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The percentage of total engagements (likes, comments, shares, etc.) divided by the total number of followers for a given TikTok account or post; excludes any engagements generated through paid promotion or advertising.

By Follower Count and Influencer Type

By Industry

Captiv8

Source

Methodology

Notes

Updated: 2023

Captiv8

Captiv8 is an influencer marketing platform.

Updated: 2023

Captiv8

Data is from the 2024 Captiv8 annual report "2024 Industry Benchmark Report for Creator Content" and based on the analysis of 5,000 organic posts from social media campaigns across Instagram and TikTok. These posts collectively garnered over 14 million engagements collected and analyzed from January 1, 2022 to December 31, 2023. The primary metric utilized in this study is the engagement rate, calculated as the ratio of engagements to impressions. Engagements include a combination of likes, comments, shares, and other interactive actions made by users on the analyzed posts. This approach ensures that the engagement rate reflects a comprehensive assessment of user interaction. All data collection and analysis adhered to privacy regulations and ethical guidelines. Personal information was anonymized, and all findings were aggregated to ensure confidentiality.

Updated: 2023

Captiv8

Data represents activity among Captiv8 clients, broader industry metrics may vary. The percentage of total engagements (likes, comments, shares, etc.) divided by the total number of followers for a given TikTok account or post; excludes any engagements generated through paid promotion or advertising.

Updated: 2023

Captiv8

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