TikTok's Astounding 49% Engagement Surge Leaves Instagram and Facebook in the Dust—Are You Missing the Trend?

As social media continues to evolve rapidly, brands are grappling with how to maintain and enhance their presence across various platforms. A recent report from Socialinsider offers valuable insights into expected social media benchmarks for 2026, based on an analysis of 70 million posts across TikTok, Instagram, Facebook, and X (formerly known as Twitter). Understanding these metrics can empower brands to refine their strategies and improve their engagement rates.

The findings are striking. TikTok's engagement rate surged to 3.70% in 2025, marking a 49% year-over-year increase. In contrast, Instagram's engagement rate saw a minor drop to 0.48%, while Facebook remained stagnant at 0.15%. X experienced a slight decline to 0.12% engagement. This paints a clear picture: TikTok is emerging as the dominant platform for engagement, while traditional platforms like Facebook are struggling to ignite user interaction.

Interestingly, while TikTok saw a significant uptick in overall engagement, the average comments per post fell—by 24% on TikTok and 16% on Instagram. This trend suggests a shift towards more passive forms of engagement, as users increasingly prefer to scroll and view rather than actively comment. However, TikTok did see a remarkable 45% increase in shares per post, indicating that while users may not be commenting as much, they are willing to amplify content they find valuable.

Instagram, despite its slight decline in engagement, still outperformed Facebook in fostering connections among users. The average user on Instagram posts around 5 times per week, while brands on Facebook saw a drop in posting frequency to about 24 posts per month. This reduction suggests a strategic shift towards quality over quantity, focusing on curated content that resonates more deeply with audiences.

Understanding Engagement Trends Across Platforms

Each social media platform has its unique characteristics that influence user behavior:

• TikTok: This platform continues to draw users with its algorithm that offers effortless discovery through the “For You” page. It thrives on authenticity and community, which can lead to higher engagement rates.
• Instagram: While still a popular choice for brands, Instagram’s focus has shifted towards video content, with a 29% increase in video views noted this past year. However, the competition for likes and comments has intensified, requiring brands to be more creative.
• Facebook: Despite a steady engagement rate, Facebook's capacity to create meaningful dialogues is improving, as indicated by a 20% increase in comments per post. Brands are finding success by fostering community-focused content.
• X: Engagement here remains a challenge, as users tend to engage less with posts, scoring only 1 average comment per post. Brands must cultivate sharp, timely content to cut through the noise.

Strategic tactics are essential for brands looking to improve their engagement rates. Here are a few proven methods:

• Humanize Your Brand: Show real people and authentic stories to foster deeper connections.
• Use Platform-Specific Features: Leverage tools unique to each platform, such as polls on X or Reels on Instagram, to encourage higher user participation.
• Capture Attention Early: Use compelling visuals or strong headlines to draw users in immediately.

In terms of likes, TikTok remains the leader, with an average of 3,492 likes per post, while Instagram's average dropped slightly to 335 likes. This decline in likes on Instagram may reflect the platform's evolving priorities, which now emphasize watch time and shares over traditional metrics of engagement.

Facebook experienced a surge in likes, jumping to an average of 255, indicating that authentic content can still thrive on established platforms. On the contrary, X's average likes have plummeted to 15, emphasizing the need for brands to refine their messaging and engagement strategies.

As social media continues to shift, brands must adapt their strategies to stay relevant. The latest benchmarks from Socialinsider offer a roadmap for navigating the complexities of audience engagement in 2026 and beyond. By understanding platform dynamics and user behaviors, brands can enhance their social media ROI and foster deeper connections with their audiences.