Size and presence
Instagram appears on the website of 83.9% of the 1,579 networks read, Facebook on 67.3% and TikTok on 16.3%
Share of the 1,579 networks read with an Instagram profile address on the home page or the franchise page, on October 30, 2026
See the full table (8 rows)
| Segment | Networks | YouTube | TikTok | X (Twitter) | None | |||
|---|---|---|---|---|---|---|---|---|
| Gyms and sports | 57 | 82.5% | 61.4% | 45.6% | 28.1% | 22.8% | fewer than 5 networks | 15.8% |
| Food | 391 | 84.9% | 60.1% | 18.9% | 18.7% | 18.4% | 7.7% | 13.8% |
| Food, retail and distribution | 103 | 80.6% | 64.1% | 35.0% | 30.1% | 10.7% | 9.7% | 15.5% |
| Education | 89 | 86.5% | 77.5% | 68.5% | 47.2% | 27.0% | 20.2% | 13.5% |
| Fashion and accessories | 161 | 88.8% | 80.1% | 46.0% | 19.3% | 32.9% | 11.2% | 10.6% |
| Health, beauty and wellness | 253 | 83.0% | 66.8% | 44.3% | 24.5% | 12.6% | 5.1% | 14.6% |
| Services and other businesses | 505 | 82.0% | 67.7% | 42.4% | 38.4% | 9.5% | 9.5% | 15.4% |
| Tourism and hospitality | 20 | 95.0% | 90.0% | 40.0% | 70.0% | fewer than 5 networks | fewer than 5 networks | fewer than 5 networks |
By network sizeActive CNPJs attributed to the network in the September and October 2026 databases, which do not equal units
| Size | Networks | YouTube | TikTok | X (Twitter) | None | |||
|---|---|---|---|---|---|---|---|---|
| Up to 9 active CNPJs | 613 | 79.8% | 57.6% | 31.6% | 23.8% | 9.8% | 7.0% | 17.0% |
| 10 to 49 active CNPJs | 574 | 85.4% | 68.8% | 36.6% | 27.7% | 18.8% | 7.5% | 13.8% |
| 50 to 199 active CNPJs | 272 | 88.2% | 80.5% | 52.6% | 41.2% | 22.8% | 14.3% | 10.3% |
| 200 or more active CNPJs | 55 | 94.5% | 89.1% | 70.9% | 52.7% | 41.8% | 23.6% | fewer than 5 networks |
| No CNPJ count | 65 | 83.1% | 72.3% | 29.2% | 26.2% | fewer than 5 networks | 9.2% | 15.4% |
How many social media platforms each network points toamong the six measured, on the home page or the franchise page
| Social media platforms indicated | Share of networks |
|---|---|
| None | 14.2% |
| One | 12.7% |
| Two | 23.7% |
| Three | 24.0% |
| Four or more | 25.5% |
A network's website is the public statement of where it maintains a presence. As read on October 30, 2026, of the 1,579 networks read, 83.9% point to an Instagram profile, 67.3% to Facebook, 38.3% to YouTube, 29.3% to LinkedIn, 16.3% to TikTok and 9.1% to X, while 14.2% point to none of the six social media platforms and 49.5% to three or more. The reading combines the home page and the franchise page, as in the digital maturity indicator, excluding the 70 networks whose website has no content in the published HTML, and for this reason the denominator is smaller than that of that indicator.
Links to TikTok range from 9.5% in services and other businesses to 32.9% in fashion and accessories, and links to Instagram range from 79.8% in networks with up to 9 active CNPJs (Brazilian company registry) to 94.5% in networks with 200 or more.
Marktech, which maintains the observatory, is a technology startup for digital marketing and operates in the market measured here. Because of this conflict of interest, the methodology prohibits classifying media by brand, and the data are published only in aggregate, without network names and with a minimum of five networks per cell.
How we calculate
The raw HTML of each network's home page and franchise page was read on October 30, 2026 without executing JavaScript, with robots.txt checked before any other request to the domain, and only the evidence was stored, with profile addresses converted into hashes. A social media platform counts when there is a profile address on at least one of the two pages, in a link, in structured data or in the website builder's configuration. Share links, isolated posts, personal LinkedIn profiles and default template addresses do not count. A profile that appears in unrelated networks is a supplier credit and was removed, 4 in this round. The reading is that of the technology census, based on the raw HTML and on the networks in the observatory's universe on the collection date, and for this reason the denominator differs from that of the networks with a page read in the offer census, which also renders the pages. The denominator contains 1,579 networks, excluding the 70 whose content depends entirely on JavaScript. Size is the count of active CNPJs attributed to the network in the September and October 2026 databases.
What this figure does not show
- The measure is of presence declared on the website, not of presence on the social media platform. A network may maintain a profile that the website does not point to, and the profile pointed to may be inactive, so the measure says nothing about followers, frequency or investment.
- The profile pointed to may belong to the franchisor, to a unit or to a supplier that did not appear in three different groups. In 98.8% of the networks with some profile, at least one address contains the name of the brand or of the website.
- The reading considers only the published HTML, and a link inserted after the page loads does not appear.
- The precision of each pattern was measured by manual review of 40 randomly drawn pages, supplemented by pages with the pattern when detection was rare: Instagram (87 of 88), Facebook (75 of 76), YouTube (55 of 55), LinkedIn (49 of 49), TikTok (28 of 28) and X (17 of 17), always as correct detections over reviewed detections. The measure assesses false positives and not what went undetected.
- The networks outside the denominator may have different characteristics from the others. The count of CNPJs by trade name does not equal the number of units, and the size band is approximate.
Frequently asked questions
Which social media platforms do franchises use most?
Considering what franchise networks point to on their own website, as read on October 30, 2026, 83.9% of the 1,579 networks read indicate Instagram, 67.3% Facebook, 38.3% YouTube, 29.3% LinkedIn, 16.3% TikTok and 9.1% X. The measure is of presence declared on the website, not of activity on the social media platform.
How many franchises are on TikTok?
As read on October 30, 2026, 16.3% of the 1,579 franchise networks read pointed to a TikTok profile on their website. A network that maintains a profile without indicating it on the website is not counted.
Do all franchises list social media on their website?
No. Of the 1,579 franchise networks read on October 30, 2026, 14.2% point to none of the six social media platforms measured on either the home page or the franchise page, and 49.5% point to three or more.
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Size and presenceOther indicators in the same group
Maintained by Marktech, which serves franchise networks and franchises. The brands cited belong to their owners and are mentioned here only to identify the network the data refers to.