South Africa, Feb. 23 -- Engagement performance across platforms

Between Q1 2024 and Q4 2025, TikTok consistently recorded the highest median engagement rates worldwide:

32% in Q1 2024

30.2% in Q3 2024

35.9% in Q3 2025 (peak)

27.6% in Q4 2025

Although engagement declined slightly in late 2025, TikTok maintained a clear lead over other platforms.

By comparison:

Instagram declined from 16.9% median engagement in Q1 2024 to 9.7% in Q4 2025.

Facebook remained relatively stable, fluctuating between 1.4% and 2.4% across quarters.

Engagement at scale

The data indicates that TikTok maintains engagement more effectively as audience size increases.

At the large-brand level:

TikTok generates more than twice the median interactions of In...