Brands Shift Marketing Strategies To Tiktok Amid Instagram Decline

In a significant shift for social media marketing, the latest Emplifi 2026 Social Media Benchmarks report reveals that brands are experiencing unprecedented growth on TikTok, with median follower counts increasing by over 200% year-over-year in 2025. This surge positions TikTok as a dominant player in the social media landscape, overshadowing traditional platforms like Instagram, which has seen only mid-single-digit growth and a continuing decline in organic reach. According to TechJuice, "Brands are experiencing their most significant audience growth on TikTok, even as organic reach continues to slow on Instagram and other legacy networks." This trend underscores the necessity for marketers to adapt their strategies to align with TikTok's unique algorithm and user engagement patterns, which prioritize content quality and watch time over follower counts.