TikTok Benchmarks: Measuring Your TikTok Performance in 2024

The greatest challenge social media marketers face at present is the shift in consumer attention. With its quick bursts of short-form video on channels such as TikTok or Instagram Reels, Social Entertainment has become the predominant place where young audiences spend their time, supplanting everything from traditional social media platforms to Netflix.

Marketers cannot ignore this change in the status quo, as there has been a noticeable decline in engagement in traditional static posts on social media. While TikTok, which posses an interest-based algorithm for serving content, delivers astronomical consumer engagement, which then leads to sales growth, especially if you use e-commerce tools like a link-in-bio solution for TikTok.

TikTok is a different channel compared to platforms like Twitter and even YouTube, which means the baseline performance metrics you can expect are also entirely different. To help you set performance goals and level-set your strategy, Dash Hudson analyzed the top brands on TikTok in seven different industries to uncover the average performance for brands categorized into three follower buckets: growing, established and large. Take a look at Dash Hudson’s benchmark reports for in-depth insights and analysis into how brands are performing on TikTok, and continue reading for a preview of what to expect from the reports.

TikTok Marketing Trends for 2024

TikTok continues to show rapid growth. According to our research, TikTok has already surpassed 1 billion users in its early years. Video content simply does a better job of inspiring users to take action, whether it’s commenting, sharing with friends or liking the post as a signal to the TikTok algorithm that you want to see more of that type of content. 

Dash Hudson also learned that brands with higher engagement rates correlated with an ability to attract more followers — the opposite of platforms like Instagram. Although, follower count is less critical on social media than ever before, with TikTok having just 335.3K average followers compared to Instagram at 2.2M or YouTube at 700.3K, and the highest average monthly follower growth rate at 7.7%.  

Additionally, We discovered that TikTok remains the most engaging channel for brands, with a 4.6% average compared to YouTube at 3.6% and Instagram at 3.5%. However, your industry still makes a big impact on your TikTok engagement. For example, Fashion and Luxury brands on TikTok receive the highest views, while brands like Media and Publishing typically fare better on Instagram.  

There are fewer posts from brands on TikTok compared to other social media platforms. It only takes a little content to make an impact. Instead, it is more important for brands to optimize content based on what they know their audiences want to see. Metrics like entertainment ccore are powerful indicators of how well content resonates with audiences and can help you optimize your strategy to grow your engagement. Focus on quality over quantity.

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Beauty Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the Beauty Industry to determine the average performance for brands with 10K to 100K followers, 100K to 500K followers, and over 500K followers.

Beauty Industry TikTok Trends

Beauty brands are reaping the benefits of being early adopters. Brands in this sector continue to lead in engagement compared to Instagram and YouTube (however, this is likely also due to TikTok being a ‘younger’ platform). Beauty brands can adjust their strategy to continue leading engagement and entertainment, particularly by partnering with celebrities and creators, which bring in high numbers of views and reactions for top-performing brands. Since this sector continues to see a lot of competition, so brands might experience more challenges in expanding their views and reach. 

Beauty’s largest brands, which benefit from celebrity founders and their motivated fanbases, continue to earn the highest Engagement Rates — smaller brands are competing by focusing on more niche creators who can capture various segments that celebrities do not speak to.

Top Beauty Brands on TikTok

• r.e.m. beauty (@r.e.m.beauty) relies on influencers and, ultimately, their celebrity founder to encourage engagement and educate their audience. r.e.m. beauty produces some of the most entertaining content, with an average 8.5 Entertainment Score.
• florence by mills (@florencebymills) consistently earns high entertainment benchmarks with its celebrity-led brand and voice that speaks to Gen Z. They outperform the average engagement rate for beauty brands by 234%.
• Gisou (@gisou) exceeds the average beauty industry engagement rate by 4.3%, earning 8.4% average engagement and over 311K views.
• The 7 Virtues (@the7virtues), a growing beauty brand, one of the top-performing beauty brands with an 8.2% engagement rate. Their TikTok profile shares content from UGC creators to build trust and credibility with their audience.

Industry Fashion and Luxury Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the Fashion and Luxury Industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

Fashion and Luxury Industry TikTok Trends

The Fashion brands that are doing the best on social media behave more like Media and Publishing companies, making good use of celebrity endorsements and red-carpet looks to earn the highest engagement. A key lesson to learn from publishers is to approach content like a storyteller and understand what will engage and resonate with audiences.

As luxury brands continue to figure out how to balance highly produced visuals with the lo-fi visuals that TikTok is known for, brands that succeed with audiences are doing a mix of both, focusing on supplementing campaigns with behind-the-scenes peeks at new products.

Top Fashion and Luxury Brands on TikTok

• Thom Browne (@thombrowne) reaches their audience with an ultra-artistic approach, which resonates with fans and highlights its brand's narrative and avant-garde designs. Thom Brown outperforms the average Engagement Rate for Fashion and Luxury brands by 8.6%. 
• alice + olivia (@aliceandolivia) show off editorial-style videos on their TikTok account while partaking in the occasional TikTok trend. They outperform the average engagement rate for the fashion industry by 10%. 
• Versace (@versace) outperforms the average industry engagement rate by 5.2%. They use popular celebrities like Cillian Murphy and Rosy Zhao to reach a global audience, bolster their glamorous brand identity and inspire their audiences. 
• Bebe (@bebe) outperforms the average industry engagement rate by 6.6%. Their TikTok content employs trends like ‘what’s in my bag’ and POV, while interspersing editorial video showing their garments in motion. 

CPG, Food and Beverage Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the CPG, Food and Beverage Industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

CPG, Food, and Beverage Industry TikTok Trends

Quality over quantity proves to be a winning formula. CPG, Food, and Beverage brands are making the most out of their content, only posting 4-5 times per week on average, posting one more video on average than in 2022. but earning the fourth-highest video views, only falling behind Beauty, Retail, and Fashion and Luxury.

Top CPG, Food, and Beverage Brands on TikTok

• Scrub Daddy (@scrubdaddy) uses memes, humor and the latest TikTok trends to captivate their audience. They outperform the industry engagement rate by 4.1%. 
• OLAY (@olay), a growing brand, outperforms the industry average for CPG brands by 4.5%. They use a variety of UGC and knowledge experts, like their in-house scientists, to educate and engage audiences. 
• Califia Farms (@califiafarms), an established brand, outperforms the average CPG engagement rate by 1.9%. They cleverly use trends like the ‘hey sharks’ trend combined with a humorous April’s Fool joke and recipes to draw their viewers in and inspire them to make a purchase. 
• Made By Nacho (@madebynacho), a cat food brand, appeals to cat owners using their celebrity chef founder, Bobby Flay, to inspire their brand’s credibility and entertain audiences. Their content combines food knowledge, TikTok trends, and, of course, cats.

Home Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the Home Industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

Home Industry TikTok Trends

The Home Industry on TikTok is a market ripe with opportunities for early adopters. While home brands have the second-fewest followers of all industries studied, they’re tied for the second-highest entertainment score at 3.5 and the third-highest average engagement rate at 4.1%. Home brands can conquer their niche with distinctive content, influential partnerships and a deep understanding of the TikTok algorithm to land on people’s For You pages. 

Top Home Brands on TikTok

• Hunter Douglas (@hunterdouglas), a growing brand, outperforms the average home industry engagement rate by 0.6%. Their TikTok account uses visually consistency and inspirational design to entice users. 
• HomeGoods (@homegoods) outperforms the average industry engagement rate by 2.6%. Due to their popularity, HomeGoods can capitalize on UGC — they’re also adept at portrating a variety of trends in their TikTok content due to their ever-evolving inventory and fun social media presence. 
• Studio McGee (@studio.mcgee)exceeds the average industry engagement rate by 0.5%. They use text overlays and a consistent visual theme throughout their TikTok feed to inspire users and provide clear context on what users can expect in each video. 
• Serena & Lily (@serenaandlily), an established home decorating company, also exceeds the industry average engagement rate by 0.5%. They use pinned posts to share the most popular content on TikTok and a feed chock-full of inspiration for home designers and owners alike.

Media and Publishing Industry TikTok Benchmarks

We analyzed over 100 of the top Media and Publishing Industry brands in this industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

Media and Publishing Industry TikTok Trends

Media and Publishing brands are also fairly successful on TikTok. This industry has the highest posting frequency, at eight times per week, and the second-highest amount of video views at 145.2K, coming second to Sports brands. Media brands have the second-highest average number of followers at 564.3K, also coming behind sports brands. As TikTok continues to grow as a cultural epicenter, media brands play a significant role in social entertainment.

Top Media and Publishing Brands on TikTok

• House and Garden UK (@houseandgardenuk), a growing brand, receives 28.4K average TikTok views — they also outperform the industry average engagement rate by 3.5%, satisfying its users’ curiosity by sharing tours and decorating from notable individuals, like Dior’s Cordelia de Castellane and more. 
• Them (@them.us) showcase essential LGBQT+ stories and histories in their TikTok content, fostering a sense of community among their followers. They outperform the average Media and Publishing engagement rate by 202%. 
• Buzzfeed (@buzzfeed) produces a range of shareable content that speaks to various interests. They lean into storytelling and pop culture in their short form TikTok content outperforming the average engagement rate by 3.5%. ‍
• Teen Vogue (@teenvogue) shares shorter versions of its longer-form content, capitalizing on its past content by sharing things like styling evolutions or even older interviews with celebrities like Sabrina Carpenter, who are in a new career phase. They outperform the industry average by 4.6%.

Retail Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the Retail Industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

Retail Industry TikTok Trends

The Retail Industry sees the fourth-highest TikTok views at 134.3K. The Retail Industry also sees the fourth-highest reach of all industries at 94.4K, while they see the sixth-highest followers at 216.9K average TikTok followers. Overall, the Retail Industry has seen its engagement rate reach 3.3%, and its entertainment score similarly reach 3.3. 

Top Retail Brands on TikTok

• Patagonia (@patagonia) knows its audience is just as interested in outdoor activities as they are in its brand — it showcases athletes climbing, running and exploring in Patagonia gear. Patagonia outperforms the average Retail Industry engagement rate by 3.5%.
• Boots UK (@bootsuk), the only established brand among the top performers, outperforms the average industry TikTok engagement rate by 1.7%. Their TikTok content shows a diverse range of content that reflects everything from exercise content to beauty. 
• Barnes & Noble (@bnbuzz), a large brand, has the highest engagement rate among retail brands at 7.6%, outperforming the industry average by 4.3%. 
• Selfridges (@selfridges), a large brand, has the third-highest video views and engagement rate at 5.5%. Their TikTok content largely focuses on new products and personal style, leveraging ‘on-the-street’ style interviews.

Children and Baby Industry TikTok Benchmarks

We analyzed over 100 of the top brands in the Children and Baby Industry to determine the average performance for brands with 0K to 11.5K followers, 11.5K to 110K followers, and over 110K followers.

Children and Baby Industry TikTok Trends

While their average follower count is the lowest of the industries analyzed, Children and Baby brands have the third-highest average monthly follower growth rate at 8.2%, posting just three times each week on average. Additionally, Children and Baby brands are resonating with users on TikTok, achieving a 61% retention rate compared to the industry average of 56%.

Top Children and Baby  Brands on TikTok

• Decjuba Kids (@decjuba_kids) creates fun, entertaining content displaying fashion inspiration for children, garnering engagement from Gen Alpha and parents alike. They outperform the average engagement rate for Children and Baby brands by 4%. 
• American Girl (@americangirl) reaches their target audience by showcasing the ‘personality’ of their characters while capitalizing on TikTok trends. It also resonates with a nostalgic older fan base — many of which have children themselves. They outperform the average engagement rate for Children and Baby brands by 4%. 
• Coterie (@coteriebaby), an established brand, exceeds the average industry engagement rate by 2.6%. Its TikTok content centers parents, an essential target audience segment, who share their experience with Coterie’s products. 
• Allkinds (@allkinds), an Australian brand, produces bath, body, haircare and products for children in fun colors and designs. They have the highest Entertainment Score at 6.6, compared to the industry average of 3.4.

B2B Industry TikTok Trends

We analyzed over 100 of the top brands in the B2B Industry to determine the average performance for brands with 10K to 11.5K followers, 11.5 to 110K followers, and over 110K followers.

B2B Brands Industry-Wide

B2B brands tend to have lower average follower counts. However, they have a strong average engagement rate on TikTok at 4.4%. This is particularly robust compared to Instagram’s engagement rate of 0.4%. Additionally, they receive 133.9K average video views, compared to 56.2K on YouTube. TikTok is a great opportunity for B2B brands to showcase behind-the-scenes content and reach other relevant industries in their respective niches. 

Top B2B Brands on TikTok 

• Canva (@canva) performs well on TikTok, leveraging the ultra-visual platform to showcase everything their tool is capable of. They outperform the industry average engagement rate by an astounding 286%. 
• Lucid Software (@lucid_software) cleverly leverages TikTok trends like memes and even office interviews, giving their brand a personality that resonates with their audiences. Another unique way they use short form video is to visualize and discuss their software’s capabilities, like naming dogs with its Generative AI tool. They outperform the average engagement rate by 1.1% and receive the third-highest views at 136.4K. 
• Intel (@intel), a large brand, receives the third-highest number of views at 15.3K and outperforms the average industry engagement rate by 0.5%. They leverage fun TikTok trends like ‘all that work and what did it get me’ to discuss their product and common solutions PC users face. 

Travel Industry TikTok Trends

We analyzed over 100 of the top brands in the Travel Industry to determine the average performance for brands with 10K to 11.5K followers, 11.5 to 110K followers, and over 110K followers.

Travel Brands Industry-Wide

The Travel Industry generates some of the highest overall views at 202K, also achieving a strong 4.4% engagement rate, 0.3% higher than the industry average. They also have the fourth-highest average monthly follower growth rate at 7.9%, indicating promising potential for continued growth. Additionally, they have the fourth-highest number of average shares at 161 and the fourth-highest reach at 93.2K. 

Top Travel Brands on TikTok 

• RyanAir (@ryanair) is a masterclass in funny, engaging TikTok content that cleverly capitalizes on trends. On TikTok, they’re unafraid to poke fun at themselves or their customers, a strategy that clearly pays off on social, as they exceed the average industry engagement rate by 7% and receive the most average views on TikTok at 544.8K. 
• Booking.com (@bookingcom) earns 1.2M average video views on TikTok and outpaces the average industry engagement rate by 5.5%, at 9.6%. Their TikTok content broadly shows trends and the journeys of various travelers, showing their audience the possibilities that await them. 
• TUMI (@tumitravel), the only growing, top-performing brand, earns the third-highest engagement at 9.1%, exceeding the overall industry average by 5%. Their content primarily focuses on sharing their various product lines and unique features. 
• The NYC Ferry (@nyc_ferry) interviews passengers, shares clips of their crew and partake in other TikTok trends, earning an 8.9% engagement rate, 4.8% higher than the industry average.

What We Can Learn From Brands’ TikTok Marketing Strategies

Focus on entertainment. Smaller brands are earning just as many views as bigger brands by focusing on delivering entertainment value over growing followers.

Partner with creators. Content that features real people using your products builds trust, especially when those people have an established audience.

‍Be authentic. TikTok audiences prefer authenticity, and to be spoken to like friends rather than customers. The production value of content matters less than simply being funny and relatable.