Do you feel like your Instagram posts aren’t reaching as many people anymore? You’re not alone.
Takeaways 🚀
✅TikTok leads in follower growth.
✅Instagram’s organic reach declines.
✅LinkedIn excels in professional branding.
✅Facebook remains a reach anchor.
✅Reels dominate Instagram engagement trends.
The social media landscape changes fast. As a result, what worked yesterday might not work today. Recently, the Emplifi team released their latest Emplifi Social Media Benchmarks report.
In this new report, they analyzed more than 200,000 branded social media profiles. Their goal was clear: to understand how followers grow and what type of content works best.
Ultimately, the results reveal an uncomfortable truth for some platforms and a big opportunity for others.
To do this, they analyzed more than 200,000 branded social media profiles. In particular, their goal was clear: to understand how followers grow and what type of content works best.
Consequently, the results reveal an uncomfortable truth for some platforms, while at the same time presenting a significant opportunity for others.
The Unstoppable Growth of TikTok
In recent years, TikTok has evolved far beyond being just a dance app. As a result, it has become both a cultural and marketing powerhouse.
The report’s data is clear and compelling. Specifically, brands are seeing their greatest success on this platform. For example, in 2025, TikTok growth in terms of brand followers increased by more than 200% year over year.
As a result, this far surpasses all other platforms.
Furthermore, it’s not just about follower counts. In fact, TikTok also produces high engagement per post. This further demonstrates the platform’s immense potential.
On the other hand, there’s a catch. Because TikTok is built on entertainment, marketers must adjust their approach accordingly. If your brand focuses on fun, native content, then the platform’s reach potential becomes enormous.
Instagram’s Organic Reach Slows Down
Meanwhile, as TikTok accelerates, Instagram appears to be hitting the brakes.
According to the report, a clear trend is emerging: Instagram’s organic reach is steadily declining. Consequently, this drop impacts all types of posts across the platform.
For many social media managers, this probably comes as no surprise. As time goes on, it is becoming increasingly difficult to reach new audiences without investing in paid ads.
Even so, it’s not all bad news. On the contrary, Instagram remains essential for many brands. According to Emplifi, the platform continues to see steady—if modest—follower growth, typically staying in the mid single digits. Moreover, this consistent performance reinforces Instagram’s value as a core component of any social media strategy.
As a result, Instagram and Facebook are no longer platforms for explosive growth. Instead, they now work best as anchors in your digital strategy. They help you maintain a reliable presence and stay connected with your current audience. In summary, while they may not fuel rapid expansion, their value lies in offering stability and ongoing engagement within your brand community.
What About the Other Platforms?
Additionally, the report provides a snapshot of how other social platforms are performing:
- LinkedIn: Excels in the professional field. Brands here see double-digit follower growth. It’s the ideal place for employer branding and corporate content.
- X (formerly Twitter): The news isn’t good. Follower growth is flat or even negative. It remains a niche platform.
- Facebook: Follower growth is almost zero. However, it’s still key for massive reach, especially with certain video formats.
The Content That Really Works
Therefore, being on the right social network is only the first step. You also need to publish the right kind of content to truly connect with your audience. According to the Emplifi report, different post types drive varying levels of engagement across platforms. For this reason, it’s helpful to know which formats work best:
On Instagram
Instead of relying on simple photos, users now seek movement and depth in their feeds.
- Reels: Continue to lead in engagement.
- Carousels: Work great for storytelling or showcasing products.
On Facebook
Because of this, video remains king across the platform.
- Live video: Generates the greatest reach.
- Links: Surprisingly, posts with links work well for driving traffic.
On X (Twitter)
For this reason, brevity is key.
- GIFs: Quickly grab attention.
- Simple text: Basic updates outperform more complex formats.
Adjust Your Strategy Today
With this in mind, the data is clear. If you want fast, large-scale growth, you should focus on TikTok growth. That’s where the attention is right now.
Even so, don’t abandon Meta platforms. In fact, Facebook and Instagram are still vital for maintaining your brand’s stability and presence. That said, it’s important to recognize that Instagram’s organic reach isn’t what it once was. Therefore, adjust your expectations and instead focus on formats that drive results, like Reels.
Action Steps:
- Review your current metrics and compare them with these benchmarks.
- If you’re not on TikTok yet, consider creating a test account.
- On Instagram, prioritize vertical video and carousels over static images.
Ultimately, the Emplifi Social Media Benchmarks report serves as your essential roadmap. With its insights, you can confidently navigate the changing social media landscape of 2026. As you move forward, be sure to reference this data often to guide your decisions and keep your social strategy effective in a fast-evolving digital world.
