Vendor reportHubSpot, 2026

TikTok grew fastest of any social channel: 62% more teams used it this year, with LinkedIn up 53% and Twitter/X up 43%

Organic reach & algorithm

Reader Note:: Self-reported. These are relative growth rates in the share of teams using each platform, not shares of marketers - so 62% growth off a smaller base can still leave TikTok behind Instagram and Facebook in absolute use, which the report's own platform chart confirms. The comparison is against the previous year's survey, which was a different sample of marketers rather than the same teams tracked over time.
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.

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

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Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source says how much it looked at, but not how any of it was chosen.

Mentioning other accounts lifts Instagram reach most for tiny accounts: +108%, vs +4% for huge accounts

Instagram reach increase from mentions by account size
Account Size	Reach Increase (%)
Tiny	108%
Small	37%
Medium	31%
Big	9%
Huge	4%

TikTok was creators’ top platform for content performance

Share of creators ranking each platform No. 1 for content performance
Platform	Share of creators ranking it No. 1 (%)
TikTok	33%
Instagram	22%
YouTube	21%
Facebook	15%
Twitch	3%
Snapchat	3%
X	2%
Pinterest	1%
Threads	1%
Substack	1%
LinkedIn	0%
Reddit	0%

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Instagram posts with hashtags got 32% fewer views and 34% fewer interactions than posts without them

Instagram post performance with vs without hashtags (Views & Interactions)
Metric (avg per post)	With hashtags	Without hashtags
Views	14,185.68	20,768.37
Interactions	478.22	723.41

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Platform algorithm changes were creators’ biggest growth barrier

Share of creators naming each top barrier to growing their creator business
Barrier	Share of respondents (%)
Platform algorithm changes or volatility	18%
Lack of consistent brand deals	17%
Low pay or undervaluation of creator content	16%
Limited access to tools or analytics	13%
Poor communication or unclear expectations from brands	13%
Burnout or creative fatigue	11%
Other	1%
No significant barriers / I am growing without issues	12%

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Nationality and ethnicity carried almost no weight in predicting promotions or followers, while age mattered a little for follower count and not at all for promotions

27%

of the variation in LinkedIn follower counts is explained by profile data, against 99% for promotions

TikTok grew fastest of any social channel: 62% more teams used it this year, with LinkedIn up 53% and Twitter/X up 43%

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