Content volume on TikTok grew nearly 80% in early 2026 compared to the same period a year earlier, while views fell 31%, reach declined 29%, and interactions dropped 31%, according to new research from social media analytics firm Metricool.
The company analyzed 2.31 million Metricool user posts from more than 92,000 accounts worldwide, covering January and February of 2025 and 2026. Accounts are segmented into five tiers by follower count, from Tiny (under 2,000 followers) to Huge (over 1 million). The study reports figures as averages per post.
Metricool users published 72% more videos and nearly 140% more image and carousel posts on TikTok in early 2026 compared to the same period in 2025. Average views per post fell 31% to 32,895.07, reach declined 29% to 25,653.65, and interactions dropped 31% to 1,207.46.
During the same period, Instagram views rose 27% and interactions climbed 19%, according to a separate Metricool study of 24.36 million Instagram posts.
“TikTok is still putting up higher numbers than the rest of social media,” the report stated.
2. Performance Decline Hits Medium and Large Accounts Hardest
The platform-wide decline affected accounts of all sizes, but the impact varied by tier. Medium accounts (10,000 to 100,000 followers) and Big accounts (100,000 to 1 million followers) each recorded declines of approximately 40% across views, reach, and interactions. “Huge accounts are seeing a softer percentage drop across key metrics like views, interactions, and reach,” the report stated.
Tiny and Small accounts also saw reach and views fall, but held steady or improved on engagement. Total Time Watched fell 87% year over year across the platform, though video duration remained practically unchanged and Full Watch Rate declined only 10%.
3. TikTok Leads All Major Platforms in Account Growth
16.47% of TikTok accounts moved into a higher follower tier during the study period, the highest rate among all major social platforms tracked in the study. Instagram ranked second at 9%, followed by LinkedIn at 7% and YouTube at 4%.
44% of TikTok accounts with under 100,000 followers grew during the period. At higher tiers, growth rates were lower: only 3.34% of Big accounts advanced to the Huge tier.
4. Video Outperforms Images and Carousels Across Every Metric
For every image or carousel published on TikTok, creators published five videos. Video posts generated 5.6 times more views and 7.8 times more interactions than image and carousel posts.
Image and carousel publishing grew nearly 140% year over year, while views for that format fell more than 23%, reach declined nearly 20%, and interactions dropped 62%. The engagement rate for images and carousels fell 50%.
5. For You Page Drives Seven in Ten Views
The For You Page accounted for 73% of TikTok views in early 2026, unchanged year over year. Personal profile contributed 11%, hashtags 10%, search 4%, and following 2%. Hashtag-driven traffic grew 114% compared to 2025, the largest increase among all tracked traffic sources. The report noted that sound functions as an algorithmic cue that helps TikTok categorize content, though it contributed less than 1% of direct traffic.
6. Hashtags Remain an Effective Content Signal
Posts that included at least one hashtag generated 5% more views and 10% more interactions than the platform average. The report recommended using one or two targeted hashtags tied to specific topics, rather than broad terms such as #fyp or #viral.
7. Call-to-Action Type and Questions Shape Comment Volume
Posts with captions that asked for comments generated 14% more comments than the platform average. Posts that asked for likes received 60% fewer likes than the platform average.
Posts that included a question generated 26% more comments than posts without one.
8. Most Reach and Interactions Accumulate Within the First Ten Days
96% of a post’s total reach and nearly 98% of its total interactions accumulated within the first ten days after publication. The report identified 6 p.m. to 9 p.m. as the global peak viewing window, with 8 p.m. standing out as the highest-traffic hour, based on data sourced directly from TikTok’s API.
Image source: Metricool The full report can be found here
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Content volume on TikTok grew nearly 80% in early 2026 compared to the same period a year earlier, while views fell 31%, reach declined 29%, and interactions dropped 31%, according to new research from social media analytics firm Metricool.
The company analyzed 2.31 million Metricool user posts from more than 92,000 accounts worldwide, covering January and February of 2025 and 2026. Accounts are segmented into five tiers by follower count, from Tiny (under 2,000 followers) to Huge (over 1 million). The study reports figures as averages per post.
1. Rising Content Volume Compresses Per-Post Performance
Metricool users published 72% more videos and nearly 140% more image and carousel posts on TikTok in early 2026 compared to the same period in 2025. Average views per post fell 31% to 32,895.07, reach declined 29% to 25,653.65, and interactions dropped 31% to 1,207.46.
During the same period, Instagram views rose 27% and interactions climbed 19%, according to a separate Metricool study of 24.36 million Instagram posts.
“TikTok is still putting up higher numbers than the rest of social media,” the report stated.
2. Performance Decline Hits Medium and Large Accounts Hardest
The platform-wide decline affected accounts of all sizes, but the impact varied by tier. Medium accounts (10,000 to 100,000 followers) and Big accounts (100,000 to 1 million followers) each recorded declines of approximately 40% across views, reach, and interactions. “Huge accounts are seeing a softer percentage drop across key metrics like views, interactions, and reach,” the report stated.
Tiny and Small accounts also saw reach and views fall, but held steady or improved on engagement. Total Time Watched fell 87% year over year across the platform, though video duration remained practically unchanged and Full Watch Rate declined only 10%.
3. TikTok Leads All Major Platforms in Account Growth
16.47% of TikTok accounts moved into a higher follower tier during the study period, the highest rate among all major social platforms tracked in the study. Instagram ranked second at 9%, followed by LinkedIn at 7% and YouTube at 4%.
44% of TikTok accounts with under 100,000 followers grew during the period. At higher tiers, growth rates were lower: only 3.34% of Big accounts advanced to the Huge tier.
4. Video Outperforms Images and Carousels Across Every Metric
For every image or carousel published on TikTok, creators published five videos. Video posts generated 5.6 times more views and 7.8 times more interactions than image and carousel posts.
Image and carousel publishing grew nearly 140% year over year, while views for that format fell more than 23%, reach declined nearly 20%, and interactions dropped 62%. The engagement rate for images and carousels fell 50%.
5. For You Page Drives Seven in Ten Views
The For You Page accounted for 73% of TikTok views in early 2026, unchanged year over year. Personal profile contributed 11%, hashtags 10%, search 4%, and following 2%. Hashtag-driven traffic grew 114% compared to 2025, the largest increase among all tracked traffic sources. The report noted that sound functions as an algorithmic cue that helps TikTok categorize content, though it contributed less than 1% of direct traffic.
6. Hashtags Remain an Effective Content Signal
Posts that included at least one hashtag generated 5% more views and 10% more interactions than the platform average. The report recommended using one or two targeted hashtags tied to specific topics, rather than broad terms such as #fyp or #viral.
7. Call-to-Action Type and Questions Shape Comment Volume
Posts with captions that asked for comments generated 14% more comments than the platform average. Posts that asked for likes received 60% fewer likes than the platform average.
Posts that included a question generated 26% more comments than posts without one.
8. Most Reach and Interactions Accumulate Within the First Ten Days
96% of a post’s total reach and nearly 98% of its total interactions accumulated within the first ten days after publication. The report identified 6 p.m. to 9 p.m. as the global peak viewing window, with 8 p.m. standing out as the highest-traffic hour, based on data sourced directly from TikTok’s API.
Image source: Metricool
The full report can be found here
Subscribe to Our Newsletter
Check Out Our Podcast