TikTok has quickly emerged as one of the most influential social media platforms, boasting over 9 billion users and over 1 billion active users worldwide.
Renowned for its short and captivating videos, TikTok offers a dynamic environment for influencers to engage creatively with their audiences and produce viral content. As more brands look to TikTok for influencer marketing, grasping what defines a “good” or “average engagement rate” becomes essential.
In 2024, the average engagement rate on TikTok shows significant variation based on the influencer's follower count, which affects their capability to sustain high audience interaction levels. This article explores the average engagement rates, growth in engagement rates, and follower growth for TikTok influencers across various follower categories, aiding brands in identifying what constitutes an effective engagement rate on TikTok.
What Are the Most Important TikTok Metrics for Marketing Success?
TikTok metrics encompass various data points, including likes, views, comments, followers, and engagement rates, that help assess the performance of your videos and the level of audience engagement. By closely monitoring these metrics, you can uncover new opportunities to boost your views, refine your TikTok marketing strategy, and better connect with your target audience.
Engagement Rate
Among these metrics, the engagement rate is particularly important, as it quantifies how actively users interact with your content. This rate evaluates a range of follower actions, such as likes, comments, shares, clicks, and saves, to gauge how effectively your content captures attention and fosters interaction.
Calculation:
ER (%) = (Total Engagements / Total Followers) x 100
where Total Engagements includes the sum of Likes, Comments, Shares, Clicks, Saves, and other interactions.
Follower Growth Rate
Another critical metric is the follower growth rate, which measures how quickly an account acquires new followers over a defined period. This metric reflects the account’s ability to attract and retain an audience, indicating its growing influence and popularity. It is calculated as a percentage by dividing the number of new followers by the total follower count at the start of the period.
Calculation:
FGR (%) = (New Followers / Initial Follower Count) x 100
calculated over a defined timeframe (such as weekly or monthly).
Engagement Growth Rate
Additionally, the engagement growth rate tracks changes in audience interaction over time, assessing whether metrics like likes, comments, and shares are increasing or decreasing. This provides valuable insights into the effectiveness of your content strategies and is expressed as a percentage based on the change in engagement actions over a specified timeframe.
Calculation:
EGR (%) = ((New Engagements - Previous Engagements) / Previous Engagements) x 100,
where New Engagements and Previous Engagements refer to engagement totals recorded during different time periods.
Pro Tip for Brands:
If you find it difficult to find the right influencer, consider SocialBook. This easy-to-use platform helps you locate influencers by assessing engagement rates, Audience demographic, and other vital metrics. Use its data-driven insights to refine your marketing strategy and enhance your campaign’s impact.
By integrating these metrics into your analysis, you can gain a comprehensive understanding of your TikTok performance and make informed decisions to enhance your content and audience engagement.
TikTok Average Engagement Rate by Follower Ranges
Nano-Influencers (0 - 10k followers)
Average: 14.21% Top 10%: 17.22%
Nano-influencers on TikTok demonstrate remarkably high average engagement rates, significantly outpacing other platforms such as Instagram and YouTube.
This phenomenon can be attributed to TikTok’s algorithm, which prioritizes content based on engagement levels rather than the number of followers. As a result, these smaller influencers can gain considerable visibility even with limited follower counts.
With an impressive engagement rate growth of 356.32%, it's clear that these influencers can quickly enhance their levels of interaction. Their notable follower growth rate of 7.16% further underscores their ability to draw in and retain a highly engaged audience.
Effective Strategies
Collaborating with nano-influencers on TikTok presents a valuable opportunity to engage with niche communities that are highly involved. The platform's viral characteristics allow even influencers with smaller audiences to achieve remarkable reach and engagement. This group is particularly well-suited for brands aiming to establish a strong presence rapidly and affordably. Campaigns that emphasize creativity and authenticity are likely to resonate well when partnered with nano-influencers.
Micro Influencers (10k - 50k followers)
Average: 8.12% Top 10%: 12.34%
Micro-influencers on TikTok continue to excel, consistently achieving high engagement rates even as their follower counts increase.
The growth in engagement rates for this group reaches an impressive 477.45%, indicating that these influencers are skilled at not only maintaining but also enhancing engagement as they expand. Their follower growth rate stands at a solid 9.28%, highlighting their effectiveness in broadening their audience.
Effective Strategies
Micro-influencers are particularly valuable for brands that want to sustain high levels of engagement while reaching a wider audience. Their knack for maintaining engagement growth suggests they are adept at producing content that resonates with a larger demographic.
Partnering with these smaller influencers can be a strategic move for brands looking to scale their campaigns while still enjoying the benefits of elevated engagement rates, especially for promotions aimed at a diverse and active audience.
Pro Tip for Brands: Looking to enhance your brand’s visibility through influencer partnerships in 2024? Consider using platforms like SocialBook Product Launcher, which simplify the process of connecting with micro-influencers. This allows influencers to bring collaboration ideas directly to you, making it easier to find the perfect fit for your brand.
Medium Influencers (50k - 100k followers)
Average: 7.12% Top 10%: 13.32%
Medium influencers, who have between 50,000 and 100,000 followers, experience a slight dip in average engagement rates; however, the top 10% of this group still achieve impressive engagement figures.
The engagement rate growth remains robust at 356.12%, suggesting that these influencers are capable of nurturing strong interactions as their follower base grows. Additionally, their follower growth rate of 8.87% indicates a consistent upward trend in audience size.
Effective Strategies
Medium influencers are an excellent option for campaigns that seek to strike a balance between reach and engagement. They can connect with a broader audience while continuing to enhance their engagement metrics. This category is especially beneficial for brands aiming to increase visibility without compromising on interaction, making them ideal for campaigns that require both broad exposure and meaningful engagement.
Macro Influencers (100k - 500k followers)
Average: 6.65% Top 10%: 11.31%
Influencers on TikTok with follower counts between 100,000 and 500,000 see a further decline in their engagement rates. Nonetheless, they still achieve impressive engagement levels, especially within the top 10%. With an engagement rate growth of 297.16%, they demonstrate a strong capacity for interaction, and a follower growth rate of 7.33% indicates their continued ability to widen their audience.
Effective Strategies
For brands seeking extensive visibility while maintaining moderate engagement, collaborating with larger influencers is advisable.
These influencers can offer substantial reach while still providing a decent level of engagement, making them particularly suitable for campaigns focused on raising brand awareness or launching new products, where the primary objective is to maximize visibility.
Mega Influencers (500k+ followers)
Average: 4.25% Top 10%: 9.75%
Mega influencers, defined as those with over 500,000 followers, typically experience the lowest average engagement rates on TikTok, which is consistent with trends observed on other social media platforms. Despite this, their engagement rate growth of 230.33% and a follower growth rate of 6.56% demonstrate that they remain effective at expanding their audience, even if the engagement per post is lower than that of smaller influencers.
The top 10% of mega influencers manage to sustain higher engagement rates, indicating that producing high-quality content and cultivating a strong personal brand are essential for fostering interaction at this level.
Effective Strategies
Mega influencers are ideally suited for campaigns that emphasize reach rather than engagement. They are especially valuable for large-scale brand awareness initiatives, where the goal is to connect with a vast audience and create a significant impact, provided the content is engaging and has the potential to go viral.
Final Thoughts
In conclusion, TikTok presents a valuable opportunity for brands to enhance visibility and engage diverse audiences through influencer partnerships. Understanding the varying engagement rates of different influencer tiers—from the high engagement of nano- and micro-influencers to the broad reach of macro and mega influencers—is crucial for effective marketing strategies.
Brands should focus on collaborating with influencers that align with their values and resonate with their target audience. Utilizing tools like SocialBook can streamline this process. A successful TikTok strategy balances engagement with reach, allowing brands to maximize their impact on the platform in 2024 and beyond.