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TikTok has swiftly emerged as a leading social platform, particularly for influencer marketing and brand collaborations. With over 1.5 billion monthly active users worldwide as of 2024, TikTok enables creators to share short-form, engaging videos that resonate across diverse niches like beauty, fitness, fashion, food, and gaming.
Its short-form, engaging videos enable influencers to connect with audiences in dynamic and creative ways, capturing attention and fostering genuine connections. The average TikTok engagement rate is around 5.68%, significantly higher than Instagram’s average of 0.83%. Understanding an influencer's engagement rate on TikTok is crucial for brands and marketers to select the right influencers for their campaign’s success.
A key metric in TikTok analytics used to measure content performance is Engagement Rate (ER). To calculate your Engagement Rate you have to sum your likes, comments and shares from all your posts and divide that by your total number of followers, and then multiply by 100. As a result, you’ll get a percentage that represents the level of your audience’s interaction.
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.
TikTok Engagement Rate is a key metric used to measure how your viewers interact with your content. It’s a core metric that shows how actively your audience engages with your content: likes, comments and shares, all can be indicators of the influencer's effectiveness in connecting with their audience. In other words, Engagement Rate basically tells you how your viewers are reacting to your content and therefore how much they trust you and your videos.
Tracking your Engagement Rate (ER) is always going to help you figure out how well your content is connecting with your viewers. 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.
There are three different ways to find out your Engagement Rate: Engagement Rate by views, Engagement Rate by followers and Engagement Rate per Post.
This formula considers the engagement relative to the number of views.
Engagement Rate = (Likes + Comments + Shares) / Total Views x 100 %
You should use this formula whenever you want to evaluate the content virality and watch the performance per video.
This formula measures engagement against the total follower count.
Engagement Rate = (Likes + Comments + Shares) / Follower Count x 100 %
You should use this formula whenever you want to assess influencer performance and audience loyalty.
This formula calculates the average engagement per post, which is especially helpful for comparing multiple influencers or assessing consistent performance over time.
ER = [(Likes + Comments + Shares on Last “X” Posts) / “X” Post] / Followers x 100 %
The “X” represents the number of recent posts you're analyzing. For example, if you use X = 30, you're analyzing the average engagement across the influencer’s last 30 TikTok videos.
You should use this formula when you want to know the average engagement rate over time.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
As Engagement Rate can vary based on the number of followers a TikToker has, along with other factors, here’s a detailed table of the average performance expected based on the influencer tier of the creator you are analyzing.
Engagement rate provides a more accurate measure of an influencer's real influence over their audience compared to follower count alone.
High engagement rates indicate that the audience is active, interested, and engaged with the influencer's content.
An engaged audience is more likely to trust the influencer and act on their recommendations, leading to more effective influencer campaigns.
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.
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. For a deeper understanding of content value, marketers often evaluate Earned Media Value (EMV) alongside engagement rate. You can estimate this with tools like our TikTok EMV Calculator.
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.
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Several tools can help brands and marketers measure and track engagement rates on TikTok:
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.
Besides the engagement rate, the tool also provides insights on the following metrics:
You can also conveniently access all these metrics using the free influencer audit chrome extension
Provides basic metrics directly within the app.
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.
Calculating the TikTok engagement rate is crucial for brands, agencies and marketers looking to partner with the right TikTok influencers. This metric reveals how well an influencer’s content connects with their audience—measured through likes, comments, shares, and views—and plays a key role in evaluating the success potential of influencer campaigns.
By following the outlined ER formula 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 discovery, automated outreach, campaign tracking, and detailed analytics, to manage your entire influencer workflow in one place and scale your TikTok campaigns with confidence.
Generally, an engagement rate between 3% to 10% is considered good, though this can vary by industry and the influencer’s following size.
Engagement rates should be measured regularly, especially before launching a campaign and after its completion to assess its success.
Look for influencers whose audience aligns with your target market, and collaborate on content that encourages interaction and engagement.
Tools like Influencer Hero with a free Tiktok engagement rate calculator, and TikTok Analytics provide in-depth analytics to measure and track engagement rates.
Influencer Hero sums up total interactions from the latest 30 posts, averages engagements per post, and divides by total followers, multiplying by 100 to get the engagement rate percentage.
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