BRANDS SEE BIGGEST GROWTH ON TIKTOK BUT ORGANIC REACH IS SLOWING ON INSTAGRAM

Summary from the TLDR Marketing newsletter

TikTok is delivering the strongest audience growth, with median follower counts rising over 200% year over year and generating high engagement per post. Instagram continues to post steady follower gains, but organic reach is declining across all formats, limiting its growth upside. Facebook remains largely flat in follower growth while still anchoring overall audience scale. The data suggests TikTok is emerging as the primary discovery engine, while Instagram and Facebook function as reach stabilizers rather than accelerators.