[FAQ]

I’ve been paying more attention to my TikTok analytics lately, and while I can see all the numbers, I’m not entirely sure how to benchmark my engagement rate.

What is generally considered a “good” engagement rate for a single video on the platform in mid-2025? Does this percentage typically change based on your follower count? For example, is a good rate for an account with 2,000 followers different from a good rate for an account with 200,000?

Also, just to be sure, how is it typically calculated? I assume it’s something like (likes + comments + shares) divided by views?

[Jeff Bullas]

What is considered a “good” engagement rate on TikTok can vary based on factors like your niche and audience size, but there are some generally accepted benchmarks for 2025. First, it is helpful to clarify the calculation. The most common way to calculate the engagement rate for a video is to add your total likes, comments, and shares, divide that sum by your total number of views, and then multiply by 100 to get a percentage.

It is important to recognise that engagement rates on TikTok are typically much higher than on many other social media platforms. As a general rule, an engagement rate between 4% and 8% is often considered quite good or average for a broad range of accounts.

An engagement rate that is consistently above 10% is generally considered to be very strong, indicating that your content is resonating exceptionally well with the audience it is reaching.

However, a crucial factor to consider is your follower count. Accounts with a smaller number of followers, for example under 10,000, will often see much higher average engagement rates compared to massive accounts with millions of followers. This is because it is easier to have a higher percentage of a smaller, more dedicated community interact with your content. It would not be unusual for a small, healthy account to see engagement rates of 15% or even higher, which is excellent. As an account grows, the overall rate often naturally decreases slightly.

While the engagement rate is a very useful metric for the health of your content, it is also important to remember that it is just one signal. The TikTok algorithm also places a very high value on other metrics that are not included in that calculation, particularly average watch time and the video completion rate. A video with a slightly lower engagement rate but an extremely high completion rate might still perform very well on the “For You” page.

The most effective way to use this metric is to track your own average engagement rate over time. Your primary goal should be to maintain or improve your own benchmark, rather than comparing yourself too strictly to others. Use your engagement rate to identify which specific types of content, formats, or topics perform best for your particular audience, and then create more of what works.

In summary, while a rate of 4% to 8% is a solid benchmark, and over 10% is excellent, this will vary with your follower size. The most important thing is to track your own average and focus on creating content that improves it, paying close attention to both the engagement rate and your video’s watch time.

Cheers,

Jeff

[Author]

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