Brands see biggest growth on TikTok but organic reach is slowing on Instagram

02/22/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Emplifi’s 2026 Social Media Benchmarks Report: Key Brand Performance Insights

The latest Emplifi Social Media Benchmarks report reveals that TikTok leads in brand follower growth with over 200% year-over-year increase, highlighting its rising cultural influence. Instagram and Facebook maintain steady but modest growth, serving as reliable platforms for audience scale rather than rapid expansion. LinkedIn shows strong targeted growth aligned with professional branding, while X (formerly Twitter) experiences flat or negative follower trends. Post performance varies by platform, with carousels and reels excelling on Instagram, live video on Facebook, and GIFs on X.

Optimixed’s Overview: How Brands Can Leverage Emerging Social Media Trends for 2026 Success

Understanding Platform-Specific Growth Dynamics

The Emplifi report analyzed over 200,000 branded social media profiles to identify key trends in audience growth and engagement across major platforms. The standout finding is TikTok’s explosive growth, with median follower counts increasing by more than 200% in 2025. This highlights TikTok’s role as a dominant entertainment-driven platform offering significant reach potential for brands that tailor their marketing approach to its unique user behavior.

Stable Foundations and Shifting Engagement on Facebook and Instagram

While TikTok surges, Facebook and Instagram serve as steady anchors for brand audience size. Instagram shows consistent mid-single-digit follower growth, whereas Facebook remains largely flat. Yet, organic reach on Instagram is declining across all post types, signaling the need for brands to adapt their content strategies. Carousel posts and reels remain top performers on Instagram, suggesting a focus on engaging, visual content.

Diverse Platform Performance and Content Strategies

  • LinkedIn: Experiences strong, targeted follower growth driven by professional and employer branding efforts.
  • X (formerly Twitter): Faces flat to slightly negative follower growth; GIFs and text updates perform better than links, which see limited reach due to platform restrictions.
  • Facebook: Live videos achieve the highest reach, followed by link posts, indicating opportunities for real-time engagement and traffic generation.

Strategic Recommendations for Brands in 2026

Brands should consider prioritizing TikTok with tailored content strategies to capitalize on its rapid growth and engagement. Utilizing tools like TikTok’s Top Ads and Keyword Insights can help brands benchmark and optimize their campaigns. Maintaining a presence on Facebook and Instagram remains essential for broad audience reach, though adapting to changing organic visibility is crucial. Meanwhile, X’s evolving niche status means brands should evaluate audience fit before investing heavily. Overall, understanding platform-specific trends and content preferences will enable brands to maximize social media impact in the coming year.