There’s definitely a development rising within the newest social platform efficiency benchmark experiences; TikTok engagement is approach 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 folks’s “For You” feeds.

However it’s value noting, as three important benchmark information experiences have now highlighted this very same reality 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 yr 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 first of 2022.

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

SocialInsider discovered the identical, with its information exhibiting that the common engagement charge for TikTok clips declined by 35% over the previous yr.

So whereas all platforms have seen a decline in common engagement charge over time, TikTok is seeing probably the most important 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 partaking content material over time.

Both approach, it’s fascinating to notice that TikTok, which had as soon as been the shining mild for model engagement, is shedding a few of its sheen.

Which might additionally issue into your planning. In case you’ve seen a decline in your TikTok engagement numbers of late, it is probably not you, and you’ll present this publish to your boss to spotlight 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 experiences like this present some extra contextual information to raised perceive what you’re seeing.

You may try Rival IQ’s full report right here, Emplifi’s newest information right here, and SocialInsider’s 2024 benchmarks report right here.