TikTok Sees Brand Growth Spike, Instagram Sees Reach Decline

Brands experienced their most significant audience expansion on TikTok in 2025, according to the Emplifi 2026 Social Media Benchmarks report. The analysis, based on over 200,000 branded profiles across major platforms, shows median follower counts for brands on TikTok rose more than 200% year-over-year. This growth underscores TikTok’s position as a dominant cultural and entertainment hub, delivering high engagement per post and substantial reach potential for marketers who adapt to its fast-paced, creative format.

In contrast, Instagram showed more modest progress, with mid-single-digit median follower growth. Organic reach continued to decline across all post types, a trend marketers have observed for several years as the platform prioritizes paid promotion and algorithmic curation. Despite this slowdown, both Instagram and Facebook remain critical anchors for overall audience scale, providing reliable, broad reach rather than explosive growth.

LinkedIn delivered strong, targeted gains with double-digit median follower increases, particularly for professional and employer branding efforts. On X (formerly Twitter), brand profiles saw flat to slightly negative median follower growth, reflecting ongoing challenges in maintaining momentum on the platform.

Facebook and Instagram continue to serve as foundational channels for sustained visibility. X remains more niche but viable for certain targeted audiences.