Engagement rate is the heartbeat of social media success, and it’s particularly crucial on platforms like TikTok and Instagram, where user interaction directly influences content visibility and brand influence. According to a report by Sprout Social, 71% of consumers are more likely to purchase a product or service based on social media referrals. This statistic underlines the importance of having content that not only reaches an audience but also engages them effectively. Engagement is more than a metric—it’s a sign that your brand resonates with your audience. Every like, comment, share, and save is a touchpoint that can elevate your brand’s visibility and foster a community around your products or services.
Understanding what makes a “good” engagement rate is crucial because benchmarks vary significantly between platforms. Research by Socialinsider reveals that the average engagement rate on Instagram is around 1.22%, with top-performing industries such as education, NGOs, and influencers leading the way. Meanwhile, TikTok’s viral nature and algorithmically driven content have led to an average engagement rate of around 5.96%, as reported by Hootsuite. The stark contrast between these platforms shows that what may be considered a high-performing rate on Instagram might be relatively modest on TikTok. As a brand, knowing these benchmarks helps you set realistic goals, tailor content to the platform’s strengths, and optimise your social strategy effectively.
In this blog, we’ll delve into the key aspects that contribute to strong engagement rates for TikTok and Instagram, why this metric matters for your brand, and how you can calculate it effectively. By understanding the nuances of each platform, brands, and content creators can accurately gauge the success of their social media efforts. Whether you’re aiming to boost your brand presence, build credibility, or drive conversions, understanding engagement can help transform how your audience interacts with your content—and ultimately, enhance your online presence and bottom line.
Understanding Engagement Rate: Why It Matters for Your Brand
The engagement rate is more than just another number; it represents the level of interaction between your audience and your content. On TikTok and Instagram, engagement covers more than likes—it includes comments, shares, saves, views, and replies to Stories. It’s a more telling metric than simply counting followers.
While having a large following looks impressive, an engaged audience is far more valuable. High engagement signals that your audience isn’t just passively consuming your content—they’re interacting, forming connections, and even advocating for your brand.
Why should you care about engagement?
- Boost Visibility: Social media algorithms prioritise content that receives strong engagement, which can dramatically boost your reach.
- Build Credibility: A high engagement rate showcases the value and trustworthiness of your content, attracting collaborations and sponsorships.
- Drive Conversions: When your audience engages with your content, they’re more likely to take actions that matter to your business—clicking links, making purchases, or following your profile.
What’s Considered a Good Engagement Rate?
Now that we know why engagement matters, let’s dive into what qualifies as a good engagement rate on TikTok and Instagram. It’s essential to note that engagement rate benchmarks can vary depending on the platform, industry, and audience size.
Instagram Engagement Rates
According to the 2023 Social Media Industry Benchmark Report by RivalIQ, the average engagement rate across all industries on Instagram is around 1.94% per post. While this might seem low, it’s important to remember that engagement tends to decline as follower counts grow.
For influencers and brands:
- 2% to 3% is generally considered good.
- Anything above 3% is exceptional.
TikTok Engagement Rates
TikTok, with its unique algorithm, boasts significantly higher engagement rates than Instagram. Influencer Marketing Hub reports that micro-influencers on TikTok can reach engagement rates as high as 18%. Even mega-influencers often achieve between 6% and 9%. The platform’s emphasis on discoverability makes it ideal for organic growth and viral moments.
These higher rates reflect TikTok’s emphasis on discoverability and user interaction, making it a powerful platform for creators who are looking to grow organically.
How to Calculate Engagement Rate
Calculating engagement rate doesn’t have to be a math-heavy exercise. The goal is to determine how much interaction your content receives compared to the number of people who follow you or see your content.
Here are some simplified ways to calculate it:
- Instagram: Add up all the interactions on a post (likes, comments, shares, saves), then divide by the number of followers. This gives you a percentage that represents how engaged your followers are with that specific post.
- TikTok: TikTok allows you to calculate engagement similarly, but you might want to divide total interactions by the number of views instead of followers. This can give you a clearer picture of how well your video is resonating with those who actually see it.
For example, if your Instagram post has 1,000 likes and comments combined, and you have 50,000 followers, your engagement rate would be 2%. This same formula works for TikTok videos as well—if your video gets 500 likes, comments, and shares, and has 5,000 views, your engagement rate is 10%.
TikTok vs. Instagram: Which Platform Offers Better Engagement?
When it comes to engagement, TikTok is often hailed as the superior platform. Its unique algorithm allows every piece of content to be seen by a large audience, regardless of the creator’s follower count. TikTok’s For You page is designed to showcase new and popular videos, offering creators—especially micro-influencers—a chance to go viral and gain followers quickly.
On the other hand, Instagram’s engagement has been steadily declining, particularly for larger accounts. However, Instagram remains the go-to platform for visual storytelling, e-commerce, and brand-building. Instagram Stories, Reels, and IGTV also offer opportunities to boost engagement with interactive content like polls, Q&A stickers, and countdowns.
A case study by Influencer Marketing Hub found that TikTok influencers with smaller followings had an average engagement rate of 17.96%, far surpassing Instagram. Meanwhile, Instagram influencers often struggle to break the 2% mark, particularly as their follower count grows.
Influencer Marketing and Engagement: A Perfect Match
Influencer marketing has become a powerful way to drive engagement on both TikTok and Instagram. With influencer marketing expected to hit a market size of $24.1 billion by 2025 (Business Insider, 2023), brands are increasingly seeking partnerships to tap into highly engaged audiences.
For brands, it’s engagement rates—not follower counts—that matter. An influencer with a smaller, engaged audience can be more impactful than one with a large but less interactive following. This is why micro-influencers (10,000–50,000 followers) are gaining traction; they often have more personal connections with their audience, resulting in higher engagement.
Measuring Engagement in Influencer Marketing
To gauge the success of your influencer campaigns, engagement rate is the key performance indicator (KPI). Brands want to see how well an influencer’s audience interacts with sponsored content, whether it’s commenting, sharing, or following a call-to-action.
Platforms like Referwo make tracking engagement metrics a breeze. Both influencers and brands can monitor key social metrics effortlessly, such as engagement rate, average likes, average comments, and impressions for Instagram. For both TikTok and Instagram, Referwo captures valuable data like likes, views, comments, shares, reach, and follower demographics. This comprehensive tracking enables brands to gain a clear overview of an influencer’s performance across their Instagram and TikTok accounts, allowing them to make informed decisions when partnering with influencers based on reliable social metrics.
Seal the Deal: Boosting Engagement for TikTok and Instagram Success
Influencer marketing has fundamentally changed how brands engage with their audiences, especially on platforms like TikTok and Instagram, where authenticity and personal connection are key drivers of success. Whether you’re working with a micro-influencer or a mega-influencer, tracking engagement rate is essential to understanding how well your campaigns are performing and how your audience is interacting with your content.
If you’re looking to boost your social media presence or collaborate with influencers more effectively, consider using Referwo to streamline your influencer marketing efforts. By connecting with the right influencers, monitoring your engagement rates, and tracking campaign performance, you can maximise your social media impact and build a more engaged, loyal audience.
