Brand Posts Decline 60% on TikTok and 48% on Instagram
Average brand post impressions dropped 60% on TikTok, 48% on Instagram, and 36% on Facebook over a year, as engagement shifts to private messaging.
Globally, average brand post impressions dropped 48% on Instagram to 2,309, 36% on Facebook to 968, and 60% on TikTok to 2,709 over one year, according to Emplifi's Q3 2026 metrics report.
In contrast, the share of "shares" relative to accounts reached rose 52% globally, indicating that audiences have become smaller but more engaged and interactive.
Research on "dark social" in 2026 showed a 76% surge in incoming private messages, signaling a shift in part of the engagement away from public feeds to direct conversations.
The report noted that engagement rate is now calculated against impressions because Facebook reach data is no longer available, making comparisons with previous editions unequal.
What Do These Terms Mean?
Impressions: The number of times a post appeared on users' screens, regardless of whether it was clicked.
Dark Social: Engagement with content in private channels that are difficult to measure, such as direct messages and chat groups.
Engagement Rate: The ratio of interactions—such as likes, comments, and shares—to audience size or impressions, measuring content quality.
Weekly Newsletter
Read between the lines before everyone else. Decode the most important economic, tech, and decision-maker movements in the region.. in 5 minutes every Saturday.
