How to Calculate Engagement Rate on Tiktok

June 3, 2024
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15 Min
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Peter Nettesheim
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How to Calculate Engagement Rate on Tiktok

TikTok has swiftly emerged as a leading platform in the social media landscape, particularly for influencer marketing. Its short-form, engaging videos enable influencers to connect with audiences in dynamic and creative ways, capturing attention and fostering genuine connections. Understanding an influencer's engagement rate on TikTok is crucial for brands and marketers to select the right influencers for their campaigns. This insight ensures that the campaign reaches the appropriate audience, achieves a broad reach, and ultimately drives conversions in line with the campaign's objectives. Additionally, a higher engagement rate often signifies a more dedicated and interactive follower base, which can amplify the impact of promotional content. By analyzing engagement metrics, brands can make more informed decisions, maximizing their return on investment and enhancing overall campaign effectiveness.

Importance of Engagement Rate for Influencer Campaigns

Measures True Influence

Engagement rate provides a more accurate measure of an influencer's real influence over their audience compared to follower count alone.

Audience Activity

High engagement rates indicate that the audience is active, interested, and engaged with the influencer's content.

Trust and Responsiveness

An engaged audience is more likely to trust the influencer and act on their recommendations, leading to more effective influencer campaigns.

Campaign Success

A high engagement rate is a strong indicator of potential success for influencer collaborations, as it reflects the audience's genuine interest and interaction with the content.

Components of TikTok Engagement Rate

For influencer marketers, understanding the elements that contribute to engagement rates is crucial for maximizing their campaign performance. Engagement encompasses various forms of audience interaction and interest in the content produced by influencers. Here are the key components typically included in engagement rates:

Likes

The number of likes a video receives is a fundamental indicator of its popularity. Consistent likes across videos suggest that the engagement is genuine and not artificially inflated by bot or third-party services.

Comments

The quantity and quality of comments provide insights into how engaging the content is. A higher number of comments typically indicates that viewers are actively engaging with and enjoying the video.

Shares

The frequency with which a video is shared across TikTok or other platforms highlights its appeal and potential for virality. Videos that are widely shared have a greater chance of reaching a broader audience.

Views

The total number of views reflects how many times a video has been watched, contributing to overall engagement. Increased likes, comments, and shares can boost a video's chances of appearing on the "For You" page, thereby increasing views.

Followers Gained

The growth in followers after posting a video indicates its impact on audience expansion. Monitoring follower growth helps assess an influencer's ability to attract and retain new followers.

Video Completion Rate

The percentage of viewers who watch the video to the end signifies its ability to hold viewers' attention. Higher completion rates are indicative of highly engaging content.

Profile Visits

The number of profile visits following a video is a strong indicator of engagement, as it shows that viewers are interested in learning more about the influencer.

Click-through Rate (CTR) on Links

For videos with calls to action or links, the rate at which viewers click through directly measures engagement. A higher CTR demonstrates effective audience interaction with the content.


By focusing on these key elements, marketers can optimize their campaigns for better performance and achieve their desired outcomes.

The Importance of TikTok Engagement Rates for Influencer Marketers

Understanding TikTok engagement rates is essential for influencer marketers, as it highlights an influencer’s ability to generate meaningful interactions beyond mere follower counts. High engagement rates reflect a strong connection between the influencer and their audience, encouraging viewers to actively participate and engage with the content. This active participation is key to transforming passive viewers into loyal brand advocates.

Evaluating these rates enables marketers to identify influencers who can amplify a brand’s message effectively, driving awareness and boosting sales through authentic, compelling content. TikTok's fast-paced, interactive nature allows content to quickly go viral, significantly enhancing the visibility of promoted products or services. As a result, influencer marketers prioritize engagement rates to gauge an influencer's true impact and effectiveness.

By focusing on engagement metrics, marketers can ensure their campaigns resonate with the target audience, achieving higher levels of interaction and maximizing return on investment. This approach helps brands navigate the dynamic TikTok ecosystem, leveraging the platform’s unique potential to create impactful and successful marketing campaigns.

Step-by-Step Guide to Calculating TikTok Engagement Rate

Collecting Data

To calculate the engagement rate, you first need to gather the necessary metrics from TikTok: likes, comments, shares, and views. You can collect this data manually by reviewing the influencer’s TikTok posts or by using analytics tools that compile this information for you, such as Influencer Hero Free Tiktok Engagement Rate Calculator.

Formulas for Calculation

There are two common formulas for calculating the TikTok engagement rate:

Engagement per View

This formula considers the engagement relative to the number of views.

Engagement Rate = (Likes + Comments + Shares) / Total Views x 100 %

Engagement per Follower

This formula measures engagement against the total follower count.

Engagement Rate = (Likes + Comments + Shares) / Follower Count x 100 %

Interpreting Tiktok Engagement Rate

A good engagement rate on TikTok varies by industry and the size of the influencer’s following. The median engagement rate across all TikTok influencer accounts is 1.31% (calculated based on our own database, last updated Jan. 2024). Higher engagement rates are indicative of an active and interested audience. When interpreting engagement rates, it’s important to compare them to industry benchmarks and consider the context of the influencer’s content and audience.

<img src="median-engagement-rate-tiktok.png" alt="Median Engagement Rate on TikTok">

How Influencer Hero Calculates Tiktok Engagement Rate

At Influencer Hero, we employ the latest 30 posts made by an influencer to assess their engagement rate. To calculate the engagement rate for TikTok influencers, sum up the total interactions (including likes, comments, etc.) from all posts on their profile, divide this by the number of posts to compute the average number of engagements per post and divide this number by the total number of followers. In the last step multiply the output by 100.

Tools and Resources for Measuring Engagement Rate

Several tools can help brands and marketers measure and track engagement rates on TikTok:

Influencer Hero

Offers comprehensive analytics, including free Tiktok engagement rate calculator. This user-friendly tool allows brands to quickly and accurately assess the engagement rate of TikTok influencers. In addition to TikTok, Influencer Hero also offers free Instagram engagement rate calculator and Youtube engagement rate calculator, making it a versatile resource for measuring and comparing engagement across multiple social media platforms. These calculators enable brands to make informed decisions when selecting influencers for their campaigns, ensuring they choose those with the highest potential for audience engagement.

<img src="influencer-hero-tiktok-engagement-rate-calculator.png" alt="Influencer Hero Tiktok Engagement Rate Calculator">

Besides the engagement rate, the tool also provides insights on the following metrics: 

  • Fake followers
  • Audience growth
  • Audience location
  • Gender split
  • Age distribution
  • Forecast estimated EMV
  • Access an AI generated personalized sentence 
<img src="influencer-hero-influencer-audit-chrome-extension.png" alt="Influencer Hero Influencer Audit Chrome Extension">

You can also conveniently access all these metrics using the free influencer audit chrome extension

TikTok Analytics

Provides basic metrics directly within the app.

Third-Party Analytics Tools

Platforms like HypeAuditor, Social Blade, and others offer in-depth analytics for TikTok accounts. Each tool has its pros and cons, so it’s important to choose one that fits your specific needs and budget.

Conclusion

Calculating the TikTok engagement rate is crucial for brands and marketers aiming to collaborate with influencers. It provides insight into how well an influencer's content resonates with their audience, which is vital for the success of influencer campaigns. By following the outlined steps and utilizing the right tools, brands can effectively measure and leverage engagement rates to optimize their influencer marketing strategies. To enhance your influencer campaigns, start calculating engagement rates using Influencer Hero. For more comprehensive management, explore Influencer Hero’s full suite of features, including influencer search, outreach, and analytics, to take your campaigns to the next level.

FAQs
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