New Data Shows Shift in Content Discovery
On April 28, 2026, Dash Social released new data showing that non-followers now account for more views than followers on social media. This shift signifies a major change in content discovery dynamics on platforms like TikTok and Instagram.n
The Social Media Benchmark Report from Dash Social outlines changes across platforms. TikTok saw views from the For You Page jump from 31% in 2023 to 58% last year. Likewise, Instagram experienced a significant increase, with views from non-followers nearly doubling from 30% to 49%.n
Algorithms now drive content visibility, reducing reliance on follower counts. This offers marketers a chance for organic growth, as brands can reach new audiences without depending solely on followers or paid promotions.n
Content consumption has surged, with average views on Instagram rising by 27% and TikTok by 3% over the past six months. brands have more opportunities to capture new audiences if their content quickly grabs attention and holds value.n
Instagram Leads in Social Discoveryn
As a dominant platform for social discovery, Instagram offers 25% more reach per post than TikTok. Reels prove to be the most effective format, with an average engagement rate of 2.7%, nearly double that of carousel posts. Strong content on Instagram attracts new audiences long after its initial release.n
Average brand posts now earn 1,100 shares, a 9% increase from six months ago, reflecting the potential for content to reach wider audiences over time. This momentum is essential for brands aiming to expand their reach.n
Platforms now play distinct roles in social strategies. TikTok excels in driving conversation and engagement, Instagram focuses on discovery and sharing, while YouTube leads in sustained viewer attention.n
Maggie Hickey, Executive Vice President of Marketing at Dash Social, emphasised the opportunity for brands to grow organically, stating, “Discovery is opening back up, and brands have a real opportunity to grow organically on social again. People are watching more content, platforms are rewarding visibility, and strong creative can put brands in front of entirely new audiences.”n
The report underscores that discovery is expanding faster than engagement, with Instagram views growing by 27% and TikTok by 3%. While visibility increases, engagement levels off, making it essential for brands to produce content that captures and retains user attention.n
Brands currently post an average of eight times per week, the highest level on record. However, Dash Social’s latest trends report indicates that posting more does not necessarily equate to better performance.
Last updated: 29 April 2026, 10:34 am
