Brands on TikTok saw median followers skyrocket 200% year-over-year, per Emplifi's new benchmark. With engagement at 27.6% and ad spend leading the pack, here's how marketers can tap into this explosive platform for real results.
TikTok's Meteoric Rise for Brands
Did you know that while other platforms chug along with modest gains, TikTok brands just doubled their median follower counts in a single year? Emplifi's freshly released 2026 Social Media Benchmark Report drops this bombshell, showing TikTok's median follower growth hit a staggering 200% from 2024 to 2025. It's not just hype—TikTok generated the highest engagement rates and interactions, making it a powerhouse for marketers chasing visibility and loyalty.
This isn't some fleeting trend. As platforms diverge in how they reward content, TikTok stands out by favoring bold, committed strategies. Susan Ganeshan, Emplifi's CMO, puts it bluntly: "TikTok rewards commitment... Brands seeing the biggest gains treat it as a core channel—not a side experiment." If your social strategy still sidelines TikTok, this report screams it's time to rethink that approach.
Diving into the Data: TikTok's Dominance
Emplifi analyzed performance across thousands of brand accounts on TikTok, Facebook, Instagram, and X, pulling data from Q1 2024 through Q4 2025. The numbers paint a clear picture: TikTok isn't just growing; it's lapping the competition.
- Follower Growth Explosion: That 200% median increase dwarfs Instagram's mid-single-digit gains and Facebook's flatline. On TikTok, brands aren't scraping by—they're scaling fast.
- Engagement King: Median rates reached 27.6% in Q4 2025, towering over Instagram's drop from 16.9% to 9.7% and Facebook's stagnant 1.4% to 2.5%.
- Interaction Powerhouse: TikTok posts racked up twice the median interactions of Instagram and a whopping 20 times more than Facebook. No wonder ad spend hit $14.9K per account in Q4—marketers are pouring money where results pour in.
Platform Breakdown: Where TikTok Shines
To see why TikTok pulls ahead, compare it head-to-head:
| Platform | Median Follower Growth (2024-2025) | Engagement Rate (Q4 2025) | Median Interactions per Post | Ad Spend per Account (Q4 2025) |
|---|---|---|---|---|
| TikTok | 200% | 27.6% | 2x Instagram, 20x Facebook | $14.9K |
| Mid-single digits | 9.7% | Half of TikTok | $5.1K | |
| Flat | 2.5% | Lowest overall | $11.2K | |
| X | N/A (lightweight focus) | N/A | 7 (for GIFs) | N/A |
Facebook holds steady for broad reach, with Live videos grabbing 37.5 interactions per post—four times better than links. Instagram favors videos too, where Reels and carousels boost engagement by 44% over images. But TikTok? It's the full package for virality and community building.
These stats come from real brand data, not hypotheticals. And they're backed by broader industry figures: Brands running TikTok campaigns see a 26% lift in brand searches, according to recent analytics from Charle Agency. Small businesses report an 88% sales increase after going all-in on the platform, per Printful's 2026 insights.
What Fuels TikTok's Brand Surge?
So, why is TikTok leaving others in the dust? It boils down to how the algorithm rewards authenticity and speed. Users crave quick, relatable content—think user-generated vibes over polished ads. This shift hits younger demographics hard: Gen Z and millennials expect brands to build communities, making them 1.5 times more likely to try products from engaging TikTok presences, as noted in TikTok's own Next 2026 Trend Report.
Consider the ripple effects. Higher followers mean better organic reach, which slashes reliance on paid ads over time. But it's not automatic. Brands that thrive post short-form videos daily, collaborate with creators, and jump on trends early. Fail to do that, and you'll blend into the noise.
Expert voices echo this. Ganeshan adds, "Social media performance is becoming increasingly platform-specific... Brands that see the strongest results are optimizing their strategies to match how people engage on each platform." It's a call to action: Tailor your TikTok game to its fast-paced ecosystem, or watch competitors zoom past.
Real Brands Winning Big on TikTok
The report isn't abstract—it's fueled by successes like these. Take Toyota's recent campaign: They slashed cost-per-acquisition by 38% using TikTok's automotive ad formats and targeted Gen Z audiences. By focusing on engaged viewers with dynamic videos, they turned scrolls into showroom visits.
Sephora UK nailed ROAS with Search Ads, blending trending beauty hacks and shoppable links. Their strategy? Partner with micro-influencers for tutorials that feel organic, driving a 30% uptick in site traffic within weeks.
Even smaller players shine. A food brand like Pebbles™ optimized frequency targeting, keeping CPMs low while hitting key demos—resulting in a 25% engagement spike during peak seasons. These cases show TikTok's magic: When you align with its creative flow, growth follows. But ignore the platform's nuances, like favoring video over static posts, and you'll miss out.
Projections make it urgent. By end of 2026, TikTok app purchases could rise 67%, per Sprout Social forecasts. Brands not capitalizing now risk playing catch-up later.
Strategies to Ride the TikTok Wave
Ready to harness this? Here's how marketers can turn Emplifi's insights into action:
- Commit Like a Core Channel: Allocate 20-30% of your social budget to TikTok. Post consistently—aim for 3-5 videos weekly—to build momentum. Track follower growth monthly; if it's under 50% YoY, tweak your content mix.
- Prioritize High-Engagement Formats: Videos rule, so lean into duets, stitches, and trends. Test Live sessions for real-time buzz; they can double interactions overnight.
- Leverage Data for Optimization: Use TikTok Analytics alongside tools like Emplifi to monitor engagement rates. If yours dips below 20%, audit for authenticity—users sniff out salesy vibes.
- Collaborate with Creators: Partner with niche influencers for that 1.5x trial boost. Budget for micro-collabs; they're cost-effective and drive 88% sales lifts for small brands.
- Measure Beyond Followers: Track interactions and ad ROAS. With TikTok's $14.9K median spend yielding 27.6% engagement, focus on quality conversions, not vanity metrics.
These steps aren't guesswork—they're proven by the data. Start small: Run a trend-based campaign and watch the numbers climb.
The Road Ahead for Social Marketers
TikTok's 200% surge signals a broader shake-up. As platforms specialize—Instagram for visuals, Facebook for reliability—marketers must diversify without spreading thin. Watch for AI integrations boosting personalization; early adopters could see another 20-30% efficiency gain.
What should you do today? Audit your TikTok presence against Emplifi's benchmarks. If growth lags, pivot to video-first strategies and creator ties. The platform won't wait—neither should you. In a crowded feed, those explosive follower gains are up for grabs, promising deeper engagement and bottom-line wins.
Elena Vasquez
Social media data analyst with 5 years decoding platform benchmarks and growth metrics. Elena guides marketers in leveraging trends for measurable audience expansion and ROI.
