TikTok Dominates Brand Growth as Instagram Organic Reach Falls

TikTok’s Explosive Rise

The headline finding is hard to ignore: median brand follower counts on TikTok surged by more than 200% year-over-year in 2025. The platform also recorded high engagement per post, underscoring its growing role as a powerful channel for brands willing to invest in entertainment-first content. With the right strategy, the potential for reach on TikTok is substantial — though marketers must tailor their approach to fit the platform’s fast-paced, creator-driven culture.

LinkedIn also showed strong momentum, delivering double-digit median follower growth driven by professional and employer branding content. Instagram, meanwhile, posted steady mid-single-digit median follower growth, and Facebook remained largely flat — though both platforms continue to serve as essential foundations for overall audience reach.

Instagram and Facebook: Reliable but Slowing

For Instagram specifically, the report highlights a notable decline in organic reach across all post types — a trend that will come as little surprise to most marketers. Carousel posts and Reels continue to outperform other formats on the platform. On Facebook, live video generates the most reach, followed by link posts. X (formerly Twitter) tells a different story, with brand profiles seeing flat to slightly negative follower growth. On that platform, GIFs and basic text updates perform best, while link posts fare poorly as X actively limits external traffic to keep users within its ecosystem.

The data paints a clear picture: brands seeking rapid audience growth should look seriously at TikTok, while Instagram and Facebook remain critical for maintaining scale and consistency. X may still offer value for niche audiences, but its growth potential for most brands appears limited.