TikTok has changed over the course of its brief life from being a platform for lip-syncing and dancing competitions to the top social media network and first-touch channel for numerous avant-garde and forward-thinking enterprises like Duolingo.

It is currently not just the social media platform with the quickest growth but also a top-performing marketing channel for several particular industries.

TikTok benchmarking research

What is the average engagement rate by views on TikTok? Here, we discuss the key distinctions between engagement measured by views and followers, as well as how TikTok calculates engagement differently from other social media platforms.

We investigate the average TikTok view rate for 2022 in order to gauge the interest social media users have in TikTok video posts.

The average number of videos posted by TikTok accounts each month is a good indication of how interested users are in investing in the platform.

TikTok’s watch rate was associated with the number of mentions; our goal is to determine how much a mention’s presence affects how many people watch a video.

We compare TikTok’s watch rate when integrating an original sound within a video to using a popular song to determine whether using original tunes is a successful or rather ineffective approach for generating more views.

Key observations

  • The social media site with the highest levels of engagement on TikTok.
  • The highest watch rates are recorded by the followers-per-account smallest accounts.
  • The typical number of videos uploaded to TikTok within a month is steadily rising.
  • The number of views for a TikTok video increases often when a mention is added.

Videos on TikTok with a popular tune instead of an original video receive a little bit more views.

The average TikTok engagement rate measured in video views is 6.72%

The marketing benefits TikTok offers are undeniable when companies like RedBull, which reached over 6.8 million followers on the platform, or Duolingo, which increased its quarterly sales by 51% as a result of its TikTok content strategy.

Although Gen Z users make up the majority of the site’s user base, TikTok has evolved into a platform that appeals to a much wider range of viewers than just Gen Z.

Data, particularly when comparing TikTok’s KPI with those of other networks, emphasises the increasing migration of user bases from other social networks to TikTok.

The typical watch rate on TikTok is 16.23% in 2023

TikTok’s distinctive algorithm and user’s intention, thinking, and behaviour when surfing the platform distinguish it apart from all other social networking platforms.

On other other networks, the following base is likely the top indicator of an account’s popularity; however, this is not the case with TikTok.

The most crucial measure to keep an eye on in this case is the views count because TikTok’s feed is solely made up of videos that are displayed mostly based on subjects of interest and being shown based on comparable previous searches.

videos are uploaded on average per month to TikTok accounts

Most brands are hesitant to use the platform right now despite it being a very unique social media network with fresh ideas and features.

On the other side, creators appear quite eager to test the waters and join this brand-new, ground-breaking, video-focused social media platform.

And some of them immediately found success on TikTok by creating buzz with their videos and attracting a devoted following.

Both social media managers and creators are taking their TikTok accounts and postings seriously because they understand the importance of consistency in building an engaged following.

Videos on TikTok with mentions have greater watch rates

Collabs account for a sizeable portion of the videos on TikTok.

It’s clear the platform itself pushes and encourages video collaborations given the introduction of features created specifically to make them easier, such TikTok Stitch or Duet.

You’re familiar with the adage “the more, the merrier.” Right? It holds true in this instance as well.

On the other hand, mentions are a very traditional type of cooperation in comparison to the aforementioned new TikTok capabilities. However, as a collaborative strategy, mentions are still regularly employed and are just as beneficial.

An endorsement programme is one of the most effective ways to raise brand awareness and create a favourable brand image because it is one of the oldest marketing strategies for gaining people’s confidence.

TikTok Data Research

TikTok data research showed that a TikTok video is likely to get more views when there is a mention in the caption.

The addition of a mention is a successful tactic to raise the average TikTok view rate/watch rate, particularly for those accounts who have not yet amassed a sizable following, adding to the insights these TikTok numbers have shown.

As long as their TikTok videos exhibit creativity, originality, and sincerity, the tiniest accounts have an advantage in that they are more likely to receive attention and publicity. Utilizing original music causes a very modest drop in average watch rate.

Making a TikTok video engaging and employing a hot song, according to creators and companies that have jumped on the TikTok marketing bandwagon and achieved enormous awareness on the platform.

According to Influencer Marketing Hub’s TikTok sounds survey, 90% of TikTok users believe that sound is the most important aspect of the TikTok experience, underscoring the premise that music are essential for the success of TikTok videos.

Trendy songs are more likely to increase the popularity of a TikTok video than other types of “endorsements” simply because the melody is well-liked and well-known.