What we find in the data.

Findings from our own datasets, notes on how we work, and what’s changing on the platforms.

Diagram: three zones fan out from the account’s normal. Organic posts sit in the steep zone where reach and engagement grow together, paid pushes in the flat zone along the bottom, a grey zone in between.

Newest · Methodology · 19 October 2026 · 4 min read

How we separate paid from organic reach on TikTok

TikTok's ad label says a post may be advertising something, not how much reach was paid for. Here's how Sodalytics reads paid reach from the data instead, and why every figure is a range.

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