There’s actually a pattern rising within the newest social platform efficiency benchmark stories; TikTok engagement is method down for all manufacturers.

Which is smart. The extra customers that TikTok provides, the extra competitors there’ll be for consideration, whereas manufacturers are additionally now jostling for place inside individuals’s “For You” feeds.

However it’s price noting, as three vital benchmark information stories have now highlighted this very same truth as the important thing discovering of their newest information notes.

First off, there’s this overview from Rival IQ, which discovered that TikTok’s present common engagement charge of two.63% for model content material is down by greater than half of what it was a 12 months in the past (5.69%).

That very same discovering is mirrored in new information from Emplifi, which discovered that TikTok publish interactions are down 26% from its highest numbers at the beginning of 2022.

As you may see right here, each Instagram and TikTok interactions are declining over time, although TikTok’s have seen a extra vital shift of late (based mostly on evaluation of over 1,000 model profiles in each apps).

SocialInsider discovered the identical, with its information displaying that the typical engagement charge for TikTok clips declined by 35% over the previous 12 months.

So whereas all platforms have seen a decline in common engagement charge over time, TikTok is seeing essentially the most vital drops of late.

Which might be a mirrored image of platform maturity and model adoption (i.e. as extra manufacturers come to the app, competitors will get harder, and engagement essentially declines), or it might be that manufacturers are producing much less participating content material over time.

Both method, it’s attention-grabbing to notice that TikTok, which had as soon as been the shining mild for model engagement, is dropping a few of its sheen.

Which might additionally issue into your planning. In the event you’ve seen a decline in your TikTok engagement numbers of late, it is probably not you, and you may present this publish to your boss to focus on your level.

However the backside line is that producing constant engagement is hard, and the numbers will fluctuate, which might impression your KPIs.

As such, benchmark stories like this present some extra contextual information to raised perceive what you’re seeing.

You may take a look at Rival IQ’s full report right here, Emplifi’s newest information right here, and SocialInsider’s 2024 benchmarks report right here.