Emplifi customers are outperforming broader social media engagement trends, recording measurable gains in reach, engagement and follower growth on Instagram, according to new data released by the CX and social media marketing platform.
The company reports that brands using Emplifi achieved a 4.5% increase in median post reach engagement rate and a 5.3% lift in median post reach during their first year on the platform, even as Instagram’s overall median engagement rate dropped sharply from 16.9% in Q1 2024 to 9.7% by Q4 2025. Over the same period, Emplifi customers increased median post volume by 15%, signalling both improved performance and expanded social output.
In total, Emplifi clients published nearly 600,000 social posts per month in 2025 and generated an average of more than 53,000 AI-powered interactions per month, highlighting how brands are using AI-driven automation to scale engagement without sacrificing quality.
Audience growth also accelerated significantly. On Instagram, brands working with Emplifi nearly doubled their follower growth, achieving 6.8x faster audience expansion within their first year on the platform.
Cross-Platform Data Expansion Strengthens Social Intelligence
Emplifi continues to expand its social intelligence capabilities by broadening data coverage across major platforms. In 2025, customers increased the number of monitored profiles by 8.3% year over year, with notable growth across emerging and established networks.
Google Business Profiles saw a 1,262% increase in monitored profiles, driven largely by the rollout of Emplifi’s enhanced Google Business capabilities, which expanded coverage of location-based ratings and reviews. Additional growth was recorded on TikTok (30%), Snapchat (23%), LinkedIn (18%) and X (3.9%).
According to the company, this expansion reflects rising demand for more comprehensive, cross-platform analytics to support data-driven social strategy and CX decision-making.
Social Media Emerges as a Primary Customer Care Channel
Social channels are increasingly becoming a frontline for customer service, and Emplifi data shows brands are responding accordingly. Over the past year, customer care cases handled through social media increased by 40%, while direct brand-to-consumer messages surged by 76%.
To meet growing expectations for real-time responses, around 800 brands added Emplifi’s social care capabilities during the year. Research from Emplifi indicates that one-third of consumers now expect a response to social tags or direct messages within an hour, with Facebook (55%) and Instagram (47%) cited as the preferred platforms for social customer care.
Susan Ganeshan, Chief Marketing Officer at Emplifi, said:
“Consumers now expect instant engagement, whether they’re commenting on a post or reaching out for support. Our customers are meeting that demand by automating at scale, blending the empathy of human interaction with the speed and precision of AI. With social channels becoming a preferred service destination, every interaction becomes an opportunity to build loyalty.”
AI-Driven Engagement Fuels Enterprise Adoption
Emplifi now supports more than 20,000 global brands, including enterprises such as Freshpet, easyJet, Domino’s and Miele, as organisations deepen their investment across the platform’s marketing, commerce and care capabilities.
The company’s momentum follows industry recognition at the SmartBrief Innovation Awards in AI, where Emplifi’s AI-Powered Listening & Unified Analytics solution received an honourable mention for innovation in marketing technology. Emplifi has also announced a strategic partnership with Reddit, integrating Reddit’s Enterprise API into its platform to incorporate community-driven insights into its analytics and execution engine.
As brands continue to prioritise social media as both a marketing and service channel, Emplifi is positioning AI-powered engagement and unified analytics as critical enablers of modern customer experience strategy.