9/15/2023 0 Comments Tiktok app![]() ![]() "I'll be curious to see what happens with TikTok next year, but it is not surprising that it is light years ahead of what the other three channels are doing," Feehan told Insider. ![]() TikTok's median engagement rate in 2022 was the highest among the major platforms in the study at 5.69%, compared to 0.06% on Facebook, 0.47% on Instagram, and 0.035% on Twitter.īlair Feehan, the author of the report, said that as recent tech layoffs limit the resources put toward social-media marketing, brands should focus on the platforms where they'll get the highest returns on their efforts. ![]() Rival IQ measured engagement per post based on likes, comments, favorites, retweets, shares, and reactions, and then divided those totals by follower count to calculate the rates. Influencer content was analyzed as its own industry. The brands studied had at least 5,000 followers apiece on Instagram, Twitter, and TikTok, and 25,000 to 1 million followers on Facebook. The firm released in February its seventh annual Social Media Industry Benchmark Report that measures social-media engagement across 14 different industries with 150 brands represented in each.
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