Key stat: TikTok video views for wellness brands grew 646.9% YoY in Q1 2026, even as views across all industries fell 6%, according to a Q1 2026 report from Dash Social.

Beyond the chart:

• Just one quarter earlier, TikTok views were climbing across nearly every industry, with overall views up 68% and triple-digit gains for CPG, retail, and beauty, also according to Dash Social.
• Heavy product messaging may be part of the problem. Front-loading a social video with brand or product pitches cut the paid view rate on Instagram and TikTok by 44% and dropped purchase consideration by 41%, according to a Billion Dollar Boy analysis.

Use this chart: Drop this into a social strategy review to replace platform-wide view benchmarks with category-specific ones. Use it to reset view expectations by vertical, and to make the case that wellness content formats are worth studying even if your brand sells something else entirely.

Related EMARKETER reports:

• TikTok Marketing 2026 (EMARKETER subscription required)
• What Brands Need to Know About TikTok Shop in 2026 (EMARKETER subscription required)

Methodology: Data is collected and analyzed quarterly by Dash Social, including posts from national and international companies across major social media platforms, including TikTok (n=917), Instagram (n=2,829), YouTube (n=684), Facebook (n=1,318), Pinterest (n=548), and X (755 companies) to ensure a comprehensive and representative sample. Only accounts with at least 1,000 followers were considered. Benchmarks were established by calculating the average performance of each brand, providing breakdowns by follower grouping as well as industry. Sample size among platforms, industries and follower buckets may vary.