The news: TikTok engagement far outpaces Instagram and Facebook, per Emplifi.

• TikTok had the highest median engagement rates worldwide in 2024 and 2025. Engagement, representing the median percentage of viewers who interacted with content, was 32% in Q1 2024 and reached a peak of 35.9% in Q3 2025. While it cooled slightly to 27.6% in Q4 2025, it was still well above Instagram’s 9.7%.
• TikTok generated interactions at the larger-brand level at twice the median rate as Instagram and over 20 times more often than Facebook.
• Beyond engagement, TikTok was the fastest-growing platform by brand follower counts. This metric grew over 200% YoY; Instagram, by contrast, saw mid-single-digit median growth, while Facebook growth was relatively flat.

Behind the growth: TikTok continues to deliver significant impact across user engagement and monetization.