TikTok generates 20 times more interactions than Facebook, according to a report

With the goal of measuring audience growth, engagement rates, and the best-performing formats in 2025, the report shows that some platforms are accelerating rapidly, while others are settling into a stabilization phase, or even slowing down…

TikTok, a growth engine for brands

TikTok, Growth Champion? – Source: Emplifi

Unsurprisingly, TikTok dominates the rankings in terms of audience growth. In 2025, the median number of brand followers on the platform increased by more than 200% in one year. This performance confirms its status as an essential cultural and entertainment platform.

Beyond growth, engagement follows the same trend. In the fourth quarter of 2025, the median engagement rate reached 27.6%. Even more revealing: TikTok generates twice as many interactions as Instagram and twenty times more than Facebook. This dynamic, however, is based on a logic specific to the platform, combining native formats, immersive storytelling, and creativity adapted to the codes of entertainment. Thus, we see that successful brands are those that integrate with user habits rather than reproducing classic advertising techniques.

Instagram and Facebook: Pillars More Than Accelerators

Some Formats Perform Better Than Others?

– Source: Emplifi

While Instagram maintains stable growth, it remains moderate, with median single-digit growth.

However, Instagram and Facebook remain structuring platforms for brands. Their strength lies more in their ability to maintain a large audience base than in the rapid acquisition of new followers.

In terms of formats, Reels and carousels on Instagram generate 44% more engagement compared to static posts. On Facebook, live video stands out, with a median of 37.5 interactions per live post—four times more than posts with links and six times more than images. Overall, these figures show that performance now depends more on the choice of format than simply having a presence on the platform. LinkedIn is progressing, X is weakening. On LinkedIn, many brands are experiencing double-digit growth, driven by strategies that leverage branding and professional content. Conversely, X is showing stagnant, or even slightly negative, median growth. Posts with links are performing less well, in a context where the platform limits the visibility of external links to prioritize internal engagement. Ultimately, no platform stands out as universally superior. Performance depends closely on brand positioning and the consistency between the message, the audience, and the format.