- Average TikTok views are down 31% while the volume of posts is growing significantly.
- Reach drops by around 29% and total interactions also fall by 31%, reflecting a more competitive scenario.
- Videos remain the star format: they multiply views by five compared to images or carousels.
- The algorithm, hashtags, and the time of publication make all the difference in the visibility of brands and creators.
TikTok continues to gain users and content, but getting a video to take off is no longer as easy as it once was. The latest data from TikTok Study 2026 by MetricoolBased on more than 2,3 million posts and 92.000 accounts, the data paints a clear picture: there is more competition, the sponsored content It skyrockets, more saturation and less average yield per published piece.
The report shows that, although the social network maintains enormous potential reach, Video views have fallen by 31%. compared to the previous year. This decline is compounded by a drop of nearly 29% in average reach and a 31% reduction in total interactions, confirming that standing out in the feed has become a real challenge for brands, media outlets, and creators.
TikTok views plummet 31% as content grows
One of the most striking findings of the study is that the 31% drop in views This is not accompanied by less activity from creators, but quite the opposite; moreover, many seek opportunities through Creators MarketplaceDuring the last year analyzed, the accounts included in the Metricool research published 72% more videos than the previous year.
The increase is not limited to the platform's main format. Image and carousel posts grew by nearly 140%.This confirms that users are trying out more types of content to try to gain visibility in an increasingly demanding environment.
The result of this dynamic is a much more saturated platformwhere user attention is divided among a much larger number of pieces of content. Although TikTok maintains its ability to drive viral content, the average performance of each post suffers: there are more videos circulating, but each one receives, on average, fewer views and less interaction.
The decline isn't limited to views. According to the report, The average range decreases by approximately 29%.This indicates that videos are reaching fewer people than a year ago, and the total number of interactions (likes, comments, and shares) has also decreased by 31%. The combination of these factors reveals a scenario in which organic growth is still possible, but requires a much more refined strategy.
More competition and less conversation: the battle for engagement
If the study makes one thing clear, it's that the fight is no longer just about appearing in the feed, but about getting users to react. Conversations in the form of comments fall by around 45%. year-on-year, a figure that shows how difficult it is today to generate real debate around a video.
This decrease in comments contrasts with the increase in posting frequency. In other words, More videos are being uploaded, but there's less talking in them.Spontaneous engagement seems to be diluted in an ocean of content, where each piece has less time to capture attention before the user swipes to the next video.
Even so, TikTok maintains its essence: Video remains the king of formatsCompared to images or carousels, videos generate five times more views and up to six times more interactions. Although the platform has expanded its tools and post types, short-form audiovisual content remains the driving force behind discovery.
For creators, this translates into a clear reality: if you want to compete on equal terms, Focusing your strategy on video is not optional.Trying other formats can complement, but the strongest impact still comes from clips that manage to fit with the algorithm and the audience's consumption habits.
TikTok continues to lead growth despite declining performance
Despite this tougher environment, the Metricool report indicates that TikTok continues to be the social network with the greatest growth potential for brands and creators, ahead of platforms like Instagram, YouTube, LinkedIn, Facebook, X or Pinterest.
Between 2025 and 2026, 16,47% of the accounts analyzed They managed to move up to a higher category of followersThis percentage, according to the study, surpasses that of other social networks, confirming that TikTok still offers real opportunities to grow in the number of followers.
The behavior of smaller accounts is particularly significant. Near the 44% of profiles have fewer than 100.000 followers They experienced growth during the period analyzed. In an environment where large accounts tend to garner attention, this data serves as a reminder that there is still room for emerging profiles to find their niche.
The platform, therefore, moves in a kind of equilibrium: It is more complicated and more competitive.But it's by no means closed to new players. The difference, according to the report, lies in the need to better understand how the algorithm works, how content is consumed, and what kind of content manages to keep the user on screen for a few extra seconds.
The weight of the algorithm, hashtags, and authentic conversation
TikTok's reliance on the recommendation algorithm is becoming increasingly evident. The "For You" tab continues to concentrate most of the views, becoming the decisive showcase for content to take off or go virtually unnoticed.
In this context, hashtags have regained prominence as an internal positioning tool. The study reflects that Traffic generated through tags increases by 114% compared to the previous year. This suggests that TikTok is once again reinforcing contextual relevance: when a video is well-tagged and aligned with its actual theme, it has a better chance of reaching the right audience.
The content they use hashtags directly related to the video topic They register better results in both reach and number of interactions. The indiscriminate use of generic tags seems to lose effectiveness compared to a more thoughtful selection, tailored to specific niches or interests.
Furthermore, the report highlights the role of conversation. Posts that include open-ended questions achieve 26% more commentsThis indicates that explicitly encouraging participation, but without forcing it, helps users feel more comfortable responding. In contrast, direct calls to "like" or "click like" have the opposite effect and reduce interactions.
Everything suggests that TikTok is trying to prioritize signs of more authentic interaction —comments with substance, answers to questions posed, discussions in the thread— versus quick and superficial actions. For brands operating in Spain or other European countries, this means putting more work into the script, tone, and type of call to action included in each video.
Strategy and timing: decisive factors in the new stage
Metricool interprets this scenario as a logical evolution of the platform towards an environment more professional and more competitiveThe era when simply publishing often was enough to grow seems to be over, and now the key lies in refining the content strategy much more.
The study highlights that It's not just about uploading more videosbut rather to find formats, styles, and approaches that truly connect with the target audience. Consistency in publishing remains important, but it's no longer enough on its own: you need to offer something that stops the scroll, that invites people to stay and, if possible, to comment.
The timing of publication also makes a clear difference. According to the data collected, The content reaches 96% of its total reach and 98% of its interactions occur within the first ten days after the video is uploaded. Virtually all of the video's organic reach is concentrated in this initial period.
Regarding time slots, the best window is between 18: 00 and 21: 00 hoursAround 20:00 PM is the peak time for activity on the platform. For creators and brands operating in Spain and other European countries, timing their posts to coincide with this time slot can make the difference between a video that gets modest views and one that achieves a stronger initial boost.
Given this scenario, the implicit recommendations of the study are clear: plan, test and measureTest different days and times within active time slots, vary opening formats (hooks) to capture attention in the first few seconds, and analyze what type of questions or topics generate the most conversation in each community.
In light of all this data, TikTok is entering a phase where it remains one of the social networks with the greatest capacity for discovery, but where the Views drop 31% in a much more saturated environmentFor those working on their presence on the platform, the challenge lies in combining creativity, a good understanding of the algorithm, and a careful analysis of their audience's behavior. Organic growth remains a possibility, but it no longer depends on chance: it requires a well-thought-out strategy and constant adaptation to the new consumption landscape.
