Vendor reportMetricool, 2026

Meta engagement campaigns reached a slightly higher engagement rate than TikTok's in 2026: 2.15% vs 1.99%

Channel validation

Engagement campaigns: engagement rate — Meta vs TikTok, 2026 (%)

Engagement campaigns: engagement rate — Meta vs TikTok, 2026 (%)
Platform	Engagement rate (%)
Meta	2.15%
TikTok	1.99%

Reader Note:: A 0.16-point gap, which the report itself describes as a similar rate rather than a win. The sharper difference on the same objective is cost: Meta produced 10.8 interactions per dollar against TikTok's 8.2, on a much smaller budget per campaign. Engagement rate depends on what each platform counts as an interaction and what it divides by, neither of which the report defines.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: 44,355 advertisers worldwide running paid campaigns on Meta and TikTok; 628,969 campaigns; $471,491,072.74 in ad spend; compares January-June 2025 vs January-June 2026; grouped by advertisers' average monthly ad spend.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
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 two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
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.

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

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Meta engagement campaigns reached a slightly higher engagement rate than TikTok's in 2026: 2.15% vs 1.99%

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