Introduction:
The Challenge of Sustaining TikTok Engagement Amid Growing Competition
In the ever-evolving world of social media, the latest reports on platform performance reveal a notable trend – a decline in TikTok engagement for brands. As the user base continues to expand, the battle for attention intensifies, with brands vying for coveted spots in users’ “For You” feeds.
Key Insights from Benchmark Reports
Three prominent benchmark data reports emphasise a common theme as their primary findings, shedding light on the evolving dynamics of TikTok engagement.
Rival IQ’s Revelations: A Steep Decline in Average Engagement Rates
Rival IQ’s overview underscores the significant drop in TikTok’s average engagement rate for brand content, plummeting from 5.69% to 2.63% over the past year.

Emplifi’s Discoveries: A 26% Decrease in TikTok Post Interactions
Emplifi’s data reveals a 26% decrease in TikTok post interactions from its peak in early 2022, indicating a shifting landscape for brands on the platform.

SocialInsider’s Findings: A 35% Dip in TikTok Clip Engagement
SocialInsider’s benchmarks report echoes the trend, showcasing a 35% decline in the average engagement rate for TikTok clips over the last year.
TikTok vs. Instagram – A Comparative Decline in Interactions
Analysing over 1,000 brand profiles across both apps, the decline in interactions is evident on both Instagram and TikTok, with TikTok experiencing a more pronounced shift in recent times.

Unraveling the Decline – Platform Maturity or Content Quality?
While all platforms witness a decline in average engagement rates over time, TikTok stands out with the most significant drops. Is this a result of platform maturity, increased brand adoption, or a decline in the production of engaging content? The answer remains elusive.
Implications for Your Strategy: Navigating TikTok’s Evolving Landscape
For brands witnessing a dip in TikTok engagement, this shift may not be isolated to individual strategies. The evolving dynamics of the platform and the influx of brands could be influencing engagement metrics.
The Bottom Line – Navigating Fluctuations in Engagement Metrics
As the social media landscape continues to evolve, generating consistent engagement becomes increasingly challenging. Recognise that fluctuating numbers may impact your Key Performance Indicators (KPIs), emphasising the importance of leveraging benchmark reports for a comprehensive understanding of the trends shaping TikTok engagement.