Vendor reportMetricool, 2026

Meta engagement campaigns earned 10.8 interactions per dollar vs 8.2 on TikTok in 2026

Channel validation

Engagement campaigns: interactions per campaign — Meta vs TikTok, 2026

Engagement campaigns: interactions per campaign — Meta vs TikTok, 2026
Platform	Interactions per campaign
Meta	2,096.31
TikTok	5,359.32

Reader Note:: This is the one objective where Meta comes out ahead in the report, and it does so on a much smaller budget per campaign. Meta also reached the higher engagement rate, 2.15% against 1.99%, though TikTok put the ads in front of 2.8 times more people per campaign. Interactions per dollar depends on what each platform counts as an interaction, which the report does not define.
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.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

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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of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

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Meta engagement campaigns earned 10.8 interactions per dollar vs 8.2 on TikTok in 2026

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