TikTok Brand Follower Counts Grew 200% YoY
What happened
Median brand follower counts on TikTok increased by 200% year-over-year, according to Emplifi's 2026 Social Media Benchmark Report. The report highlights key performance data for brands across major social media platforms, including TikTok, Facebook, Instagram, and X. The growth underscores TikTok's increasing importance for brand marketing and customer engagement.
Why it matters
- TikTok's audience grew by 17% in 2025, outpacing other major platforms like LinkedIn (14%) and Instagram (13%). - The platform's average engagement rate reached 3.70% in 2025, a 49% year-over-year increase, which is significantly higher than Instagram's 0.48% and Facebook's 0.15%. - While overall engagement has grown, average comments per post on TikTok declined by 24%, indicating a user behavior shift toward more passive content consumption, such as watching and scrolling. - Global advertising revenue on TikTok is projected to reach $34.8 billion in 2026, a significant jump from $23.58 billion in 2024, with forecasts suggesting it could exceed $50 billion by 2027. - The average user now spends 1 hour and 37 minutes on the TikTok app daily, which is about 14% longer than the average time spent on YouTube. - For product discovery, 49% of Gen Z consumers now turn to TikTok, and social platforms as a whole drive over 60% of product discovery, surpassing Google's 34.5% share. - TikTok Shop's sales in the U.S. are projected to reach between $20 billion and $23.4 billion in 2026, following a 108% year-over-year growth to $15.82 billion in 2025. - AI is increasingly used to optimize marketing performance on the platform through automated ad targeting, real-time campaign adjustments, and trend forecasting to capitalize on viral moments.
Key numbers
- Median brand follower counts on TikTok increased by 200% year-over-year, according to Emplifi's 2026 Social Media Benchmark Report.
- - TikTok's audience grew by 17% in 2025, outpacing other major platforms like LinkedIn (14%) and Instagram (13%).
- The platform's average engagement rate reached 3.70% in 2025, a 49% year-over-year increase, which is significantly higher than Instagram's 0.48% and Facebook's 0.15%.
- While overall engagement has grown, average comments per post on TikTok declined by 24%, indicating a user behavior shift toward more passive content consumption, such as watching and scrolling.
What happens next
- Global advertising revenue on TikTok is projected to reach $34.8 billion in 2026, a significant jump from $23.58 billion in 2024, with forecasts suggesting it could exceed $50 billion by 2027.
Quick answers
What happened in TikTok Brand Follower Counts Grew 200% YoY?
Median brand follower counts on TikTok increased by 200% year-over-year, according to Emplifi's 2026 Social Media Benchmark Report. The report highlights key performance data for brands across major social media platforms, including TikTok, Facebook, Instagram, and X. The growth underscores TikTok's increasing importance for brand marketing and customer engagement.
Why does TikTok Brand Follower Counts Grew 200% YoY matter?
TikTok's audience grew by 17% in 2025, outpacing other major platforms like LinkedIn (14%) and Instagram (13%). The platform's average engagement rate reached 3.70% in 2025, a 49% year-over-year increase, which is significantly higher than Instagram's 0.48% and Facebook's 0.15%. While overall engagement has grown, average comments per post on TikTok declined by 24%, indicating a user behavior shift toward more passive content consumption, such as watching and scrolling. Global advertising revenue on TikTok is projected to reach $34.8 billion in 2026, a significant jump from $23.58 billion in 2024, with forecasts suggesting it could exceed $50 billion by 2027. The average user now spends 1 hour and 37 minutes on the TikTok app daily, which is about 14% longer than the average time spent on YouTube. For product discovery, 49% of Gen Z consumers now turn to TikTok, and social platforms as a whole drive over 60% of product discovery, surpassing Google's 34.5% share. TikTok Shop's sales in the U.S. are projected to reach between $20 billion and $23.4 billion in 2026, following a 108% year-over-year growth to $15.82 billion in 2025. AI is increasingly used to optimize marketing performance on the platform through automated ad targeting, real-time campaign adjustments, and trend forecasting to capitalize on viral moments.
