TikTok Engagement Rate Metrics For Brands

The marketing community has known for some time that TikTok has been the fastest growing social media channel. That upward trend shows no signs of abating any time soon. Brands with a focus on expansion are the first to see the value in this medium, and their enthusiasm encourages other companies to give it a shot. You need to take a strategic approach to setting up on TikTok if you want to achieve the coveted engagement rate or any of the other key business KPIs.

If you want your TikTok advertising to be as successful as possible, read this article.

Demographics of the TikTok User Base

In order to maximise the return on investment from your TikTok advertising, it is essential to have a firm grasp of the demographics of the platform’s users. Despite the fact that TikTok is helping many businesses succeed, it is most effective when used to reach a narrow demographic. Members of Generation Z and the millennial generation make up the majority of the site’s active users. 

Find out how many people have liked, commented, or shared each post. Divide this number by the total number of people who follow the profile. That sum should be multiplied by 100.

The study’s findings indicated that:

  • The current highest engagement rate can be found on TikTok, at 5.95%.
  • In 2021, the average number of views per user on TikTok increased by 14.26%.
  • When compared to other industries, FMCG food has the highest engagement rate on TikTok, at 15.82%.

Collaboration Between Influencers And Brands To Increase Consumer Interaction

Influencers with official status on TikTok, known as “creators,” are valuable resources for businesses. TikTok’s marketplace for creators features more than 100,000 individuals for brands to choose from. The best way to reach and keep new audiences interested is to form partnerships with the right creators. The value of working with other creators is highlighted by three numbers:

Sixty-five percent of viewers appreciate it when a creator promotes a company or an item they use.
35 percent of consumers learn about new brands and products from creators.
Almost 40% of viewers who watch creator videos also consider purchasing the content.
Nonetheless, brands can also see remarkable success on TikTok, and not just through influencers. Suntory PepsiCo Beverage, a major player in the Thai food and beverage industry, used TikTok to attract the attention of Generation Z consumers.

TikTok’s Industry-Specific Engagement Rates

Previously, we mentioned that the fast-moving consumer goods (FMCG) food industry was TikTok’s most popular sector. At 15.82%, it is highly interactive. In addition, the previous engagement rate of 8.19% was nearly doubled. The twelve most popular business sectors on TikTok are listed below.

  • FMCG The food category saw an increase in participation from 8.19% to 15.82 percent.
  • Increase in participation from 4.56% the previous year to 12.79% in the beverage industry.
  • The jewellery industry saw an engagement rate of 10.08 percent in 2015, down from 11.12 percent in 2014.
  • NGO: 8.83% participation rate, down from 8.84% the year before.
  • The automotive industry saw an increase in engagement to 8.80%, from 3.90% the year before.
  • The travel industry saw an increase in engagement to 8.74%, from 3.57% the year before.
  • The participation rate in at-home life is 6.46 percent, up from 3.23 percent the year before.
  • Appeal: 5.98%, up from 4.91 % the year before.
  • Participation in this activity fell to 4.54% from 7.06% the year before, indicating a decline in popularity.

What is unique things on TikTok camparing with other social media?

Many people are still curious about how TikTok compares to the industry’s other major players. Here we compare TikTok to YouTube, Facebook, and Instagram based on metrics like engagement, age demographics, gender makeup, and monthly active users.

Facebook vs TikTok

TikTok’s engagement rate is 5.96%, which is significantly higher than Facebook’s 0.13%. A large percentage of the platform’s users are between the ages of 18 and 24, making up a younger demographic overall. The average Facebook user is 31 years old, and men make up a slightly larger share of the site’s user base than women do (56.6% to 43.4%). TikTok has 57% female users compared to 43% male users. With 2.912 billion, Facebook has more monthly active users than any other social media platform. TikTok comes in at number six with 1 billion MAUs per month.

Pitting TikTok against Instagram

TikTok’s average engagement rate is 5.96%, while Instagram’s is only 0.83% across all industries. Those between the ages of 25 and 34 make up Instagram’s largest demographic. That’s considerably more mature than TikTok’s core demographic of young adults aged 18–24.

The gender split on Instagram is nearly even, with men making up 50.7% of the user base to women’s 49.3%. Among the social media sites evaluated for this piece, this is the most equitable distribution.

YouTube vs. TikTok

According to the Social Status analysis tool, the average engagement rate on YouTube is 0.41% as of April 2022. This is significantly less than the 5.95% of TikTok. TikTok’s average user age is significantly lower than that of Instagram and Snapchat. The majority of TikTok users are between the ages of 18 and 24, while the majority of YouTube users are between the ages of 25 and 34.

Comparing YouTube to TikTok, YouTube has a more sexist user base. 53.9 percent of the platform’s users are male and 46.1 percent are female, while 43.3 percent of TikTok’s users are male and 57.1 percent are female.

Explore TikTok’s New Audiences and Participate in the Conversation

When compared to other platforms, TikTok clearly has the highest engagement. And when compared to the other major social media sites, it pales in comparison. Social media platforms such as Facebook, Instagram, and YouTube attract a more affluent demographic and have a higher percentage of older users. TikTok, however, could be the place to go if you want to reach and engage a younger audience with original, entertaining content.

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