The latest data from the MMA Social Media Monitor for the first quarter of 2025 have been published in Retriever. They show a strong growth of women’s magazines on TikTok. Titles such as LINDA., Vogue, Cosmopolitan, ELLE, Flow, and &C have seen a significant increase in followers. TikTok’s share grew from 5% to 8%, continuing to be the fastest-growing platform within magazine media.
In addition to the rise of women’s magazines on TikTok, a shift in platform usage is visible. Notably, opinion and newspaper magazines are gaining more followers on Instagram, which is increasingly being used as a news platform. LinkedIn is also gaining ground, while X no longer shows growth in followers for any magazine brand.
Facebook still holds the largest share with 40%, followed by Instagram (33%) and TikTok (8%), which is now almost equal to X (9%). YouTube (6%), Pinterest (4%), and LinkedIn (1%) follow.
Miljuschka remains the largest magazine brand across all social media channels, followed by LINDA., vtwonen, Voetbal International, and Playboy. All brands in the top 5 have more than one million followers.
The MMA Social Media Monitor is published quarterly. This 35th edition measures 134 Dutch magazine brands.
