TikTok’s engagement rate rose nearly 50% year-over-year, reaching 3.70% in 2026, according to a recent analysis of 70 million social media posts. The surge in TikTok engagement contrasts with stagnation on Instagram and a continuing decline on Facebook, according to the report released by Socialinsider.
Instagram’s engagement rate remained almost flat at 0.48%, although Facebook averaged 0.15% engagement, experiencing a gradual decline throughout 2025. The data suggests a broader shift in user behavior, with a move toward more passive consumption on platforms like Instagram and Facebook, evidenced by a 24% decrease in comments per post on TikTok and a 16% decrease on Instagram.
Despite the decline in comments, TikTok and Instagram both saw increases in shares per post. TikTok recorded a 45% year-over-year increase in shares, while Instagram saw a 12% rise. Both platforms as well experienced growth in video views, with TikTok at 3% and Instagram at a more substantial 29% increase. This growth in video views aligns with broader trends indicating the continued dominance of short-form video content in the social media landscape, as noted in a recent report by Red Website Design.
The Socialinsider report also revealed posting frequency benchmarks, finding that brands post an average of five times per week on both Instagram and TikTok. The findings reach as marketers increasingly focus on leveraging artificial intelligence to optimize content strategies and enhance return on investment, according to Social Media Today.
The shift in engagement patterns is prompting a reevaluation of social media marketing strategies. A LinkedIn post from a social media manager highlighted the challenges faced by entrepreneurs and little businesses, including time management in content creation, inconsistent engagement, confusion over algorithms, and a lack of brand voice. The manager’s experience underscores the need for empathy-driven marketing, creating content that resonates with the audience’s needs rather than solely focusing on brand promotion.
