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

Social Media Today

by Andrew Hutchinson

February 23, 2026

AI-Generated Deep Dive Summary

The latest Social Media Benchmarks report from Emplifi reveals significant shifts in social media performance across major platforms. TikTok stands out as the top performer for brand growth, with follower counts rising over 200% year-over-year. This growth is driven by TikTok's entertainment-focused nature and high engagement rates per post, making it a key platform for brands to explore. In contrast, Instagram shows slowing organic reach, though both Instagram and Facebook remain foundational for audience scale despite steady but modest growth. TikTok’s success reflects its cultural influence and potential as a marketing tool. Meanwhile, Instagram’s organic reach is declining, with engagement metrics showing challenges in maintaining growth. This trend highlights the need for brands to adapt strategies on platforms like Instagram, focusing on content types like carousel posts and reels that still perform well. Facebook continues to be reliable for reach, with live videos leading in performance, while LinkedIn offers targeted professional growth opportunities. Other platforms show varied results: X (formerly Twitter) experiences flat to negative follower growth, suggesting it may become more niche unless aligned with specific audiences. Brands should consider these insights when planning their social media strategies. Emplifi’s report underscores the importance of platform-specific approaches and leveraging tools like keyword insights for informed decision-making. For marketers, understanding these trends is crucial for allocating resources effectively. While TikTok offers growth potential, maintaining a presence on Instagram and Facebook remains essential due to their broad reach

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Originally published on Social Media Today on 2/23/2026