TikTok Marketing Statistics

With TikTok marketing becoming the next big thing for companies that plan to increase their brand’s visibility through social media, one of the questions that arise is what are some best practices to follow to ensure the resources invested into creating content for this new network have positive results and ROI?

To aid social media managers in understanding to what extent a business can benefit from launching a TikTok account these days and help them make data-based decisions, the team from Socialinsider recently launched a TikTok performance study that revealed a couple of noteworthy and useful insights that we’ll cover moving forward.

1. The average TikTok posting frequency for TikTok in 2022 is 20 videos posted by an account per month, and still increasing

Once some of the most visionary brands that joined TikTok gained massive popularity and success within the platform – brands such as Duolingo or RedBull, for example – more and more businesses started to wonder what they could do to match that.

First of all, every company thinking about joining TikTok must know that on this platform, authenticity and creativity matter the most.

While every brand is obviously unique, and each brand must develop a vision and concept appropriate to its personality, there are, however, some tricks that can be incorporated for an optimized TikTok marketing strategy.

For example, when looking at the recommended number of videos to be published per month, in most successful TikTok accounts, the average number is 20.

This is a chart showing what's the average posting frequency on TikTok in 2022

With a posting frequency increasing year over year, as data has indicated, the fact that TikTok is a platform with a highly positive ROI has become undeniable.

2. When incorporating a mention, a TikTok video gets a higher view rate

Starting off like a creators’ network – just like Instagram back in the day – TikTok is a great platform on which brands can try leveraging influencer marketing.

Thanks to their more humanized approach and content, creators find connecting with the TikTok user base easier, making it the perfect reason for initiating collaborations.

And speaking of collaborations, for those brands that have joined the platform, data has also indicated this is a rather successful tactic for businesses that are investing in TikTok marketing.

With content viewership being the most important KPI in TikTok’s case, it’s important for brands investing in TikTok to remember that when mentioning someone, a video’s viewership reaches a higher value.

This is a chart indicating how including a mention impacts on TikTok's watch rate.

3. When picking the song for a TikTok video, it’s preferable to choose a trendy song instead of using an original sound

There’s no secret by now that a key element when creating a TikTok video is the music chosen. When deconstructing the most popular TikTok videos, one of the most noteworthy insights that pop up is that using popular songs increases the posts’ watch rate.

As a matter of fact, TikTok itself revealed the platform’s algorithm features videos on the “For You Page” based on a series of factors, such as – captions, hashtags, and sounds.

Normally, when offering people something they already showed an interest in – like the case of trending songs, the TikTok algorithm will reward the videos integrating those elements as that will make users stay longer on the platform and interact on it.

TikTok's average watch rate by usage of original sounds

Needless to say, for being a platform that displays content based on topics of interest, the keywords and hashtags integrated into captions equally matter greatly.

As a final point to cover – here’s a tip for brands interested in investing in Tiktok marketing from Wave Wild – a TikTok expert:

“Start incorporating SEO into your TikTok marketing strategy — as it’s been found that more users are searching for specific content and are more likely to purchase when looking for solutions to a problem.“

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