TikTok continues to widen its lead as the world’s most engaging social media platform, according to Emplifi’s 2026 Social Media Benchmarks report. The data shows that TikTok outperforms other major platforms in engagement, audience growth, and content discovery, confirming its dominance in the digital landscape.
Engagement Rates Set TikTok Apart
Between the first quarter of 2024 and the fourth quarter of 2025, TikTok consistently recorded the highest median engagement rates worldwide. Engagement peaked at 35.9% in Q3 2025, remaining strong at 27.6% by year-end. Earlier, the platform recorded 32% in Q1 2024 and 30.2% in Q3 2024.
By contrast, Instagram’s engagement fell from 16.9% in Q1 2024 to 9.7% in Q4 2025, while Facebook remained flat, fluctuating between 1.4% and 2.4%. This demonstrates TikTok’s unmatched ability to sustain audience interaction at scale.
Keeping Engagement Strong at Scale
TikTok’s performance grows even stronger as accounts increase in size. Large-brand accounts on TikTok generate more than twice the median interactions of Instagram and over twenty times that of Facebook. On other platforms, engagement often drops as followers grow, but TikTok’s algorithm-driven model ensures content reaches audiences beyond existing followers.
Platforms continue to serve specific niches. TikTok thrives on personality-led, discovery-focused storytelling. X is strong for timely, conversation-driven content. Facebook connects audiences through service and utility-driven posts. Instagram excels at visually rich, lifestyle-orientated storytelling.
Follower Growth Trends
TikTok also leads in follower growth. Median brand follower counts increased by more than 200% year-over-year. Instagram saw steady mid-single-digit growth. LinkedIn recorded double-digit gains. YouTube grew moderately, and Facebook remained largely flat. X showed little to no change. This highlights TikTok’s ability to rapidly expand audience reach while keeping engagement high.
Discovery and Algorithm Impact
By the end of 2025, over 70% of TikTok video traffic originated from the “For You” feed. Traffic from follower feeds, profiles, and searches steadily declined, showing that TikTok prioritises content performance over follower networks. For brands, producing shareable and engaging content is critical for visibility.
Advertising Performance
TikTok also leads in ad investment. Median ad spend per account reached approximately $14.9K in Q4 2025. Top-performing accounts spend two to three times more than average advertisers and generate significantly deeper impressions. TikTok’s cost per thousand impressions (CPM) ranges from $0.90 to $1.30, often lower than Meta platforms, making it both high-performing and cost-effective.
Implications for Brands in 2026
Emplifi’s report confirms that TikTok is not just a platform for visibility; it is a platform for participation. Engagement, discovery, and shareability matter more than follower numbers. Brands that focus on creator-driven storytelling, viral-ready content, and authentic interactions are best positioned to succeed.
TikTok’s continued growth and algorithmic reach make it the platform to watch, invest in, and master. For marketers in 2026, the message is clear: TikTok is where audiences engage, share, and connect, and the leadership gap with other platforms is only expanding.
