If you’ve felt that Instagram reach is getting harder, you’re not imagining it.

Recent benchmark data suggests that TikTok is now outperforming Instagram in both follower growth and engagement, while Instagram’s organic reach is steadily declining.

In this update, I’m breaking down the findings from a new benchmark report analysing more than 200,000 brand social media profiles and what this shift means for your social media strategy in 2026.

Let’s take a closer look.

TikTok Is Leading for Follower Growth

The data comes from a recent Emplifi’s Social Media Benchmarks report, which analysed performance across multiple platforms including: Facebook, Instagram, TikTok, LinkedIn, X and YouTube.

When it comes to follower growth in 2025, TikTok clearly stands out.

Across the 200,000 accounts analysed, TikTok delivered the strongest follower growth for brands, outperforming every other platform.

Meanwhile:

• Facebook follower growth has largely flatlined

• Instagram growth has slowed significantly

• LinkedIn, Twitter and YouTube remain difficult platforms for organic follower growth

For many brands, growth on those platforms now requires paid investment or premium features.

For example, on LinkedIn we’re seeing brands generate followers through advertising campaigns and the auto-invite feature available on premium company pages

Organic growth alone is becoming much harder.

TikTok Is Also Winning on Engagement

Follower growth is one thing. But engagement tells a much bigger story.

According to the report, TikTok is now generating the highest engagement rates, particularly for large and medium-sized brand accounts.

This reflects what many marketers are already experiencing.

TikTok’s algorithm still prioritises content discovery, meaning brands can reach new audiences even without a large follower base.

In contrast, engagement on Instagram is becoming more uneven.

Large accounts can still generate solid engagement, but smaller brands are finding it increasingly difficult.

This creates a bigger challenge when trying to demonstrate social media ROI.

Facebook Is Becoming a Legacy Platform for Many Brands

One interesting insight from the report is just how low Facebook engagement has fallen.

From what we see across our consultancy and training work, many brands now treat Facebook pages as a legacy presence.

They keep the page active primarily because:

• Facebook ads remain cheap and effective

• It maintains their brand presence on the platform

However, fewer brands are investing significant effort into growing or maintaining organic Facebook content.

Instead, they focus their energy on platforms where organic reach is still achievable.

Instagram Organic Reach Is Declining

The data also reinforces a trend we’ve been discussing for a while.

Instagram organic reach is slowing across almost every type of content.

However, two formats are still performing better than others:

Carousel posts

Carousel posts remain one of the strongest-performing formats for reach and engagement.

They encourage users to spend more time interacting with the content, which the algorithm rewards.

Reels

Reels continue to be Instagram’s primary format for discovery and reach.

Many brands are now posting only Reels and carousels, skipping single image posts entirely.

The Instagram Algorithm Now Prioritises Shares and Saves

Another important shift is how Instagram measures engagement.

Today, the algorithm prioritises:

• Shares via direct messages

• Post saves

These signals indicate that users find the content valuable enough to:

• send it to someone else

• return to it later

Both actions significantly boost reach.

Interestingly, comments are no longer the primary engagement metric.

So if you’re seeing fewer comments on your posts, it’s not necessarily a sign your content isn’t performing.

What This Means for Your 2026 Social Media Strategy

So how should this data influence your strategy?

Here are three key takeaways.

1. TikTok should be part of your growth strategy

If your goal is organic reach and audience growth, TikTok remains one of the strongest opportunities available right now.

2. Instagram requires more strategic content formats

Focus on:

• Reels

• Carousel posts

• Shareable content

• Saveable content

3. Don’t rely on a single platform

Platform performance continues to shift quickly.

The best approach is always a diversified social media strategy that spreads effort across multiple platforms.

Final Thoughts

The biggest takeaway from this report is clear:

TikTok is currently the strongest platform for growth and engagement, while Instagram is becoming more competitive and harder for smaller brands.

That doesn’t mean Instagram is dead. But it does mean your strategy needs to evolve.

Focus on the formats and engagement signals the algorithm values today.