Brands See Fastest Growth on TikTok, But Organic Reach Slows on Instagram
New benchmarks from Emplifi show that while brands are experiencing their most significant audience growth on TikTok, organic reach on Instagram is decelerating. This data suggests a shifting landscape for social media marketing, requiring different strategies for audience engagement on each platform. The findings highlight TikTok's continued dominance for brand discovery.
- The decline in Instagram's organic reach is part of a broader trend, with average reach per post dropping to around 4.0% in 2024, an 18% year-over-year decrease. For food and beverage brands specifically, the average engagement rate on Instagram was 1.35% as of January 2024. This is attributed to algorithm shifts that increasingly favor paid content and an overall saturation of content on the platform. - While TikTok offers higher organic engagement, its effectiveness for food and beverage brands lies in specific content types. Recipes, how-to videos, and "snack hacks" are among the most engaging formats for consumers. Trending content, such as "burn-away cakes" or health-focused dishes like turmeric lattes and quinoa-stuffed peppers, often sees viral traction. - For catering companies, a localized social media strategy is crucial. This includes using local SEO keywords and hashtags, engaging with the Chicago foodie community, and partnering with local food bloggers and influencers to build a network and generate business opportunities. Showcasing behind-the-scenes content from events can also offer a personal touch that resonates with audiences. - Influencer marketing remains a significant driver for food and beverage brands, with 85% of consumers having researched or purchased a product after seeing it in a post. Mid-sized influencers (10,000-1,000,000 followers) are often the most effective at driving purchase consideration for food and beverage products. For every dollar spent on influencer campaigns on Instagram, food and beverage brands can see a return of $6.50. - Short-form video continues to dominate social media strategies in the food and beverage sector. On TikTok, food and beverage brands that post around twice a week can achieve an average engagement rate of 3.7%. On Instagram, Reels and Carousels deliver the strongest median interactions, generating approximately 44% more engagement than static image-based posts. - The cost and effectiveness of paid advertising vary between platforms. On TikTok, the median ad spend per account is the highest, reaching $14.9K in late 2025. In contrast, Instagram has the lowest median ad spend at $5.1K per account, though ad spend on Instagram Reels tripled between the first quarter of 2024 and the end of 2025. - Experiential dining trends, such as pop-ups and art-themed events, are increasingly being driven by social media. Catering companies can leverage this by creating visually appealing content that showcases unique event setups and menus. Highlighting health-conscious and sustainable options is also a growing trend, with consumers showing high demand for healthier choices. - As organic reach declines, many brands are shifting focus to building owned channels and niche communities. This involves creating tailored content for specific audience segments and using social media to drive traffic to websites and email lists, where they have more control over communication.
