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YouTube Shorts: long-term scalability
Although YouTube is often associated with big creators, YouTube Shorts has emerged as a very viable option for emerging accounts. According to Metricool, playback growth is consistent and content has a longer shelf life than on other platforms.
Key data:
- +7.59% increase in views
- Longer content longevity
Ideal for:
- Educational content or tutorials
- Specific niches not seeking immediate virality
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LinkedIn: high engagement with low reach
For those targeting professional or B2B niches, LinkedIn is a gem. Although its organic reach is not the highest, small accounts achieve per-follower engagement rates well above average.
Highlights:
- +99% growth in interactions
- +122% in link clicks
Advantage: While it won’t make you go viral, LinkedIn can help generate real conversions from the beginning, ideal for freelancers, agencies, or independent professionals.
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Instagram, the most challenging for new accounts
Although Instagram remains a platform with strong visual potential, Metricool’s report reveals that organic reach has declined, especially in Reels (-20%). Small accounts face more challenges growing without ads.
Exceptions:
- High-value educational carousels
- Frequently interactive Stories
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Facebook: better reach for accounts with investment
Facebook still generates traffic and conversions, but organic growth has dropped by -41%. This makes it a less efficient platform for those not investing in ads.
Only recommended for:
- Accounts with a paid content strategy
- Local communities or specific groups
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Pinterest: a good platform for evergreen content
Although Pinterest isn’t the most popular among new creators, the study shows a 55.10% increase in clicks, making it valuable for driving traffic without paying.
Ideal for:
- Blogs, recipes, DIY, and ecommerce
- Timeless visual content
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Which algorithms are most friendly for growing without ads?
1. TikTok: pure discovery algorithm
It evaluates each video individually and shows it to new audiences from the very first minute. If the video generates good retention and reactions, it keeps scaling.
2. YouTube Shorts: extended lifecycle
You don’t need immediate virality. A video can be rediscovered weeks or months later if it matches a user’s search or behavior.
3. LinkedIn: prioritizes niche relevance
It values the quality of the conversation generated. A good post can remain visible for several days, especially with meaningful interactions.
Where to start if you have few followers?
If you’re just starting your digital presence, the Metricool study is clear: TikTok is the most accessible platform to grow quickly, while YouTube Shorts offers sustainable scalability. For those seeking conversions in professional sectors, LinkedIn is an effective option from day one.
Organic growth is still possible in 2025, as long as quality content is combined with the right platform choice. Making the right choice from the beginning can be the difference between posting into the void or building a community from scratch.
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