Multi-Source Data Highlights TikTok's Declining Engagement Rates

A lot of brands are using social media sites for their brand advertisements, but TikTok is getting less engagements on brands than what was expected from it. Data by Rival IQ shows that TikTok’s content engagement is 2.63% now but it was 5.69% a year ago. This shows that even if there are more users on TikTok than any other social media site, it also means that there will be more competition on the app and as a result, there will be less engagements.

Emplifi also shared data that shows TikTok had the highest post interactions in 2022 but now they are down to 26% only. Emplifi also showed Instagram’s post interactions side by side to TikTok’s and it shows that even though Instagram’s post interactions are also declining, TikTok has the highest decline rate.

Another report by SocialInsider also shows similar data. According to the report, the engagement rate for TikTok videos has declined by 35% in 2023. Instagram saw a steady engagement rate in 2022 and 2023 as compared to other apps like Facebook and Twitter. As TikTok has the highest number of users, the sudden drop seems huge.

There can be multiple reasons for decline of engagements on TikTok. As there are a lot of brands advertising their content on TikTok, the competition is arising that leads to less engagements. Another reason could be that the brands are not making interesting content so the users are not interacting with their TikTok videos. The TikTok app, which has always been a great spot to advertise your brand, is going through a hard time right now. The only way to have more engagements is by making consistent content and it will ultimately give you some interactions on your TikTok videos.

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