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TikTok Benchmarks: Measuring Your TikTok Performance in 2024

John Beaton
November 3, 2022
Last Updated On
October 18, 2023
TikTok benchmarks blog header

The greatest challenge social media marketers face at present is the shift in consumer attention. Social entertainment, with its quick bursts of short-form video on channels such as TikTok or Instagram Reels, 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, with its 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 completely 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 vote of confidence 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, which is the opposite of platforms like Instagram. While follower count is less important on TikTok than on other channels, brands with higher followers are doing a better job of driving results at this stage. It remains to be seen whether this trend will shift over time as smaller brands become more TikTok-savvy and purposefully create lo-fi content rather than repurposing content from other places.

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 Score 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.

average tiktok performance across all industries chart

Beauty Industry TikTok Benchmarks

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

average tiktok performance beauty industry chart

Beauty Industry TikTok Trends

Beauty brands are reaping the benefits of being early adopters. Brands in this sector have the opportunity to adjust their strategy to continue to lead in engagement and entertainment, particularly by partnering with celebrities and creators, which bring in high numbers of views and reactions for top-performing brands. 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 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.  . 
  • Starface has a unique TikTok presence, characterized by their anthromorphizing their iconic yellow case. They outperform the average Beauty Industry engagement rate by 253%. 
  • Tatcha shares wellness tips along their lo-fi TikTok content showcasing their product. They outperform the average engagement rate by 235%. 
  • florence by mills 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 273%.

Industry Fashion and Luxury Industry TikTok Benchmarks

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

fashion and luxury industry tiktok benchmarks

Fashion and Luxury Industry TikTok Trends

The Fashion brands that are doing the best are behaving more like Media and Publishing companies and making good use of celebrity endorsements and red-carpet looks to earn the highest engagement. A key lesson that can be learned 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 are succeeding 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

  • Alexander McQueen uses TikTok to showcase its latest collections, as well as its looks in action on the red carpet. The brand makes sure to highlight celebrities and entertainers extensively with its #SeenInMcQueen tag.‍
  • Thom Browne reaches their audience with an ultra artistic approach, which resonates with fans and highlights its brand narrartive and avant-garde designs. Thom Brown outperforms the average Engagement Rate for Fashion and Luxury brands by 375%. 
  • Betsey Johnson capitalizes on their founder’s fun image and energy in their content, while showcasing quirky and playful content that suits their brand identity and community. Betsey Johnson outperforms the average Engagement Rate for Fashion and Luxury brands by 218%. 
  • alice + olivia shows off editorial-style vidoes on their TikTok account, while partaking in the occasional TikTok trend.

CPG, Food, and Beverage Industry TikTok Benchmarks

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

cpg food and beverage tiktok performance average chart

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 amount of video views, only falling behind Beauty, Retail, and Fashion and Luxury.

Top CPG, Food, and Beverage Brands on TikTok

  • Flow is a growing brand — growing brands with a robust audience tend to see higher engagement as they grow their following, however, they’ve surpassed the industry average by 6.8% 
  • ZenWTR’s brand focuses on preventing ocean pollution — their TikTok presence reflects their commitment to eco-friendly water products, and also features product information and behind-the-scenes  footage. 
  • Red Bull Canada takes a unique approach to TikTok marketing, showcasing extreme sports and adrenaline-based experiences for their viewers. They outperform the average CPG, Food and Beverage brands by 246%. 
  • Scrub Daddy uses memes, humor and the latest TikTok trends to captivate their audience. They outperform the industry engagement rate by 3.7%. 

Home Industry TikTok Benchmarks

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

average home industry tiktok benchmarks

Home Industry TikTok Trends

The Home industry on TikTok is a market ripe with opportunities for early adopters. While home brands have the third-fewest followers of all industries studied, they still receive the third-highest views of all industries, falling behind Fashion and Luxury and Media and Publishing. Home brands can conquer their niche with distinctive content and appear on people’s For You pages.

Top Home Brands on TikTok

  • Houseplant achieves its high Entertainment Score on TikTok with informative content about cannabis products from their celebrity founder Seth Rogan. They also leverage their partnership with home industry powerhouse Airbnb to achieve an Entertainment Score 1.7% higher than the industry average and an impressive 44% retention rate. 
  • 1st Dibs focuses on high-end curation of luxury home products to create both aspirational and inspirational content for their audience. They outperform the average Engagement Rate for home industry brands by 179%. 
  • Lamps Plus uses the ultra-visual TikTok platform to show their audience how much lighting can transform a room. They outperform the average home industry engagement rate by a whopping 3.5%. 
  • Serena & Lily has a beautifully cohesive TikTok feed that provides home styling ideas and DIYs to transform the home. They earn the second-highest engagement rate for home industry brands, outperforming the industry average by 3.1%.

Media and Publishing Industry TikTok Benchmarks

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

media and publishing average tiktok performance chart

Media and Publishing Industry TikTok Trends

Media and Publishing brands are also fairly successful on TikTok. This industry has the highest posting frequency, at 9 times per week, and the second-highest amount of video views at 179.4K, coming second to Fashion and Luxury brands. Media brands have thehighest average number of followers, as TikTok has become a cultural epicenter and media brands play a large role in social entertainment.

Top Media and Publishing Brands on TikTok

  • British GQ is an established brand that uses their TikTok to share short clips from their longer series on YouTube.  
  • It’s a Southern Thing publishes content that touches on a wide variety of features of Southern living. Their TikTok content uses humor and relatability to appeal to users who live — and don’t live — in the South. They outperform the average engagement rate by a staggering 10.2%. 
  • Them showcases 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 produces a range of shareable content that speaks to a variety of interests. They lean into storytelling and pop culture in their short form TikTok content, and outperform the average engagement rate by 200%.  

Retail Industry TikTok Benchmarks

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

average retail industry tiktok performance chart

Retail Industry TikTok Trends

The Retail Industry sees the fourth-highest TikTok views at 150.1K. The Retail Industry also sees the fourth-highest reach of all industries at 110.9K, while they see the fifth-highest followers at 175.5K average TikTok followers. Overall, the Retail Industry has seen their engagement rate rise from 4.6% to 4.8%, their views grow from 111.5K to 147.7K and grew its reach from 89K to 116.9K.

Top Retail Brands on TikTok

  • PacSun engages their audience with UGC, trending memes, and putting forth a vibrant and trendry presence on TikTok. They outperform the average Retail engagement rate by a massive 308%.
  • Amazon Fashion focuses their TikTok presence to hauls, creator collaborations and showcasing product features, with a focus on driving brand awareness and social commerce. They outperform the average engagement rate by 250%. 
  • Patagonia knows their audience is just as interested in outdoor activities as they are their brand — they showcase athletes climbing, running and exploring in Patagonia gear. Patagonia outperforms the average Retail Industry engagement rate by 224%.
  • Urban Outfitters understands the impact of a great influencer and creator partnership — they harness the power of UGC to showcase products and how to style them.

Children and  Baby Brands Industry-Wide

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

average children and baby tiktok performance chart

While their average follower count is the lowest of the industries analyzed, Childrean and Baby brands have an astounding average 21.2% Monthly Follower Growth Rate with just 2 average weekly posts. Of the industries we looked at, they share the second-highest Entertainment Score of 4.2 with Beauty and Media, which indicates a huge potential for growth from this industry. 

Top Retail Brands on TikTok

  • American Girl reaches their target audience by showcasing the ‘personality’ of their charactets, while also resonating with a nostolgic older fan base — many of which have children themselves. They outperform the average engagement rate for Children and Baby brands by 189%. 
  • 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 byh 160%. 
  • Barbie outperforms the average engagement rate for Children and Baby by 287%. They reach not only their consumer, but their customer with funny stop-motion videos featuring Barbie and her friends. 
  • Little Planet is a children’s apparel brand that features clothing hauls and favorite pieces, plus, their apparel in-action on little ones.

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 to be spoken to like friends rather than customers. The production value of content matters less than simply being funny and relatable.

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