TikTok continues to lead in social media engagement, with over 1.5 billion active users and interaction rates that outpace most other social media platforms.
But while the audience is there, getting real engagement — likes, comments, shares, and views that actually mean something — takes more than just showing up.
In this article, you’ll find everything you need to earn higher engagement rates on TikTok in 2025. We’ll walk you through:
- A free TikTok engagement rate calculator
- Updated industry benchmarks for 2025
- Actionable tips based on what’s working right now
- Insights into how the TikTok algorithm is evolving — and how to work with it
Whether you’re managing a brand TikTok account or building your own following, this guide will help you boost engagement, improve visibility, and build stronger connections with your audience.
Bonus: Use our free TikTok engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.
What is TikTok engagement?
TikTok engagement refers to any action users take to interact with your brand on the platform. That includes likes, comments, shares, saves, watch time, and video completion rates.
Together, these metrics shape your overall engagement rate and influence how your content performs in the algorithm.
TikTok engagement metrics
Here’s a breakdown of the metrics that contribute to your TikTok engagement rate:
- Like: Users can tap the Like button or double-tap a video. This also saves the video to the Liked tab on their TikTok profile for future viewing (which can be public or private).
- Comment: Comments allow users to interact directly with creators and each other. Creators can enable or disable comments on a per-video basis.
- Share: TikTok’s share feature lets users cross-promote videos, sounds, or accounts within TikTok or to other platforms (like Instagram or Messenger).
- Save: Users can bookmark posts to private or public collections, which is helpful for surfacing popular or valuable content..
- View: A view is counted as soon as the video starts playing. Replays, loops, and repeat views all count.
- Video completion rate: The percentage of users who watch your video from beginning to end. It’s calculated by dividing completed views by total number of views.
TikTok uses both watch time (the total amount of time people spend watching your video) and completion rate to decide which videos to boost in the algorithm. The longer people watch and the more of your video they complete, the more likely it is to appear on other users’ For You pages.
If your content resonates with viewers, you’ll see more engagement in the form of likes, comments, shares and follows, which will also help push your video to the top of the pile.
Why TikTok engagement matters in 2025
But does engagement really matter? In a nutshell, yes.
Although engagement rates for Instagram Reels surpassed TikTok in Q1 2025, TikTok is usually known for its high engagement rates.
Engagement is a measure of visibility, and it can be directly linked to your brand’s return on investment (ROI). Here’s how that works:
- Tracking comments, messages, shares, and other engagement data provides your business with consumer research data to help shape your marketing decisions.
- With this information, you can make informed decisions about marketing campaigns, reward programs, and even future products for your business.
- When your content is designed to target your followers, they are more likely to like, save, and share your posts, which increases your brand visibility.
- The more you iterate and hone your strategy, the easier it is to create impactful content with a high average engagement rate, leading to better ROI. Win-win!
How to calculate engagement on TikTok
TikTok engagement rates are a measure of how successful your content is in engaging with the app’s users. There are many ways to calculate engagement rates, but here are the two formulas we like best:
((Number of likes + Number of comments) / Number of Followers) * 100
or
((Number of likes + Number of comments + Number of shares) / Number of Followers) * 100
TikTok engagement calculator
Don’t want to do the math yourself? Use our free TikTok engagement rate calculator to find out how your content stacks up.
Here’s how to quickly find your TikTok engagement rate:
- Open TikTok. Find the post you want to measure (don’t get distracted by your FYP!).
- Select your industry. Choose from the dropdown menu. If yours isn’t listed, select “Other.”
- Enter your stats. Add your follower count, total likes, and comments from the post.
- Click “Calculate.” The calculator will instantly show your engagement rate.
- Compare to benchmarks. Use built-in industry benchmarks to see how you stack up.
What your TikTok engagement rate means
On TikTok, anything above 2% is generally considered a good engagement rate. If you’re beating that, you’re ahead of the curve.
But numbers alone don’t tell the whole story. Industry, audience size, and goals all shape what counts as “good” for your account. For example:
- Entertainment and fashion tend to see higher engagement than finance or B2B.
- Smaller accounts often have higher rates because of closer audience relationships.
That’s why our calculator includes industry benchmarks, so you’re always comparing apples to apples.
Tools to measure and optimize engagement
Want to monitor and improve your TikTok performance? These three tools make it easy to track engagement, spot trends, and optimize your social marketing strategy.
TikTok Creator Analytics
TikTok Creator Analytics offers a built-in dashboard to track your performance across video views, profile visits, and audience demographics.
You’ll find it in TikTok Studio, alongside your Creator tools, including:
- Comment review
- Unlimited Sounds library
- Creator Academy (a great resource for tips and tutorials)
To calculate your engagement rate, head to the Analytics tab, gather your stats, and plug them into our calculator.
Pro tip: TikTok Analytics only includes data for the last 28 days, so check your numbers regularly.
Hootsuite
Hootsuite lets you create and schedule TikTok videos, track your performance, and optimize your content — all without leaving the platform. No more bouncing between apps or losing time to FYP distractions.
You also get access to:
- OwlyWriter AI for smart captions, hashtags, and content ideas
- Best Time to Publish recommendations tailored to your audience
- Integrated analytics across TikTok and other platforms
Mavekite
Mavekite is a freemium TikTok analytics tool that lets you track any profile, video, song, or hashtag. It’s great for quick checks and high-level insights.
Note: You’ll need a paid plan to unlock full reports, export data, or access deeper metrics.
TikTok engagement trends and algorithm updates
TikTok engagement statistics for 2025
Still on the fence about TikTok? These 2025 stats show just how powerful the platform can be for audience engagement and reach:
1. TikTok has 1.590 billion monthly active users
1.59 billion people use TikTok every month, and Statista predicts that number will climb to 1.9 billion by 2029. It trails Facebook and Instagram in size, but not in engagement.
2. The TikTok user base spans several age brackets
TikTok’s audience spans a broad age range:
- Women 18–24: 14.1%
- Women 25–34: 14.6%
- Men 18–24: 16.6%
- Men 25–34: 20.7%
Translation: Whatever your demographic, they’re probably here.
3. Nearly half of TikTok’s users are only there to consume content
48% of U.S. TikTok users have never posted a video. They’re here to watch, not create, making it a prime space to reach passive, high-intent viewers.
4. 52% of consumers who make a purchase after seeing TikTok ads were only exposed to the ad on TikTok
52% of people who buy after seeing a TikTok ad were only exposed to it on TikTok. They didn’t see it anywhere else — not on YouTube, not in search, not on Instagram. That’s a rare level of platform exclusivity.
TikTok algorithm updates in 2025
TikTok currently defines its For You algorithm as “a stream of videos curated to your interests, making it easy to find content and creators you love … powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”
Two concepts are central to how the FYP works: curated and interests.
Curated: TikTok’s For You page is tailored to each user, so no two FYPs are alike. The algorithm gathers a huge amount of information, including videos you’ve liked or saved, content that you’ve marked as “Not Interested” or reported as inappropriate, how long you’ve spent watching videos, and so on.
The algorithm uses all those inputs to predict which videos you’re likely to watch and engage with and adds them to your feed. The more a user scrolls and interacts, the more curated their FYP becomes.
Interests: There are tons of interest groups on TikTok (think #BookTok or #MomTok). The algorithm favors content that clearly aligns with these audiences. Gaining lots of visibility and traction within your core audience is key, which Hootsuite’s Social Trends 2025 Report highlights as a key shift. This is also known as micro-virality, or the rise of videos that go viral within niche communities rather than the platform at large
The takeaway? Focus on relevance over reach. Videos that resonate deeply with a niche audience are more likely to be promoted, rewatched, and shared, especially within tightly-knit communities.
8 proven tips to boost TikTok engagement in 2025
Increasing engagement on any social media channel can be tricky. Luckily, TikTok is thriving with daily active users, engaged consumers, and creative content.
Before we dive into the details, here’s a quick overview of the top ways to improve your TikTok engagement in 2025. These tips are backed by platform insights, best practices, and real results.
| # | Tip | Focus Area | Why It Works |
|---|---|---|---|
| 1 | Engage to earn engagement | Community interaction | Signals to the algorithm that you’re active and engaged within your niche. |
| 2 | Perfect your three-second hook | Viewer retention | Boosts average watch time, which is a key ranking factor for TikTok’s algorithm. |
| 3 | Prioritize quality and consistency | Posting strategy | High-quality videos lead to 72% more watch time; consistent posting builds audience habits. |
| 4 | Optimize your descriptions and captions | TikTok SEO | Improves discoverability through on-screen text, voiceover keywords, and caption metadata. |
| 5 | Jump on trends before they peak | Trend timing | Early adoption helps boost reach—especially within tight interest communities. |
| 6 | Create video replies | UGC interaction | Builds on existing momentum and deepens connection with your followers. |
| 7 | Use TikTok Live | Real-time engagement | Live sessions foster community and increase your visibility with followers and new viewers. |
| 8 | Repurpose user-generated content (UGC) | Trust and authenticity | UGC is perceived as more relatable and credible, making users more likely to engage. |
1. Engage to earn engagement
Interacting with other TikTok users is a surefire way to build engagement. TikTok’s community thrives on reciprocity, and active engagement with others tells the algorithm that you’re an account worth putting on people’s FYP.
But does it actually work?
The numbers don’t lie: 76% of TikTok users say brands that post or reply to comments on TikTok feel like part of the community, and 68% of TikTok users say brands should use the comments section to better understand their audience.
Here’s how to do it: Spend 10-15 minutes daily liking, commenting, and sharing videos from accounts in your niche or your followers.
Don’t just reply with an emoji — try to post something that sparks further conversation, like the NFL does in this comment:
You can also reply with a question to increase your chances of striking up a conversation:
You can also leave a positive comment that is sure to make someone smile:
Positivity in the comments? We love to see it!
2. Perfect your three-second hook
A strong beginning captures people’s attention, and the best TikToks draw in viewers with something different, original, or attention-grabbing within the first three seconds.
To find a good hook for your content, start by figuring out an interesting angle for the content you want to share. What makes your content original or different? Remember to keep it honest and relatable.
Next, build your hook. If you’re solving a problem, try something like, “Do you struggle with X?” or “Am I the only one who has this problem?”
To share a hack, you might start with a quick shot of the end result to give the audience a preview of what’s to come before diving into your tutorial.
This hook implies that the video will share a must-have tip for small business owners, inviting users to stop and watch:
Want to learn more about grabbing your audience? The Hootsuite blog has more content on the science behind great social media hooks.
3. Quality and consistency matter
When it comes to creating content for TikTok, prioritize quality over quantity.
Generally, brands on TikTok have been moving away from casual, on-the-fly content in favor of a more polished approach.
TikTok’s internal data shows that high-quality content creators get 72% more watch time per video view. Higher average watch time is worth the extra effort to create quality content.
User Tuvok12’s series “Rating Strangers’ Shots” follows a well-produced, consistent format that racks up millions of views and thousands of likes and comments:
Consistent posting gives the algorithm a steady stream of content to push to the FYP, and we have good news for solo social media managers: it’s less about the amount of content you’re making and more about posting content reliably from week to week.
The average brand, for example, posted on TikTok around four times per week in Q1 2025:
Whether you’re posting four times a week or four times a day, consistency matters. Stick to the same schedule each week to build audience retention and make it easier to plan your calendar.
Another great way to get higher engagement is to get in front of TikTokers when they’re actively using the app.
Hootsuite’s research with Critical Truth shows that overall, the best time to post on TikTok for engagement is either Thursday midmorning or Saturday midday:
For best results, figure out the best time to post for your specific audience. Hootsuite’s Best Time To Publish feature provides custom recommendations based on your past performance and tailored to your unique audience and their activity patterns on TikTok.
4. Optimize your descriptions and captions
Just like on platforms like Google, TikTok SEO relies on keywords and hashtags to populate TikTok’s search results. Optimizing your descriptions and captions increases the likelihood of your video appearing in search results.
The best part? TikTok can process post captions, on-screen text and spoken audio, so you can optimize SEO in every area.
This means saying the keyword out loud in your voiceover, adding a text overlay to the video, and including your keyword in the caption:
No need to keep it short and sweet, either. TikTok captions can be a maximum length of 4,000 characters, which means you’ve got plenty of room to work with.
Need more help with TikTok SEO? Start looking for trending keywords by region and industry in the TikTok Creative Center, then use Hootsuite’s free TikTok SEO tool to create your next caption.
5. Jump on TikTok trends before they peak
Timing is everything when it comes to TikTok trends. Jumping on a trend early boosts engagement and helps you reach new audiences before the moment passes.
TikTok’s Creator Search Insights and Hootsuite Listening help you identify trends as they start to gain traction, so you can be an early adopter.
If you’re creating a video that’s tied to a trend, make sure that it feels on-brand and still makes sense for users who may not be aware of the trend. If your brand voice is usually serious, a trending video that comes out of left field might alienate people who don’t have the right context.
A well-timed trend might help you reach a new audience, even if it’s not an obvious fit, like this dental clinic whose staff jumped on the #ThrowItBack trend:
Want to create more impactful social content for your audience? Hootsuite offers real-time social listening and analytics, making it easy to keep up with trends that are relevant to your niche.
6. Create video replies
If one of your TikToks is gaining traction with your audience, you can piggyback on that engagement by creating a related video. A quick way to do this is to create a video reply to a comment.
Click the comment you want to respond to, then click the red camera icon on the left to make a new video:
The recording screen will appear with the comment you selected:
From there, you can record your video reply, add text and music, and make edits before posting.
7. Use TikTok Live
TikTok Live allows creators to interact with an audience in real time. According to TikTok, creating an engaging TikTok Live is an important part of building and growing your community.
With TikTok Live, you can host guests, interact with existing followers, and encourage new viewers to follow you. It’s a great way to build engagement and boost your visibility.
Plus, you can go live anytime. User Cierra Brickley recently hosted a TikTok Live “cook with me” from her kitchen and responded to comments while making a meal:
Not sure what type of content to make on Live? Consider an interactive format like a game night or happy hour to get people involved and generate conversations in the comments.
8. Repurpose user-generated content (UGC)
User-generated content (UGC) is content created by regular users on social media rather than by brands.
UGC tends to be seen as more authentic and trustworthy than branded content. Instead of a brand telling customers to buy their product, UGC is like getting a recommendation from a friend. That kind of marketing is worth its weight in gold.
Adding UGC to your TikTok content mix can signal trustworthiness to your audience. Popular types of UGC include unboxing videos, product tutorials, or your product in the wild:
Encourage your followers to create UGC content by offering a discount or special prize for participating (“tag us in your video for a chance to win!”). Remember to ask for permission before reposting UGC and make sure to credit the user.
If you’d like to learn more, we’ve also got a full guide to TikTok tips.
4 TikTok engagement mistakes to avoid
Now that you know what to do, let’s cover what to avoid. These common missteps can quietly sabotage your growth on TikTok:
1. Not replying to comments
If you’re not showing up in the comments, neither will your audience. Set aside 10–15 minutes a day to reply and interact — it signals activity to both the algorithm and your TikTok followers.
2. Chasing irrelevant trends
Not all trends are worth your time. If it doesn’t align with your brand or audience, it can confuse followers or feel forced. Stay true to your voice, even when experimenting.
3. Spamming your followers
More TikTok posts ≠ more engagement. Flooding feeds or posting the same comment everywhere can hurt your credibility. Stick to a consistent, manageable schedule.
4. Not using your analytics
Your performance data tells you what’s working (and what’s not). Use it to spot patterns, double down on successful content, and pivot when needed.
If you avoid these mistakes, you’ll be ahead of most brands on TikTok. Combine that with the tips above, and your 2025 engagement strategy will be hard to beat.
Grow your TikTok presence alongside your other social channels using Hootsuite. From a single dashboard, you can schedule and publish posts for the best times, engage your audience, and measure performance. Try it free today.
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