The news: Food and beverage brands nearly doubled their share of voice (SOV) on Facebook YoY in Q3 2025, while YouTube and TikTok saw notable declines, according to our industry KPI data provided by Sensor Tower.

The category’s Facebook SOV surged to 48% by Q3 2025, up dramatically from 27.6% in Q3 2024.
SOV on Instagram increased slightly from 9.3% in Q3 2024 to 11.3% in 2025.
TikTok fell from 17.1% in Q3 2024 to just 4.5% YoY in Q3 2025.
YouTube fell from 10.7% to 2.3% SOV in the same period.

Why it matters: SOV declines for food and beverage brands reflects where brands feel consumer demand is consolidating, and indicates what can be expected for the rest of 2026.

Brands are consolidating around broader-reach, performance driven platforms while aligning digital spending with retail.

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Industry KPIs: Share of voice for food and beverage brands skyrocket on Facebook

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