Brands Grow Fastest on TikTok While Organic Reach on Instagram Declines

Key Findings from Social Media Benchmarks Report 2026

According to Emplifi’s Social Media Benchmarks Report 2026, which analyzed more than 200,000 brand profiles globally, TikTok has become the fastest-growing platform for audience expansion. In 2025, median follower growth exceeded 200% year-over-year. This means that at least half of the analyzed brands tripled their audience within twelve months.

TikTok is now the primary growth engine in social media. The platform also delivered the highest median engagement per post, outperforming competitors in interaction rate and content visibility. Short-form video remains the dominant driver of user attention, and brands that publish consistently native content see up to 2.5 times higher engagement compared to repurposed formats.

At the same time, Instagram continues to face declining organic reach. Industry data shows that the average organic reach per post dropped by 18–22% compared to the previous year. Organic visibility is becoming structurally limited without paid promotion. Although follower growth remains stable, it is moderate and no longer exponential.

Facebook shows almost flat median follower growth, and engagement rates for many pages remain below 0.1%. Facebook and Instagram remain foundational channels, but they are no longer rapid scaling tools.

LinkedIn demonstrated double-digit annual audience growth between 15–20%, largely driven by professional positioning and employer branding strategies. In contrast, X recorded zero or slightly negative median growth, reflecting stagnation and shifting audience behavior.

Content Format Performance by Platform

On Instagram, carousel posts and Reels outperform static images by 30–35% in engagement rate. On Facebook, live video generates the highest reach, followed by link posts. On X, GIFs and short text posts perform better, while posts containing external links receive the lowest distribution due to algorithmic suppression.

Content format adaptation is no longer optional — it is strategic. Brands that tailor content to platform-specific mechanics significantly outperform those using universal distribution models.

Strategic Implications

Platform-native content determines growth speed. TikTok offers exceptional scaling potential for brands that embrace entertainment-driven storytelling. Instagram and Facebook require paid amplification to maintain visibility. LinkedIn strengthens its B2B and authority positioning role, while X is gradually transitioning into a niche channel.

The central insight is clear: algorithms reward relevance, not presence.