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Emplifi Reports Significant Rise in TikTok Brand Followers

In its recently released 2026 Social Media Benchmark Report, Emplifi, a leading customer experience and social media marketing platform, unveiled groundbreaking insights into brand performance across various social media platforms. The report noted a staggering 200% increase in median brand follower counts on TikTok in 2025, marking this platform as a key player in the social media landscape for brand engagement.

TikTok's Ascendancy in Social Media Marketing

The report indicates that the rapid follower growth on TikTok represents the highest engagement levels observed for brands compared to other platforms. Not only did TikTok achieve this impressive follower increase, but it also demonstrated twice the median interactions when compared with Instagram and a remarkable 20 times more interactions than Facebook. This underscores TikTok's unique capacity to captivate audiences and encourage engagement, setting it apart from its competitors.

Furthermore, LinkedIn also reported substantial growth, highlighting the platform's effectiveness in reaching professional audiences through employer branding and thought leadership strategies.

Engagement Rates Across Platforms

Emplifi's research suggests that engagement rates are diverging sharply among different social media channels. TikTok led the way with a median engagement rate of 27.6% in the last quarter of 2025, while Instagram's engagement rate has seen a decline, dropping from 16.9% in Q1 2024 to 9.7% by the end of 2025. Facebook lagged significantly, with median engagement rates between only 1.4% to 2.5% over the same period.

What these numbers reveal is a shift in consumer behavior and preferences, with platforms like TikTok that cater to dynamic, fast-paced content gaining unprecedented traction.

Content Performance Insights

When analyzing content performance, Emplifi found that a variety of content formats resonate differently across platforms. Facebook Live videos, for instance, garnered an average of 37.5 interactions per post, outpacing image-based posts and link shares. Similarly, Instagram Carousels and Reels showed strong performance, generating around 44% more engagement compared to traditional image posts, while Instagram videos amassed 30 times more interaction than Facebook video content.

On X, lightweight formats like GIFs displayed significant appeal, further illustrating the evolving preferences of social media audiences today.

Advertising Trends in Social Media

In terms of advertising spending, TikTok consistently leads with a median ad spend of $14.9K per account in Q4 2025. Meanwhile, Facebook maintained a steady ad spend between $8.5K and $11.2K, with Instagram trailing behind at only $5.1K. More notably, Instagram witnessed a significant rise in ad spend for Reels, which tripled over the past year, indicating a shift towards engaging video content within advertising strategies.

Adapting Strategies for Success

As Susan Ganeshan, Emplifi's CMO, noted, the latest benchmark data illustrates that social media strategies must adapt to individual platform dynamics to maximize results. She emphasized the importance of treating TikTok as a core channel rather than a side project, affirming that brands utilizing this strategy are seeing the most significant gains.

At the same time, she acknowledged that while TikTok is thriving, Facebook and Instagram still play crucial roles in providing steady reach. The challenge now lies in how brands can optimize their content and campaigns to resonate with audiences across these various platforms effectively.

Conclusion

The insights from this report highlight the necessity for brands to continuously adapt and engage with their audiences through innovative strategies tailored to each platform. With the fast rise of TikTok, social media marketers must embrace the evolving landscape and leverage it to enhance customer engagement while maintaining a balanced approach across other traditional platforms.

Emplifi continues to be at the forefront of social media analytics, providing brands with the tools necessary to navigate these waters successfully. As the realm of social media evolves, staying informed and agile will be key to achieving marketing success in the years to come.