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Vendor reportHubSpot, 2026

Instagram overtook Facebook as the highest-ROI social platform in 2026, with TikTok's ROI surging too

Channel validation

Platform2025 (%)2026 (%)
Facebook54%43%
Instagram43%48%
YouTube33%42%
Twitter/X24%31%
TikTok19%32%

Highest-ROI social platforms, 2025 vs 2026

Reader Note:
The three movements are Facebook 54% to 43%, Instagram 43% to 48% and TikTok 19% to 32%. Facebook's fall is larger than Instagram's rise, so the overtaking owes more to Facebook losing ground than to Instagram gaining it, and TikTok's climb is the steepest of the three. This is which platform marketers believe returns most, not measured return — and the same report puts Instagram and Facebook level on actual usage, at 70% each.
Evidence:
Self-reported behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

  • Exact numbers, or saying that one thing caused another.
  • This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • The source never says how this number was measured.
  • The source says how much it looked at, but not how any of it was chosen.
Channel validationTrend

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Vendor report

GWI, 2026

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

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