TikTok has had a glorious success story so far, and its sudden rise in popularity has spurred its competitors to adopt some or all of its features. TikTok also offers a lot of value to brands because of the fact that this is the sort of thing that could potentially end up giving them a new frontier to target prospective consumers in. In spite of the fact that this is the case, most brands still aren’t maximizing the potential of TikTok with all things having been considered and taken into account.
A social analytics company by the name of Rival IQ recently put out some data that sheds some light on the engagement rates that brands can see on the video streaming app. With all of that having been said and now out of the way, it is important to note that TikTok offers an excellent engagement rate of 4.1%. This is a lot higher than the engagement rate for every other social media platform including Facebook, Twitter as well as Instagram.
The best performing brands on TikTok belonged to sports teams, learning institutions focusing on higher learning along with non-profits. Companies offering higher education saw the best engagement rates of all at just under 10% or 9.9% to be precise. Coming in second are various sports teams with an engagement rate of around 7.6%, followed by non-profits at 6.4%.
Plenty of other industries and sectors are also seeing healthy engagement rates, such as in the case of food and beverage companies whose TikTok posts received a 4.5% engagement rate which is higher than the median across TikTok when all niches are factored in.
The primary feature that is making TikTok such a hotbed for digital marketing investment is its video centric nature. Over 40% of digital ad spends are going towards video based content, and TikTok has the added advantage of a lower saturation rate. Brands tend to post 4.6 times per week on Instagram and 5 times a week on Twitter, so TikTok’s average weekly post rate of 1.8 allows the platform to be less cluttered for its users.
