Average Engagement Rate On TikTok
What is the Average Engagement Rate On TikTok?
TikTok has rapidly become one of the most influential social media platforms, with over 1 billion active users globally.
Known for its short-form, highly engaging videos, TikTok provides a fertile ground for influencers to connect with audiences in creative and viral ways. As brands increasingly turn to TikTok for influencer marketing, understanding what constitutes a “good” or “average engagement rate on TikTok” is crucial.
In 2024, the average engagement rate on TikTok varies widely depending on the influencer’s follower count, impacting their ability to maintain high levels of audience interaction. This article breaks down the average engagement rates, engagement rate growth, and follower growth for TikTok influencers across different follower ranges to help brands determine what qualifies as a good engagement rate on TikTok.
What are the Key Metrics for TikTok Marketing?
The engagement rate measures how actively an audience interacts with social media content. It evaluates follower actions—likes, comments, shares, clicks, and saves—to gauge how effectively content captures attention and drives interaction.
The follower growth rate measures how quickly an account gains new followers over a specific period. It reflects the account’s ability to attract and retain an audience, indicating its growing influence and popularity. The follower growth rate is calculated as a percentage based on the number of new followers divided by the total number of followers at the start of the period.
The engagement growth rate tracks changes in the level of audience interaction with content over time. It assesses whether engagement, such as likes, comments, and shares, is increasing or decreasing, providing insights into the effectiveness of content strategies. The engagement growth rate is calculated as a percentage based on the increase in engagement actions over a defined period.
Here’s how you can calculate these metrics using these formulas:
Average Engagement Rate On TikTok by Follower Ranges
Nano-Influencers (0 - 10k followers)
Average: 142.69%
Top 10%: 17.36%
Nano-influencers on TikTok exhibit exceptionally high average engagement rates
This is due to TikTok’s algorithm, which heavily promotes content based on engagement rather than follower count, allowing micro-influencers to achieve substantial visibility even with smaller followings.
The engagement rate growth at 356.46% is striking, showing these influencers can rapidly increase their engagement levels over time. Their strong follower growth of 7.28% further highlights their potential to attract and maintain a highly engaged audience.
Best Strategies
Partnering with micro-influencers on TikTok offers a tremendous opportunity to tap into highly engaged, niche communities. Given the platform’s viral nature, even small influencers can achieve significant reach and engagement. This tier is ideal for brands looking to build a strong presence quickly and cost-effectively. Campaigns that focus on creativity and relatability are likely to perform exceptionally well with micro-influencers.
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Micro Influencers (10k - 50k followers)
Average: 8.38%
Top 10%: 12.22%
Micro-influencers on TikTok continue to perform strongly, maintaining high engagement rates even as their follower counts grow.
The engagement rate growth for this range jumps to 477.37%, suggesting these influencers are adept at maintaining and even boosting engagement as they scale. Follower growth remains robust at 9.28%, indicating their ability to expand their audience base effectively.
Best Strategies
Micro-influencers are particularly effective for brands seeking to maintain high engagement while reaching a broader audience. Their ability to sustain engagement growth shows they are skilled at creating content that resonates well with a larger following.
Collaborating with small influencers can be strategic for brands aiming to scale their campaigns while still benefiting from high engagement rates, especially for promotions targeting a diverse yet engaged audience.
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Medium Influencers (50k - 100k followers)
Average: 7.64%
Top 10%: 13.69%
Medium influencers, with 50,000 to 100,000 followers, show a slight decline in average engagement rates, but their top 10% still achieve high engagement levels.
The engagement rate growth remains substantial at 356.12%, indicating these influencers can continue fostering strong engagement as their audience expands. Follower growth at 8.87% also suggests a steady increase in their audience base.
Best Strategies
Medium influencers represent a solid choice for campaigns that need to balance reach and engagement. These influencers can engage a wider audience while maintaining growth in their engagement metrics. This tier is particularly effective for brands looking to expand their reach without significantly sacrificing engagement, making it suitable for campaigns requiring both visibility and interaction.
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Macro Influencers (100k - 500k followers)
Average: 6.43%
Top 10%: 11.24%
Influencers on TikTok, with 100,000 to 500,000 followers, experience a further decline in engagement rates. However, they still maintain notable engagement levels, particularly among the top 10%. The engagement rate growth of 297.41% remains strong, and the follower growth rate of 7.93% suggests these influencers continue expanding their reach effectively.
Best Strategies
Brands aiming for mass visibility with moderate engagement should consider large influencers.
These influencers are capable of delivering significant reach while maintaining a reasonable level of engagement, making them ideal for broad awareness campaigns or product launches where visibility is the primary goal.
Mega Influencers (500k+ followers)
Average: 4.56%
Top 10%: 9.18%
Mega influencers, those with over 500,000 followers, generally see the lowest average engagement rates on TikTok, similar to other platforms. However, the engagement rate growth of 230.18% and follower growth of 6.32% indicate these influencers are still effective at expanding their audience, even if engagement per post is lower.
The top 10% of mega influencers maintain higher engagement rates, suggesting that high-quality content and a strong personal brand are still critical for driving interaction at this level.
Best Strategies
Mega influencers are best suited for campaigns that prioritize reach over engagement. These influencers are particularly effective for large-scale brand awareness efforts, where the objective is to reach a wide audience with the potential for significant impact if the content is engaging and viral.
Conclusions
In 2024, the average engagement rate on TikTok varies significantly across different influencer follower ranges, providing valuable benchmarks for what is considered a good engagement rate on the platform. Here’s a quick breakdown:
- Micro and Small Influencers (0-50k followers):
- Achieve the highest engagement rates and growth, making them ideal for campaigns focused on virality and community engagement.
- Medium Influencers (50k-100k followers):
- Offer a balanced approach, combining reach with sustained engagement growth, suitable for campaigns that need both visibility and interaction.
- Large and Mega Influencers (100k+ followers):
- Provide extensive reach with moderate engagement growth, making them best for brand awareness campaigns that prioritize broad visibility.
Brands should leverage these insights to select the right influencers based on their specific marketing goals, whether focusing on maximizing engagement, reach, or a strategic combination of both.
