[STUDY] TikTok Content Benchmarks 2024: Content Performance Analysis And Strategic Insights

From new content formats to fluctuations in engagement, TikTok has gone through a lot of changes lately.

With the platform becoming an increasingly powerful tool for businesses to promote their products and services, social media strategists looking to invest in TikTok marketing need to stay up to date with the latest social media benchmarks and trends in order to create a successful strategy.

Having data coming to the rescue, in this study, we’ll dive into what a good engagement rate on TikTok is, posting frequency evolution, views rate, and more.

Buckle up, and let’s explore together a bunch of TikTok benchmarks that will fuel your strategy!

Key insights on TikTok benchmarks report

• Tiktok’s average engagement rate registers a YoY decrease of 40% and currently stands at 3.30%.

• The engagement on TikTok tends to increase as the follower base increases as well.

• 5% of the people who watch a Tiktok video also press the “like” button.

• Smaller accounts (below 5K followers) get the highest number of shares and comments.

• Brands post, on average, 21 videos per month on TikTok, posting 33% more TikToks per month YoY.

• Smaller profiles’ followers watch more of the content posted by a brand.

TikTok engagement rate benchmarks

The beginning of 2024 came with a hard pill to swallow for brands that enjoyed gigantic engagement on TikTok prior to this - when the platform registered a drop of 40% in its average engagement values.

Since then, the TikTok engagement rate by views has remained pretty flat, scoring values up to 3.30% at the moment.

The engagement rate is the lifeblood of any TikTok profile - it reflects how well your content resonates with your audience.

But here’s the kicker: the average engagement rate on TikTok does not stay the same as your follower count grows.

For smaller profiles (those below 5K followers), the Tiktok average engagement rate is around 3.95%. That’s a solid start, especially considering these profiles are often still finding their voice and audience.

The good news is that, as your profile grows, so does your engagement rate - but it’s not just a linear climb.

Profiles with over 100K followers see TikTok rates climb to around 5.35%. This increase might seem small, but it’s significant.

Larger profiles benefit from a more established brand presence and a loyal following that’s more likely to engage with content.

However, reaching this point requires more than just posting frequently - it’s about consistently delivering content that your audience finds valuable, entertaining, or insightful.

So, why does engagement tend to rise with follower count?

It’s all about trust and familiarity.

Larger profiles often have more experience in understanding what works and what doesn’t. They’ve also had more time to build a relationship with their audience, leading to higher engagement as followers are more invested in the content.

Strategic insights on how to get a good engagement rate on TikTok

For smaller profiles, the key is to focus on growth while maintaining a strong connection with your audience. Content that is authentic, engaging, and consistent will naturally attract more followers and improve your engagement rates.

As you grow, leverage your increasing influence to experiment with different content types and formats. But don’t get complacent—continuously refine your social media strategy to keep your audience engaged.

Remember, high engagement rates are a sign that your content is hitting the mark and resonating well with your audience.

TikTok interactions analysis and benchmarks

Like rate benchmarks for TikTok

Likes are often seen as a basic form of engagement, but they’re an essential metric for gauging the immediate appeal of your content.

For smaller profiles, the average like rate stands at about 4.15%. This number isn’t just a reflection of how many people enjoy your content - it also indicates how effective you are at grabbing attention quickly.

As profiles grow, the like rate peaks at around 5.25% for those with 10-50K followers. This peak suggests that profiles in this range have found a sweet spot in delivering content that resonates with a wide audience while still maintaining a level of intimacy and connection.

However, as profiles continue to grow, particularly beyond 50K followers, the like rate starts to dip slightly, settling at around 4.90%. This dip could be due to a variety of factors. For one, larger profiles often attract a more diverse audience, which can dilute the intensity of likes.

Additionally, with more content being produced, each individual post might not receive the same level of attention as it would in a smaller, more focused feed.

Strategic insights to get more likes on TikTok

To maximize your like rate, it’s crucial to create content that is not only visually appealing but also resonates with your audience on a deeper level.

Smaller profiles should focus on niche content that speaks directly to their followers' interests. This personalized approach can help boost like rates significantly.

As your profile grows, keep experimenting with different content formats to see what garners the most likes. Consider using features like TikTok’s duets, stitch or challenges to tap into existing trends while adding your unique twist.

Comment rate benchmarks for TikTok

Comments are where the real conversations happen - they’re your audience’s way of engaging with your content on a more personal level.

For smaller profiles, the average comment rate is around 0.70%. This might seem low, but it’s actually a good indicator that your content is sparking some level of dialogue.

As your follower count increases, however, the comment rate tends to decline, and reaches the lowest values for profiles with more then 100K followers - 0.30% on average.

This decline isn’t necessarily a bad thing - it’s more a reflection of scale. As your profile grows, your content reaches more people, but the depth of individual interactions can lessen. Larger profiles often produce more content, which can spread out engagement and lead to fewer comments per post.

Additionally, with a larger audience, the content might become more generalized, which could lead to fewer comments as the posts may not resonate as deeply with every viewer.

Strategic insights on how to drive more comments on TikTok

To keep your comment rates healthy, focus on fostering community and encouraging discussion. Ask open-ended questions in your captions, or create content that naturally invites opinions and responses.

Smaller profiles should capitalize on their ability to engage with followers on a more personal level- responding to comments and even mentioning followers in videos can go a long way in boosting social media engagement.

Larger profiles might consider using live sessions to reconnect with their audience on a more personal level. Engaging directly with followers during live streams can help rekindle the sense of community that may wane as your audience grows.

Share rate benchmarks for TikTok

Shares are the holy grail of TikTok metrics - they signify that your content is not only liked but also valued enough to be passed along to others.

For profiles with up to 5K followers, the average share rate is about 0.50%. This rate is a strong indicator that even with a smaller audience, your content is hitting the mark and resonating well enough to be shared.

However, as profiles grow, the share rate tends to decline.

For profiles with over 100K followers, the share rate drops to around 0.10%. This decrease might seem concerning, but it’s important to understand the dynamics at play.

Larger profiles often have a more diverse audience, and while their content reaches more people, it might not strike the same chord with everyone.

Strategic insights on how to generate more TikTok shares

To maintain or increase your share rate, focus on creating content that is both unique and valuable.

Smaller profiles should lean into niche topics that their specific audience will love and want to share.

Larger profiles, on the other hand, need to strike a balance between broad appeal and the kind of content that made them popular in the first place.

Creating content that’s educational, entertaining, or highly relatable is key to encouraging shares.

TikTok benchmarks for an optimal posting frequency

The data also indicated that profiles that increased their posting frequency generally saw better engagement. But it’s not just about cranking out videos - quality matters just as much as quantity.

Over time, we’ve seen that profiles posting consistently while maintaining content quality experience a steady rise in their overall engagement rates. This balance between frequency and quality is what keeps audiences coming back for more.

Strategic insights on how to have an optimized TikTok posting frequency

Aim to post regularly, but don’t sacrifice quality for quantity. It’s better to post slightly less often if it means each video is high-quality and engaging.

Find a posting schedule that works for you and stick to it. Your followers will appreciate the consistency, and your engagement rates will reflect that.

Consider using TikTok’s scheduling tools or third-party apps to plan and manage your content calendar.

Video view rate and video views on TikTok

Let’s take a look at how video view rates stack up across different profile sizes.

Profiles below 5K followers have a median view rate of 22.45%, which is quite impressive. This high view rate suggests that smaller profiles often produce content that feels more personal and relatable, which resonates well with their audience. These profiles can leverage this advantage to build a dedicated community of followers who consistently engage with their content.

However, as follower counts grow, video view rates tend to dip.

Profiles in the 10-50K follower range see the lowest median view rate at 2.80%. This decline might be due to the increased competition for attention within larger feeds, where content from a variety of creators is constantly competing for viewers' attention.

Additionally, as profiles grow, their content might become more generalized to appeal to a broader audience, which could result in lower view rates per video.

Interestingly, for profiles with over 100K followers, video view rates begin to recover, averaging around 5.50%. This recovery suggests that these profiles have found a way to maintain or regain their audience's interest, possibly by refining their content strategy to better meet the expectations of their large and diverse follower base.

Benchmarks on TikTok video views

When it comes to the average number of views, accounts of different sizes in terms of followers can use the TikTok benchmarks above to evaluate their video’s performance:

• profiles below 5K followers: get an average of 475 views per video
• profiles between 5 - 10K followers: get on average 530 views per video
• profiles between 10 - 50 K followers: get 640 views per video on average
• profiles between 50 - 100K followers: get an average 4.000K views per video
• profiles with more than 100K followers: get on average 54.000K views per video

Strategic insights on how to increase your views on TikTok

Video views are often influenced by factors such as content trends, posting frequency, and changes in audience behavior.

Having a large number of followers is an indicator in itself for the platfrom that an account produces valuable and qualitative content, for which the Tiktok algorithm boosts it further with more views.

To keep your views on an upward trajectory, focus on consistency in your posting schedule while also ensuring that each piece of content adds value. It’s better to post slightly less frequently if it means each video is more engaging and relevant to your audience.

Moreover, it’s also important to have a balance between producing content that aligns with the platform’s trends and content that is brand-specific. Use social media analytics tools to track which types of content drive the most views and adapt your strategy accordingly.

What brands should do next on TikTok - our verdict based on data

Smaller profiles should prioritize building a loyal community, while larger profiles need to continually refine their strategy to keep their audience engaged.

Maximize for likes and comments

To boost likes and comments, create content that directly appeals to your audience’s interests and encourages social media interactions.

Use calls to action, ask questions, and engage with your followers in the comments to foster a more interactive community. As your profile grows, balancing broad appeal with personalized content is key to maintaining high levels of interaction.

Increase share rates

Share rates tend to decline as profiles grow, but you can counteract this by creating content that is both valuable and share-worthy.

Smaller profiles should focus on niche content that their specific audience will want to share, while larger profiles need to strike a balance between broad appeal and maintaining the unique qualities that made their content popular in the first place.

Post regularly on TikTok

Regular posting combined with high-quality content is essential for maintaining and boosting engagement rates over time. Adapt your strategy as needed to stay relevant and engaging, and use social media analytics to guide your content decisions.

Understand your video view rates

Smaller profiles often see higher view rates due to the personal and relatable nature of their content.

As your profile grows, it’s important to continuously refine your content strategy to maintain high view rates.

Large profiles should focus on balancing broad appeal with the specific interests of their diverse follower base.

Evolve with trends

Stay agile and responsive to TikTok trends to capitalize on the exposure potential they bring, this being a great way to increase your video views.

What works today might not work tomorrow, so it’s crucial to keep experimenting, learning from your TikTok analytics, and adapting your content strategy to keep your audience engaged and growing.

With these insights, you’re now equipped to boost your TikTok strategy, whether you’re just starting out or already have a massive following.

Happy TikToking!

Methodology

The dataset used to uncover these TikTok benchmarks consisted of 808,128 TikTok videos coming from 3,127 TikTok profiles that had an active presence on TikTok from January 2023 - August 2024.

Engagement rate by views: it is calculated by adding the total interactions of Tiktok posts (including like, comments and shares) divided by the number of views gained within the selected timeframe and multiplied by 100.

Like/comment/share rate: it is calculated by dividing the number of likes/comments/shares (depending on the case) to the total number of views gained within the specified timeframe and multiplied by 100 to get a percentage.

Video view rate: it shows, as a percentage, how much of an account’s video content its followers have viewed and it is calculated by diving the number of views to the number of followers an account has and multiplied by 100.

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