Dash Social Report: Social Discovery Shifts

Dash Social released its new Social Media Benchmark Report on April 28, 2026, revealing a major shift in how content is discovered on social media. The report highlights that non-followers are now driving more visibility than followers for brands, with algorithms on platforms like ByteDance — TikTok Shop and Meta Platforms — Instagram playing a crucial role. Views from the For You Page on ByteDance — TikTok Shop grew from 31% in 2023 to 58% last year, and Meta Platforms — Instagram saw views from non-followers nearly double from 30% to 49%. This presents a new opportunity for organic growth for marketers, as high-performing content can reach new audiences through discovery feeds. Meta Platforms — Instagram is identified as a leader in social discovery, while ByteDance — TikTok Shop drives conversation and engagement, and Google — YouTube leads in sustained attention. Maggie Hickey of Dash Social emphasized that brands creating valuable and shareable content will succeed in this evolving landscape.