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5 Key TikTok Stats to Know in 2023 [Based on 600K Videos’ Analysis]

With 94 million downloads, TikTok was the number-one downloaded apps in the United States in 2021. This probably isn’t surprising if you’ve got the app on you. In fact, it’s challenging to find someone who isn’t active on TikTok, either as a creator or a viewer.

But what about as a marketer?

Thanks to the mass adoption of this app, it makes sense to market your brand on the platform in the short and long term.

Marketing on TikTok is appealing and profitable – a note that successful social media marketing should strike.

That’s why Socialinsider teamed up with to analyze 616,409 TikTok videos and better understand various TikTok KPIs, like engagement, video views, and more. Here are the key takeaways from our recent study:

  • TikTok records the highest engagement levels in 2022 among various social media platforms.
  • The smallest accounts (having low followers) record the highest watch rates.
  • TikTok videos with trending songs instead of original sounds lead to a slight increase in the average watch rate.
  • TikTok videos including a mention usually have higher views.
  • The average number of TikTok videos posted within a month is showing an upward trend.

This guide dives deeper into these findings and reveals different TikTok performance benchmarks that every digital marketer needs to know in this day and age.

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TikTok Stats to Know for Successful Marketing

TikTok Tops the Engagement Levels

When it comes to marketing on social, marketers often think, “if only it were so easy for them to engage customers on social media”.

Well, guess what? With TikTok it seems like it is.

Being the social media platform with the highest engagement levels in 2022, TikTok makes marketing easier and feasible for brands of all sizes. Over the years, TikTok has grown into a platform with a much generic appeal, bringing in audiences that go above and beyond Gen Z. Naturally, the engagement rate has increased as well.

The video-exclusive social network measures engagement based on video views. So, this study focused on calculating the average TikTok engagement rate as the total interactions (likes, comments, and shares) of a post divided by the number of video views during a specific time, multiplied by 100.

TikTok Stats - Engagement Rate

The study revealed the average engagement rate by views of 6.72% – echoing the fact that TikTok has the highest engagement levels in 2022 amongst all the social media platforms.

In a world where social media marketing is advantageous but still remains surprisingly underutilized, brands may find a real opportunity to stand out and gain a competitive advantage by hopping on the TikTok bandwagon.

Small Brands Can Benefit More, Thanks to TikTok’s Average Watch Rate

With its unique algorithm that homes in on user intent, mindset, and behavior while navigating the platform, TikTok is different from its competitors. Here, the average view rate KPI, or the watch rate, is an important metric to track.

The watch rate is the percentage of people who watch a TikTok account’s videos. It’s worth noting that to be able to count as a view, a TikTok video must be played for a minimum of three seconds.

The average TikTok watch rate is calculated by dividing a post’s views count in a given timeframe by the total number of profile followers, multiplied by 100.

TikTok boasts an average watch rate of 16.23%, which is among the industry’s highest.


TikTok Watch Rate


As TikTok’s algorithm does not inevitably show the content of the profiles followed, small brands stand a greater chance to leverage the app to support their visibility and lead generation goals.

So, if you have a small business and are looking for ways to amplify brand awareness, you can benefit from having a TikTok presence, thanks to its incredible watch rate.

TikTok Best Practices for Higher Engagement

Use Trending Songs

TikTok sounds are crucial to the success of a video. The preference, however, is given to hit, trending songs and iconic lines rather than original audio.

Trending Sounds

While all the viral videos don’t claim to have trending sounds, those that did get viral with original sounds had a lower average TikTok watch rate.

So, if you want to gain more visibility on this app that’s driven by rapid trends and creativity, make sure you’re a part of the culture of sound.

In other words, to take advantage of the sound appeal that TikTokers have easy access to, popular songs must be an integral part of every TikTok marketing strategy.

Include a Mention

The beauty of TikTok is that it offers an excellent platform for collaborations. With features like TikTok Stitch and Duet, it’s putting increased emphasis on collabs and partnerships.

That said, mentions still remain a winning tactic to promote collaborations.

Watch Rate

Our study reveals including a mention in the caption makes a TikTok video more likely to increase its viewership.

If your TikTok videos often fly under the radar, you can increase their average TikTok view rate/watch rate by including a mention.

And if your videos are creative, original, and raw enough, you’d stand a chance to win more audiences using this approach even if your account is small or growing.

Post Frequently

Engaging your audience in the evolving TikTok landscape requires consistency. So whether you’re making headway in the world of TikTok or have an established presence, ensuring consistency is essential.

Posting Frequency

The average TikTok posting frequency is 20 videos per month. And this figure is growing each year.

Therefore, if you want to make it big on the platform that can soon become the social media platform with the highest ROI, post frequently.

The Takeaway

Understanding powerful TikTok statistics is just one step to creating engaging marketing campaigns on the platform. Countless factors can lead you to massive success on TikTok. However, creating a winning TikTok marketing strategy is much less daunting when you have the right research handy.

With the help of’s free online video editing tools, you can create videos that attract your audience, increase engagement, and drive high-impact results.

And if you want to bring TikTok LIVE into the mix to build a stronger connection with your audience through live streams, read this: How to Go Live on TikTok: the Complete Guide.

Happy TikToking!

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