TikTok has been the fastest-growing social media channel for a while now. And there’s no sign of this trajectory flattening anytime soon. Growth-focused brands are realising the benefits of TikTok and it all starts with a foundational understanding of what makes for a successful TikTok strategy.
We are discussing what defines a successful engagement strategy on TikTok, examining key metrics and methods for calculating engagement rates.
From demographic insights to comparative data with other platforms, we offer a thorough exploration to guide brands and influencers in maximising their impact on this vibrant digital stage.
What is a Good Engagement Rate on TikTok?
“TikTok is currently the most engaging social media platform with an engagement rate of 5.95%.”
According to Social Insider’s study, TikTok’s engagement rate currently stands at an impressive 4.25% (2023/2024), making it the most engaging social media platform.
How to calculate engagement rates for TikTok posts?
To calculate TikTok’s engagement rate, there are two primary methods:
Engagement Rate Based on Followers
Add up the likes, comments, and shares for a post and divide this sum by the total number of posts. Then, divide this result by the total follower count and multiply by 100 to get the percentage. This method offers a consistent basis for comparing across various social media platforms.
Engagement rate (by followers) = (Likes + Comments + Shares per post / Total followers) x 100.
Engagement Rate Based on Views
Alternatively, the engagement rate can also be calculated by dividing the total interactions (likes, comments, shares) by the number of posts, and then dividing this by the total views.
Engagement rate (by view) = (Likes + Comments + Shares per post / Total views) x 100.
For a broader understanding, the first method is generally used, aligning with standard practices in social media analytics. Notably, TikTok’s average engagement rate, when calculated based on video views, is around 5.10%.
TikTok Engagement Rate Per Industry – An Industry Comparison
Building on our understanding of TikTok’s engagement rate calculations, let’s explore how various industries are leveraging this dynamic platform. The FMCG food industry, for instance, leads with a 6.92% engagement rate, closely followed by Beverages at 7.69%. These figures not only illustrate the high engagement potential on TikTok but also underscore the importance of industry-specific strategies in maximising this potential.
- FMCG Food – The food industry on TikTok has an average engagement rate of 6.92%, marking it as a high-performing sector.
- Beverages – With an average TikTok engagement rate of 7.69%, the beverages sector ranked first for last year’s most engaging industry within the platform.
- Jewellery – Jewellery brands reach an average TikTok engagement rate of 4.01%.
- Travel – The travel industry records a TikTok average engagement rate of 5.23%.
- Home Living – For the home & living industry, the average TikTok engagement rate is 4.76%.
- Beauty – The beauty industry shows an average TikTok engagement rate of 3.48%.
- Arts & crafts – 4.54% engagement rate, down from 7.06% the previous year.
- Fashion – The fashion industry’s average TikTok engagement rate stands at 2.51%, indicating a notable decrease.
Engagement Rates: TikTok vs Other Social Platforms
TikTok maintains its lead as the most engaging platform with an average engagement rate of 4.24%, followed by Instagram at 0.60% and Facebook at 0.15%.
It also boasts a younger user base and a higher female user ratio than these platforms.
Many still have questions about how TikTok stacks up against the other main social media platforms. The following section puts TikTok up against Facebook, Instagram, and YouTube for engagement rate, user age, male-to-female ratio, and monthly active users.
TikTok vs Facebook
TikTok has a far superior engagement rate to Facebook — 4.25% vs 0.13%. The platform also has a younger audience on average with a large group of 18-24-year-old users. Facebook’s median user age is 31 years old and the platform has more male users (56.6%) than female users (43.4%). It’s the opposite for TikTok, which has 43% male users and 57% female users. Overall, Facebook ranks first for total monthly active users on all social platforms with 2.912 billion. TikTok is sixth with 1 billion monthly active users.
TikTok vs Instagram
Instagram has an average engagement rate of 0.83% across all industries, compared to 5.96% for TikTok. The largest group of users on Instagram is 25-34 years old. That’s older than TikTok’s largest user group, which is between 18 and 24 years old.
Instagram’s male to female ratio is more or less even — 50.7% male vs 49.3% female. This is the most even split among the social platforms analysed in this article. Of all social media platforms, Instagram ranks fourth for monthly active users with 1.452 billion. It’s two spots ahead of TikTok, which sits at sixth with 1 billion monthly active users.
TikTok vs YouTube
As of November 2023, YouTube’s average engagement rate stands at 0.39% according to the Social Status analysis tool. This is much lower than TikTok’s 4.25%.
When it comes to general user age, TikTok has a younger audience once again. TikTok’s 18-24-year-old user group is the largest on the platform while it’s 25-34-year-olds for YouTube.
In terms of gender usage YouTube is the reverse of TikTok. The platform has 53.9% male users and 46.1% female users while TikTok has 43% male users and 57% female users.
When it comes to usage, YouTube is the second largest search engine in the world behind Google. It’s also second only behind Facebook for monthly active users with 2.562 billion. This is two and a half times more users than TikTok, which has 1 billion monthly active users.
To know more about how we can collaborate with you for your custom tiktok strategy.
Case Study: Suntory PepsiCo Beverage
The success of Suntory PepsiCo Beverage in Thailand exemplifies TikTok’s marketing power. Launching a new Mirinda flavour, the campaign generated over 4.1 million views and 290,000 engagements, reaching 19 million users
TikTok creators — the official influencers on the platform — are great assets to brands. On the TikTok creator marketplace, brands have a choice of more than 100,000 creators to select from. Partnering with the right creators is an excellent strategy for reaching and engaging new audiences. Three statistics help drive home the benefit of creator partnerships:
- 65% of TikTok users enjoy it when a creator posts about a brand or product.
- 35% of users discover products and brands from creators
- 39% of users consider products when interacting with creator videos
“The company’s organic approach towards building an online community, fuelled over 4.1 million video views. What’s more, they also welcomed nearly 290,000 engagements and reached 19 million users from this campaign alone.”
The challenge page had over 5.3 million views while the branded effect saw great success too. It achieved nearly 800,000 total effect plays and 450,000 total unique plays.
When it came to engagement, Mirinda’s campaign exceeded 33,300 user-generated videos. The company’s organic approach towards building an online community fuelled over 4.1 million video views. What’s more, they also welcomed nearly 290,000 engagements and reached 19 million users from this campaign alone. As such, Mirinda quickly went from quenching people’s thirst to inspiring creativity among their target audience online.
Understanding Demographics: Key to TikTok Engagement
The significant role of demographics in shaping engagement strategies on TikTok cannot be overstated. Knowing who uses TikTok – predominantly Gen Z and millennials – helps in crafting content that resonates deeply with these groups.
With 57% of users being female and the majority falling within the 18-24 age bracket, brands can tailor their campaigns to engage these audiences more effectively. This demographic understanding is crucial for achieving maximum ROI on TikTok, as it informs not only the content style but also the timing and nature of interactions. Understanding these demographics is crucial for any brand aiming to optimise its presence on TikTok.
Let’s dive into the demographic makeup of TikTok’s user base to better understand how this influences engagement trends and strategies.
TikTok Active User Country Data
Primarily dominated by Gen Z and millennials, TikTok presents a unique opportunity for brands to connect with a younger audience.
Key demographic data includes:
- 57% female users and 43% male.
- Largest age group: 18-24 years (43.7% of users).
- Second-largest group: 25-34 years (31.9% of users).
- Average daily usage: 52 minutes.
- 70% of users spend over an hour daily on the platform.
Expanding our understanding globally, TikTok’s reach is not just limited to specific demographics but spans across various countries. The latest data from Data Reportal indicates the United States, Indonesia, and Brazil as leading in user count, pointing to the platform’s diverse international appeal. This global presence offers a wide spectrum of engagement opportunities for brands.
The latest data from Data Report lists the top 10 countries with the most TikTok users. These figures only include users who are 18 years old and above.
- The United States – 131 million active TikTok users
- Indonesia – 92.1 million active TikTok users
- Brazil – 74.1 million active TikTok users
- Russia – 54.9 million active TikTok users
- Mexico – 46 million active TikTok users
- Vietnam – 39.9 million active TikTok users
- Philippines – 36 million active TikTok users
- Thailand – 35.8 million active TikTok users
- Turkey – 26.5 million active TikTok users
- Saudi Arabia – 22.4 million active TikTok users
TikTok’s influence spans globally, with the United States leading in user count (131 million active users), followed by Indonesia and Brazil.
Regional breakdown:
- Asia: 341 million users.
- Americas: 308 million users.
- Europe: 194.5 million users.
Reach & Engage New Audiences On TikTok
As we’ve seen, TikTok’s engagement rates are unparalleled, especially when compared to other social media platforms. Its unique appeal to a younger audience presents a golden opportunity for brands looking to create engaging, creative content. If you’re ready to harness the full potential of TikTok and transform your brand’s digital strategy, consider partnering with experts who can guide you in maximising your ROI on this vibrant platform.
If you’re looking to reach and engage a younger audience with creative entertaining content, TikTok could be the platform for you.
Ready to join the ranks of successful brands on TikTok and turn your story into one of phenomenal engagement and reach? Contact us!
Get in touch with the experts at House of Marketers for strategic guidance on maximising your ROI on TikTok.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.