TikTok Brand Follower Counts Grew 200%
Median brand follower counts on TikTok increased 200% year-over-year, according to Emplifi’s 2026 Social Media Benchmark Report. The growth significantly outpaced that of other major platforms like Instagram, Facebook, and X, highlighting TikTok's increasing dominance in user engagement and its central role for Gen Z audiences.
- According to the Emplifi report, TikTok not only led in follower growth but also generated double the median interactions of Instagram and 20 times the median interactions on Facebook in 2025. - TikTok's median engagement rate reached 27.6% in the last quarter of 2025, while Instagram's dropped to 9.7% in the same period. A separate social media benchmark study found TikTok's average engagement rate to be 3.70%, a 49% year-over-year increase, compared to Instagram's flat 0.48% and Facebook's 0.15%. - The platform's success with brands is tied to its "For You" page algorithm, which prioritizes content discovery based on user interaction signals like likes, shares, and watch time, rather than just showing content from followed accounts. This gives even new brand accounts the potential for viral reach. - Gen Z is a key audience on the platform, with over 42% getting their news from social media daily, and TikTok is the most popular source at 21%. This demographic has a unique approach to media, preferring interactive, authentic, and personalized short-form video content. - In terms of advertising, brands are investing more heavily in the platform; TikTok commanded the highest median ad spend per account in late 2025 at $14,900, compared to Facebook's $11,200 and Instagram's $5,100. - Successful brand strategies on TikTok often involve creating authentic, entertaining content that feels native to the platform, rather than overly polished advertisements. Tactics include participating in trends, using popular sounds, and collaborating with influencers who have highly engaged niche audiences. - While follower counts and engagement are high, some data suggests a shift toward more passive consumption, with the average number of comments per post decreasing on TikTok even as shares and overall engagement have grown. - Brands are advised to post consistently, with an average of about five posts per week, to maintain visibility with both the algorithm and their audience.
