TikTok Benchmark Report: Key Insights
Data Overview
- Total Handles: 2,107
- Total BV (Billions of Views): 374K
- Total Videos: 2,107
- Time Period: January 2023 to December 2023
Key Metrics and Definitions
- Engagement Rate by Follower: Average number of engagements per follower per video.
- Engagement Rate per View: Average number of engagements per view.
- Engagement Total: Total number of interactions (likes, comments, and shares) on videos.
- Hashtags per Video: Average number of hashtags used per video.
- Monthly Follower Growth Rate: Average monthly growth rate of followers.
- Videos with Mentions: Percentage of videos including mentions of another account.
- Videos per Week: Average number of videos published per week.
- Views per Follower: Average number of views per follower per video.
Key Findings
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High Engagement Rates on TikTok
- Median Engagement Rate per Follower: 2.6% (4x Instagram, way more than Facebook and Twitter).
- Engagement Rate by View: Median is 3.4%.
- Top Industries: Higher Education, Travel, and Sports Teams.
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Follower Growth
- Mid-Sized Accounts: Accounts with 10-50k followers are growing the fastest.
- Growth Rate: Brands are consistently adding followers, with the largest accounts growing the most.
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Posting Frequency
- Average Videos per Week: 2 videos (up slightly from last year).
- Account Size Impact: Larger accounts post more frequently.
- Industries: Media and Health & Beauty consistently post the highest volume of content.
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Views per Follower
- Average: 12.8 views per 100 followers.
- Decline with Account Size: Smaller accounts get more views per follower compared to larger ones.
Detailed Analysis
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Engagement Rate by View
- Median: 3.4%.
- Account Size Impact: Larger accounts have higher engagement rates by view.
- Industries: Sports Teams, Nonprofits, and Influencers lead in engagement rates.
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Videos per Week
- Distribution: Median is 1.9 videos per week.
- Account Size Impact: Larger accounts post more frequently.
- Industries: Media and Health & Beauty post the most videos.
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Views per Follower
- Distribution: Median is 12.8%.
- Account Size Impact: Smaller accounts get more views per follower.
- Industries: Smaller accounts in Fashion, Food & Beverage, and Home Decor get more views per follower.
Standout Performers
- NYT Cooking and Food: Achieved a 5.87% engagement rate per view, nearly double the median.
Conclusion
TikTok continues to outperform other social media channels in terms of engagement rates. Mid-sized accounts are experiencing the fastest growth, and larger accounts are posting more frequently. The platform remains highly competitive, with specific industries leading in engagement and posting frequency. Smaller accounts benefit more from views per follower, while larger accounts see higher engagement rates by view.
