TikTok leads social media engagement in 2025, boasting an average engagement rate of 2.50% – five times higher than Instagram (0.50%) and far outpacing Facebook and X (0.15%). Smaller accounts under 100K followers achieve the highest engagement at 7.50%, while larger accounts with over 10M followers see rates drop to 2.88%. Industries like Higher Education shine with a 7.36% rate, while sectors like Agencies lag at 0.7%.
Key insights:
- Engagement by follower count: Smaller creators outperform larger ones due to niche content and personal connections.
- Industry differences: Higher Education and Nonprofits lead, while Health & Beauty and Agencies see lower engagement.
- Content types: Short videos, live streams, and educational posts perform best.
- eCommerce brands: Average 2.8%-3.5% engagement, with micro-influencers achieving higher rates.
TikTok’s algorithm now prioritizes niche content and community interaction, making it a powerful tool for brands to connect with audiences and drive purchases. With 71.2% of users buying products discovered on TikTok, the platform is reshaping eCommerce strategies.
TikTok Benchmarks For Brands – How Do You Compare?
TikTok Engagement Rates by Follower Count
Let’s take a closer look at how follower count affects engagement on TikTok. The numbers show a clear trend: smaller accounts tend to see higher engagement rates. This pattern is a crucial consideration for businesses shaping their TikTok strategies for 2025.
Engagement Rates by Follower Tier
In 2025, TikTok engagement rates show a noticeable decline as follower counts increase. Data from The Influencer Marketing Factory highlights this trend across different follower tiers:
| Follower Range | TikTok Engagement Rate |
|---|---|
| Below 100K | 7.50% |
| 100K-500K | 5.10% |
| 500K-1M | 4.48% |
| 1M-5M | 3.76% |
| 5M-10M | 4.22% |
| 10M+ | 2.88% |
Accounts with fewer than 100K followers boast an impressive 7.50% engagement rate, which is more than double the rate of mega-accounts with over 10M followers (2.88%). Interestingly, there’s a slight increase in engagement for accounts in the 5M–10M range, reaching 4.22%.
Engagement rates between 4% and 8% are considered typical, while anything above 10% is exceptional. Micro-influencers, who have between 1,000 and 10,000 followers, often exceed the 10% mark. Even smaller accounts, with fewer than 1,000 followers, can achieve rates between 8% and 10%.
For the smallest creators – those with fewer than 5,000 followers – the average engagement rate by views hits 4.20%. These accounts also experience follower growth rates that are eight times higher than those with over 100,000 followers.
Why Smaller Accounts Get Higher Engagement
Smaller accounts consistently outperform larger ones in engagement for a few key reasons.
First, they thrive on personal connections and niche content. These creators can respond directly to their audience and tailor their content to resonate deeply with specific groups. As Jeff Bullas explains:
"As an account grows, the overall rate often naturally decreases slightly".
Smaller creators are nimble and can quickly adjust their content based on feedback. Their focus on specific topics or communities allows them to use niche hashtags effectively, reaching highly engaged viewers.
Additionally, TikTok’s algorithm plays a role. It prioritizes content that sparks strong interaction, regardless of the creator’s follower count. When smaller accounts consistently deliver engaging posts, the algorithm rewards them with greater visibility, creating a cycle of growth and engagement.
If your account has fewer than 10K followers, lean into this advantage. Build a sense of community by engaging actively with your audience. This close connection often leads to engagement rates that surpass the average.
Engagement Rates by Industry and Content Type
TikTok engagement rates can vary widely depending on the industry and the type of content being shared. Understanding these differences is crucial for crafting strategies that resonate with specific audiences. Let’s take a closer look at how industries set their benchmarks and how content types influence these metrics.
Industry Engagement Rate Averages
Engagement rates on TikTok reveal some clear disparities across industries. For example, Higher Education boasts the highest engagement rate at 7.36%, while Agencies fall to the lower end with just 0.7%. The median engagement rate across all industries is 1.73%, with the platform average ranging between 2.5% and 4.9%.
Here’s a breakdown of engagement rates by industry:
| Industry | Engagement Rate |
|---|---|
| Higher Education | 7.36% |
| Nonprofits | 3.04% |
| Travel | 2.73% |
| Sports Teams | 2.68% |
| Construction, Mining & Manufacturing | 2.6% |
| Education | 2.3% |
| Food & Beverage | 2.04% |
| Alcohol | 1.76% |
| Home Decor | 1.52% |
| Media | 1.34% |
| Financial Services | 1.33% |
| Retail | 1.28% |
| Tech & Software | 1.21% |
| Influencers | 1.11% |
| Healthcare, Pharma & Biotech | 1.0% |
| Fashion | 0.95% |
| Real Estate, Legal & Professional | 0.9% |
| Health & Beauty | 0.85% |
| Agencies | 0.7% |
These numbers highlight how audience behavior and content expectations differ by sector, emphasizing the need for tailored strategies.
How Content Type Affects Engagement
The type of content you post on TikTok plays a huge role in determining how much engagement it receives. TikTok’s algorithm tends to favor content that sparks conversations and encourages sharing.
Short-form videos continue to dominate on the platform, generating 2.5 times more engagement than longer videos. About 66% of marketers say these bite-sized clips are the most engaging form of social content. They also hold viewers’ attention better, with a 60% halfway-watch rate compared to 38% for videos lasting 5 to 30 minutes.
Live streams are becoming a standout format for engagement, especially in 2025. Features like Q&A sessions and giveaways during TikTok Live events foster real-time interactions that drive audience participation. For instance, Scrub Daddy uses live streams to showcase products and host giveaways, turning them into memorable experiences.
Educational content and mini-series formats are also highly effective. Accounts focused on educational material see an average engagement rate of 9.5%, as they provide value while keeping viewers hooked.
TikTok’s interactive tools, like duets, stitches, and response videos, further elevate engagement by encouraging collaboration and conversation. Additionally, posts with shorter captions and emojis tend to perform better, reflecting the platform’s fast-paced and visually driven culture.
As Kseniia Volodina, Senior Social Media Manager at MY.GAMES, puts it:
"TikTok is not a place to be polished and uptight – it’s a place to be somewhat unhinged, have fun, and explore your creative boundaries as a brand. But you still need a strategy to keep it from becoming a hot mess. Strategy is your rail system. So step outside your brand comfort zone: lo-fi your core content, jump on trends, push your voice – just make sure it’s all heading somewhere."
Ultimately, success on TikTok comes down to balancing authenticity with a clear strategy. Whether you’re experimenting with trends or sticking to proven formats, knowing your audience and adapting accordingly is key.
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What Affects TikTok Engagement in 2025
By 2025, TikTok has fine-tuned its algorithm to focus on community-driven content, challenging brands to not only expand their reach but also build genuine connections. These adjustments reflect ongoing trends in how engagement varies across follower tiers and content types.
Algorithm Updates and Platform Changes
TikTok’s latest algorithm updates have reshaped how content gains momentum. Instead of prioritizing mass appeal, the platform now emphasizes content that resonates deeply with niche communities. Watch time has become a critical metric, particularly in the first few seconds of a video. High-quality creators benefit significantly from this change, seeing 67% more watch time per view, triple the number of views, and follower growth that’s over 40 times greater than average.
The algorithm also relies heavily on captions, hashtags, and sounds to categorize and recommend content effectively. TikTok now suggests using only two or three relevant hashtags per post, and videos with background music tend to perform better, garnering 98% more views on average.
Another major shift is TikTok’s transformation into a visual search engine. Sarah Warner, PR & Communications Manager at Destination Madison, highlights this evolution:
"Social search and TikTok SEO is a huge focus for us. We want to anticipate what people are looking for and make sure that when they’re looking, they find us first. Doing so gives our content longevity and helps new people find us every day, even when we aren’t posting."
As 25% of TikTok searches are now aimed at discovering products or services – and over 40% of U.S. users turn to TikTok as a search tool – optimizing content with relevant keywords and trending sounds has become essential. These changes underscore the platform’s growing focus on discoverability and niche targeting.
Community Building and Niche Targeting
Beyond algorithm tweaks, TikTok’s emphasis on community engagement has become a defining feature. Users are now four times more likely to view TikTok as the best platform for building connections. Micro-virality, where brands focus on engaging deeply with specific audiences rather than chasing massive reach, has emerged as a winning strategy. For instance, 72% of women on TikTok connect over shared experiences, reinforcing the platform’s community-first approach.
Authenticity is another driving force behind engagement. A staggering 86% of consumers say authenticity influences their purchasing decisions. Brands that inject personality into their content see real results: 40% of TikTok users engage more with brands that show personality, and 45% of social media users feel more understood by brands that prioritize authenticity.
Community feedback is also key. About 67.8% of marketers consider community insights critical for shaping their TikTok strategies, while 68% of users believe brands should engage more through comments to better understand their audiences. User-generated content (UGC) has become a standout performer, with 55.7% of marketers identifying it as their top-performing content type. Additionally, diverse creator partnerships are proving highly effective. Two-thirds of TikTok users appreciate when brands collaborate with a variety of creators, and micro-influencers (those with 2,000 to 100,000 followers) boast conversion rates 22.2 times higher than traditional celebrities.
TikTok itself encapsulates this community-driven ethos:
"Communities shape their own lingo, aesthetics, and styles that are distinctly unique to the platform, yet they remain inclusive, inviting everyone – brands included – to join in, explore, and co-create."
For brands, the formula for success lies in starting videos with attention-grabbing hooks, actively engaging with their audience, and maintaining a consistent posting schedule to build trust and visibility.
eCommerce Brand Engagement Rate Benchmarks
eCommerce brands on TikTok face a tricky balancing act: promoting products while keeping content entertaining. Knowing how retail brands stack up against broader engagement benchmarks can help businesses set achievable goals and craft strategies to boost sales through social engagement.
eCommerce vs Overall TikTok Benchmarks
TikTok’s average engagement rate across all content is 4.07%, while eCommerce brands typically land between 2.8% and 3.5%. That’s still far better than the 1–2% engagement seen on other platforms like Instagram or Facebook .
Engagement rates can vary depending on the type of content. Food and drink-related posts often hit engagement rates between 6% and 8%. The type of content matters too – promotional posts tend to perform about 40% worse than educational or entertaining content.
Follower count also plays a role. Smaller eCommerce accounts with fewer than 5,000 followers often see engagement rates around 4.20%. However, larger retail brands with bigger audiences may see rates closer to 2–3%. On the other hand, micro-influencers with fewer than 15,000 followers can achieve much higher engagement rates, sometimes reaching 17.96% .
TikTok Engagement Strategies for eCommerce
These benchmarks highlight the need for eCommerce brands to shift their focus from straight-up selling to creating content that resonates with audiences. Here are some strategies that work:
- Tell authentic stories by showcasing products in real-life scenarios and using trending audio to boost relatability.
- Incorporate user-generated content to add a layer of community trust and authenticity.
- Share behind-the-scenes glimpses to establish a more personal connection with viewers.
- Use TikTok’s built-in tools, such as the Creative Center for finding trending audio or Effect House to create custom AR filters, to expand content reach.
- Engage actively with the community by responding to comments quickly – ideally within 30–60 minutes – to keep interactions lively.
How Emplicit Helps eCommerce Brands on TikTok
Emplicit takes these strategies to the next level, combining TikTok expertise with a broader eCommerce approach to drive both engagement and sales. Their services are designed to help brands thrive on TikTok while integrating seamlessly with other sales channels.
Here’s how Emplicit supports eCommerce brands:
- TikTok Shops Optimization:
Emplicit ensures product listings are tailored to TikTok’s visual-first platform. From optimized titles and descriptions to eye-catching imagery, they focus on converting TikTok traffic into actual sales. - Content Strategy Development:
By blending creative storytelling with subtle product promotion, Emplicit helps brands craft content that connects with audiences. They identify trending opportunities and set consistent posting schedules to avoid the engagement drop-off often seen with overly promotional content. - Performance Tracking and Optimization:
Using advanced analytics, Emplicit tracks TikTok engagement alongside broader eCommerce metrics. This real-time data helps brands pinpoint what works, refine their approach, and boost conversions. - Omnichannel Integration:
Emplicit aligns TikTok campaigns with strategies on platforms like Amazon, Walmart, and Target. This creates a seamless customer experience – from discovering a product on TikTok to making a purchase. Their inventory management services also prevent stockouts during demand surges caused by TikTok promotions. - USA-Based Account Management:
With U.S.-based account managers, Emplicit stays on top of TikTok’s constantly evolving features and algorithms. This helps brands adapt quickly and maintain competitive engagement rates in a fast-changing digital landscape.
Using TikTok Engagement Benchmarks for Growth
TikTok benchmarks offer a roadmap for eCommerce brands aiming to grow. By consistently tracking performance and making adjustments, brands can stay ahead of the competition and tap into TikTok’s vast potential.
"TikTok’s absolutely crushing it and we’re seeing way better engagement and lower CPMs than Instagram for our clients."
– Kineta Kelsall, Founder & Director of School of Social
When it comes to influencers, nano- and micro-influencers provide valuable benchmarks. Nano-influencers, with 1,000–10,000 followers, average a 3.69% engagement rate, while micro-influencers enjoy a higher rate of 7.12%. If your brand’s engagement falls below these numbers, it’s a sign to refine your content strategy and strengthen your online community.
To turn engagement data into meaningful growth, focus on metrics that matter. Pay attention to viewers who stay beyond the critical 3-second mark, as videos with high completion rates are shared 4–6 times more often. Use an advanced engagement formula to evaluate content performance:
((Likes × 1) + (Comments × 5) + (Shares × 7) + (Saves × 10)) ÷ Views × 100. This weighted approach highlights the content that truly resonates and drives customer action.
Engagement isn’t just about likes – it’s a sales driver. TikTok influences 39% of purchases, with users spending an average of 95 minutes per day on the platform. Its ROI can be up to 10.7 times greater than what traditional last-click attribution models suggest.
Use these benchmarks to set realistic goals and allocate resources wisely. If your engagement rate is lagging, focus on authentic storytelling and user-generated content instead of simply increasing ad spend. TikTok rewards quality over quantity, so prioritize meaningful connections and impactful content over frequent posting.
With TikTok’s user base expected to hit 2.1 billion by 2025 and over 40% of U.S. users using it as a search tool, brands that understand and act on engagement benchmarks are poised for long-term success. The key is translating TikTok metrics into actionable strategies that align with your broader eCommerce goals.
FAQs
Why do smaller TikTok accounts often have higher engagement rates than larger ones?
Smaller TikTok accounts often enjoy higher engagement rates because they build closer, more tailored connections with their niche audiences. Followers of these accounts tend to feel more invested, which naturally leads to more interactions on each post.
On top of that, TikTok’s algorithm seems to favor smaller creators by giving them extra visibility. This helps promote a variety of content on the platform and can further elevate engagement levels. On the flip side, larger accounts usually cater to wider audiences, which can dilute their content’s impact and result in lower engagement percentages as it connects less deeply with individual followers.
What strategies can eCommerce brands use to boost sales on TikTok in 2025?
eCommerce brands looking to boost sales on TikTok in 2025 should focus on crafting engaging, high-quality content that genuinely connects with their audience. TikTok’s unique features – like TikTok Shop ads, branded hashtag challenges, and top-view ads – offer powerful ways to grab attention and inspire purchases.
To get the most out of TikTok, stay on top of trending content ideas and take advantage of tools like AI-powered ad targeting to zero in on the right audience. Getting involved in community-driven content and keeping up with TikTok’s ever-changing trends can also help increase visibility and turn views into sales.
How does TikTok’s algorithm impact content visibility and engagement rates?
TikTok’s algorithm plays a massive role in how your content gets seen and how much interaction it garners. It tracks user behavior – things like likes, comments, shares, and watch time – to figure out what people enjoy and then recommends videos based on those patterns.
When a video generates strong engagement, the algorithm pushes it out to a broader audience, even reaching users who don’t already follow the creator. Key elements like trending hashtags, how often viewers watch a video to the end, and overall interactions significantly impact a video’s reach and its potential to go viral. By grasping how the algorithm works, creators and brands can fine-tune their content strategies to boost both visibility and engagement.