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TikTok drives high engagement for brands across industries

Most brands are still not using TikTok to its full potential

Median brands on TikTok had an average engagement rate of 4.1% as of April 2022. That’s significantly higher than median brands on Instagram, Facebook, and Twitter, per data from social analytics company Rival IQ, included in Insider Intelligence’s Industry KPIs database.

Industry KPIs subscribers have access to the following TikTok performance metrics:

Subscribers can also access a variety of metrics for Facebook, Instagram, and Twitter, as well as other performance metrics—including median monthly social ad spend, CPC (cost per click), and CTR (click-through-rate)—by industry.

Higher education companies, sports teams, and nonprofits were the top-performing industries on TikTok, based on engagement rate per follower. Health and beauty, as well as home decor, ranked lowest on the list, but their engagement rates were still higher on TikTok than on other social platforms.

Here are 3 reasons why TikTok may be out-engaging other social platforms:

  • TikTok is all video: Facebook, Instagram, and Twitter are a mix of text, static, and video posts.
  • TikTok is less saturated: The average brand on TikTok posts just 1.8 videos per week, versus. 4.6 posts per week on Instagram and 5.0 tweets per week on Twitter, per Rival IQ.
  • TikTok is still growing: The average monthly follower growth rate varied from 6.3% for brand accounts with fewer than 5,000 followers to 2.5% for those with over 1 million followers between January and April.

Brands that want to succeed on TikTok have to nail the creative. One reason why brands may hold off on using TikTok is that it’s hard to know what will resonate with users. Posting more regularly is a start, but killer content is really what drives likes, shares, and comments on TikTok.