There’s definitely a pattern rising within the newest social platform efficiency benchmark experiences; TikTok engagement is approach down for all manufacturers.
Which is sensible. The extra customers that TikTok provides, the extra competitors there’ll be for consideration, whereas manufacturers are additionally now jostling for place inside individuals’s “For You” feeds.
However it’s value noting, as three important benchmark knowledge experiences have now highlighted this very same truth as the important thing discovering of their newest knowledge notes.
First off, there’s this overview from Rival IQ, which discovered that TikTok’s present common engagement fee of two.63% for model content material is down by greater than half of what it was a 12 months in the past (5.69%).
That very same discovering is mirrored in new knowledge from Emplifi, which discovered that TikTok put up interactions are down 26% from its highest numbers firstly of 2022.
As you may see right here, each Instagram and TikTok interactions are declining over time, although TikTok’s have seen a extra important shift of late (based mostly on evaluation of over 1,000 model profiles in each apps).
SocialInsider discovered the identical, with its knowledge displaying that the typical engagement fee for TikTok clips declined by 35% over the past year.
So whereas all platforms have seen a decline in common engagement fee over time, TikTok is seeing essentially the most important drops of late.
Which could possibly be a mirrored image of platform maturity and model adoption (i.e. as extra manufacturers come to the app, competitors will get more durable, and engagement essentially declines), or it could possibly be that manufacturers are producing much less participating content material over time.
Both approach, it’s fascinating to notice that TikTok, which had as soon as been the shining mild for model engagement, is shedding a few of its sheen.
Which may additionally issue into your planning. If you happen to’ve seen a decline in your TikTok engagement numbers of late, it is probably not you, and you may present this put up to your boss to spotlight your level.
However the backside line is that producing constant engagement is hard, and the numbers will fluctuate, which may impression your KPIs.
As such, benchmark experiences like this present some extra contextual knowledge to higher perceive what you’re seeing.
You may take a look at Rival IQ’s full report here, Emplifi’s newest knowledge here, and SocialInsider’s 2024 benchmarks report here.
