What does the data behind a thriving TikTok marketing strategy look like?
While everyone praises TikTok and the pressure of joining this new network knocks on every major brand’s door, one of the questions that are on every marketer’s lips is to what extent a business can benefit from launching a TikTok account.
Since data is the most powerful driver of every business decision, the team from Socialinsider teamed up with Wave.video and analyzed over 600k TikTok videos to dig up some performance benchmarks that could help social media managers better establish their brand’s TikTok marketing objectives when deciding to join the platform.
Here’s what they found.
The engagement on TikTok is skyrocketing - reaching the highest value across all social networks - 6.72%.
As opposed to other social media networks, like Facebook or Instagram, when displaying the engagement metric, TikTok uses a different formula - calculating it by the number of views instead of followers.
That’s because, in the case of an exclusive video platform, such as TikTok, video views are more relevant than the number of followers, especially considering TikTok’s algorithm that shows content based on topics of interest and not on accounts followed.
However, regardless of the way social media managers may choose to look at this KPI, one thing is certain - that TikTok is unquestionably the most engaging network of today, as proved by the chart below.
Having set the record straight to where TikTok stands in the social media scene from an engagement point of view, the Socialinsider team wanted to dig further and uncover what’s the average posting frequency in 2022 and how this metric evolved over the last year.
As you can see in the graphic above, TikTok is clearly expanding not only from a user base perspective but also in terms of content published within the platform.
With an average posting frequency of 20 videos published monthly per account, that’s visibly on an ascending path, the platform’s positive ROI is highly evident.
In addition to this, the Socialinsider team also found that an account’s viewership is likely to increase when including a mention.
While the most successful accounts indicate that short captions are the way to go on TikTok, and data confirmed that including a mention leads to higher viewership results, for increased chances of hitting the jackpot with this social platform, it’s equally recommended to have an SEO-oriented copywriting strategy.
With TikTok being a network where the waters are not that clear yet, making data-backed decisions and optimizing on multiple plans are two of the smartest ways to approach TikTok marketing.
To discover the rest of the study’s additional elements and considerations, check out the full report