Press Release

Dash Hudson Releases New TikTok Benchmark Reports To Help Brands Accelerate Performance

December 1, 2022

FOR IMMEDIATE RELEASE – December 1, 2022 – Dash Hudson is pleased to announce the release of its latest Industry Benchmark Reports for TikTok, which have been developed to guide marketers to drive accelerated business growth through the entertainment platform. 

When developing the reports, Dash Hudson analyzed the most-followed brands on TikTok across key industries — beauty, fashion, home, retail, consumer packaged goods and media and publishing — to uncover trends and insights from the platform’s top performers.

Key findings from the reports include

  • TikTok has officially surpassed Instagram as the leader in brand engagement by 10x, proving that consumers want to engage with brands on this platform.
  • The media and publishing industry is outperforming all other industries on TikTok, with an average engagement rate that is outpacing other verticals by more than 75%.
  • While growing brands on Instagram (10k-100k) have an engagement rate that is nearly 50% higher than larger brands (500k+), larger brands on TikTok have an engagement rate that is 20% higher than growing brands. This showcases that more engaging content on TikTok generates more followers, thus reinforcing that TikTok is an entertainment-first platform.

The report’s findings underscore TikTok’s meteoric rise as a leading channel within the e-commerce mix, and also highlights the need for brands to approach TikTok with a specialized strategy that differs from traditional social marketing platforms.

The sophisticated nature of TikTok’s algorithm has unlocked a powerful opportunity for brands to deliver entertaining content to highly targeted audiences,” says Kate Kenner Archibald, Dash Hudson’s Chief Marketing Officer. Dash Hudson’s Industry Benchmark Reports for TikTok provide the insights required to grow market share in an increasingly competitive environment. Brands that fuel their social entertainment strategies with the latest research and data will be poised to lead the competition in 2023 and beyond.

About Dash Hudson

Dash Hudson was founded in 2015 with the mission to empower brands to deepen engagement through photos and videos. Today, the global leader in social marketing software helps companies like Condé Nast, Apple, and Unilever unlock their creative superpowers and elevate their strategies at the speed of social. Dash Hudson takes it to the next level by predicting the performance of photos and videos, analyzing trends, and accelerating brand growth across social media, entertainment, and e-commerce marketing channels.


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