What is TikTok Engagement Rate?
The risk of simplifying engagement rates is calculated by taking the number of post engagements (likes and shares) and dividing that number by the creator's followers. Marketers closely study social media algorithms to see how creators' content reaches audiences. They can use these insights to see engagement in many different ways. Analysts claim that Instagram doesn't automatically place creator content in its followers' newsfeeds. Observers say that newsfeeds are more likely to feature content from family and friends than creator content. Even if it is not changed often algorithmically, this observation might mean that engagement rates need to be calculated differently.
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These controversies aside, engagement rates generally reflect the same data quality. This means that there is an audience, and then there's an audience response. This is the volume of that response in relation to all impressions, including views, followers, and so on. This is an engagement rate.
What does the engagement rate tell you about a creator?
The engagement rate of a creator shows that viewers weren't satisfied just to view the content. The creator's content was captivating enough to warrant a response. This could be a comment, like, share, or analysis. Their engagement rate increases when a creator receives positive, consistent responses from other social media users. Influencer marketers also note that creators who have high engagement rates are more likely to nurture audiences that value the creator's opinions.
Engagement is a strong indicator of influencer ROI for DTC brands. Brands with high engagement metrics often show that the creator has the connections and skills to help others with the products or services they love.
A Word About Fake Influencers
Fake influencers are now more common than ever, with influencer marketing becoming increasingly popular. Fake influencers that buy followers and likes are the most prominent and well-known. To make brands appear more valuable, these fake influencers will create engagement and might even partner with agencies or individuals to create post comments and share.
It is easy to spot fake influencers if you look closely at their profiles and engage with them. They have many shares and likes compared to comments. The grammar and content of the words are usually very poor.
Fake influencers can be classified as those who initially have a large following but then lose their authenticity to make more money for brands. Although these influencer audiences can be confirmed, engagement rates for influencers begin to decline once they stop sharing authentic content.
Influencer Engagement Among Followers
Influencer marketers use the most popular method of calculating engagement rates based upon follower counts:
The most likely to engage with the creator's posts is the creator's following. This method calculates a creator's relationship with their active audience. The consistent and meaningful engagement of followers on creator posts shows that they are connected with their followers. This is a great way to see how creators, like influencers, appeal to their followers.
Influencer Engagement Based On Views
Marketers may be interested in analyzing engagement rates for particular posts when running an influencer campaign. This metric allows brands to gauge the effectiveness of a post's creator compared with other content or previous campaign posts:
Engagements / Views or Impressions
This is particularly useful when you sponsor creators on Instagram Stories or dark posting campaigns.
You can also measure reach to allow your brand and influencers to adjust your messaging and hashtags to get more views for each post. There are more chances for meaningful engagement if you have a greater reach.
Metrics of Influencer Engagement Rate - What is Engagement?
You might miss out on opportunities to track other types of engagement if you limit engagement to comments, likes, and shares. This raises the question: What exactly is engagement?
Engagement can be described as a meaningful interaction with a post. A social media platform can offer the three most common engagement types: likes, comments, and shares. TikTok has stitches and duets too. Followers have the option to send messages to creators and brands.
Your influencer marketing program may offer users more ways to get involved. Analytics shows many situations where a follower may not click the share button, comment, or like button. However, that follower will click a link and purchase or claim a discount. Some brands may not realize these additional engagement opportunities without the right tools.
Posts can be linked to give readers more options for engaging with creator posts. Tracking these links can help you better understand the performance of your creator's posts, whether they lead to a landing page or e-commerce store.
Post comments are a great way to share user-generated content. Post comments are an excellent way for audience members to ask questions and provide feedback about a brand or product featured in a creator post.
The creator and the brand have the chance to engage with their followers by providing helpful information. These comments can spark productive conversations that lead to additional engagements by other social media users.
Your marketing team and the creator might want to encourage discussion within an influencer posting. This will keep the creator's post in followers’ newsfeeds and attract external audiences.
Website Traffic through Affiliate Links
Creators on Instagram or YouTube often curate posts (or sets of posts) and refer their followers to an affiliate link. Brand ambassadors are more likely to use this approach because they build long-lasting relationships with their favorite brands.
You can track the conversions of affiliate links to determine which campaigns are performing well.
Another way to track engagements is through branded hashtags. Influencer peers and followers will follow the lead of an influencer in promoting a custom or branded hashtag for your campaign.
You can search hashtags on most social media platforms to determine how many people have used your hashtag to promote your brand. These hashtag shares are a sign of quality engagement.
This engagement rate calculator will help you find the best influencers for your brand.
Your influencer marketing campaigns can be affected by the quality of your creator screening process. You can use our engagement rate tool to measure the quality of creators' relationships with their audiences.
The chances of converting more influencer marketing campaigns are increased by solid relationships between creators, followers, and followers. This information can improve the quality of your influencer campaigns by understanding engagement rates.
Why is the engagement rate so important?
Influencers can use the engagement rate to get better deals with brands and ultimately make more money on TikTok. To evaluate the performance and effectiveness of TikTok influencers, brands use the engagement rate as their "one source truth.” Every brand is concerned about ROI (Return on Investment) when running influencer marketing campaigns.
The engagement score can help compensate: Although there is no guarantee sponsored posts will generate the expected ROI, chances are higher and could be used to calculate earning potential.
What is the average engagement rate for TikTok users?
It is worth noting that engagement levels will vary between profiles. An account on TikTok with millions of followers will get different engagement than one with 5-10K followers. It is essential to remember that two Tiktok accounts can't be compared if they have different followers numbers. They will have various quality and engagement scores.
What factors affect engagement rates?
There are many factors that affect the engagement rate, but these are the most important factors to keep in mind:
Type of profile: Is this a personal profile for an individual or a company profile?
Visibility of the profile in the TikTok algorithm
Content quality (which includes the content guidelines)
Account for an individual vs. brand
Depending on its nature, many social media platforms such as Instagram or TikTok could manipulate the visibility of the profile's search results. TikTok may limit organic reach because brands are more inclined to pay for extra exposure. This is exactly what happened to Instagram years ago after the acquisition by Facebook.
How can you increase TikTok engagement?
It will be more important to work on ways to increase engagement rates as more influencers appear on TikTok. You are no longer able to get away with just a few fake followers.
Estimated earnings are always related to audience engagement and how many views you get. It should always be your priority as a creator to increase engagement rates. These are some tips to increase TikTok's engagement score:
Although it may seem obvious, many creators fail to realize that content is still the king. Publishing videos that people enjoy is the best way to increase views and share posts. This will definitely increase engagement.
# Trends in Leverage TikTok
Jumping early on TikTok challenges and trends is one of the best ways to increase TikTok engagement. This is the secret way influencer marketing factories can quickly produce more influencers on a large scale.
TikTok is not the only place to be. You are likely on other social media platforms, so cross-promotion is a good strategy. If you have a YouTube channel, you can record a shorter version and upload it to TikTok. You could also post an Instagram story that includes a call-to-action asking people to visit TikTok to see exclusive content "behind closed doors.”
Collaborate and learn from other influencers
Are you unable to think of any TikTok trends? You don't have to! You can also get TikTok views and engagement by simply getting in front of influencers. You could make a brief appearance in their video, or you could create a series of videos about a topic relevant to your audience and theirs.
Parmis from Exolyt
This article is written by Parmis, who works at Exolyt as a Content Creator. She has a passion for writing and creating new things, while keeping herself up-to-date with the latest TikTok trends!