What Startups and Entrepreneurs Should Know About TikTok Engagement Rates

TikTok

Singh Anusha

Nov 21, 2023 — 4 min read

What Startups and Entrepreneurs Should Know About TikTok Engagement Rates

We're pretty sure that most people are now aware of the impact TikTok can have on their business. When entrepreneurs start using TikTok, they can sometimes be disappointed if their growth is not as fast as expected. This often happens when they compare their efforts to those of other creators. For the best possible outcome with TikTok, you need to understand how the platform works and how to set SMART marketing goals.

Engagement on any platform doesn't happen overnight so you'll want to focus on creating a sense of community. Your engagement and the content you share need to make your audience feel heard. Doing outbound engagement is something that's also important. Reciprocity (when someone returns engagement) can also help increase your engagement since many people who receive likes and comments on their videos will return the favor.

Get ready to take some notes as we'll share some of our best tips to help startups and entrepreneurs increase their engagement rate on TikTok.

TikTok Engagement Rates 101
How Can Startups and Entrepreneurs Set SMART Goals on TikTok?
How to Boost Your Engagement Rate

TikTok Engagement Rates 101

The engagement rate on TikTok refers to how many people react to your content in your audience. With TikTok, this includes likes, comments, shares, and more. Responding to comments and leaving comments on other relevant accounts will help you grow your engagement rate.

According to data, between August 2022 and January 2023, for videos over 54 seconds, the engagement rate was 8.2 percent. Videos less than 10 seconds had an engagement rate of 6.3 percent. TikTok engagement rate tends to be a bit higher than other platforms when you have a good strategy in place.

In the beginning stages, you shouldn't expect this type of engagement, and the same applies to inactive accounts that are just starting to post again.

How Can Startups and Entrepreneurs Set SMART Goals on TikTok?

One of the best ways your brand can achieve an incredible engagement rate is by setting SMART goals. Smart goals are defined as specific, measurable, achievable, relevant, and time-bound.

Entrepreneurs and startups need to remember that when we set goals that are realistic and measurable, it's easy to tie efforts to results. If you're setting engagement goals based on what other creators seem to achieve, that will be hard to measure and doesn't make much sense.

Even if you take inspiration from a brand similar to yours, remember that their audience needs may differ from what your audience needs or wants.

Here's an example of a SMART goal for Increasing Engagement

Achieving an engagement rate of 5% within 60 days of starting our TikTok account by posting three views per day. The first video we create is going to be a problem-aware video. For the second video, we will chat about an industry myth, and the third video is going to be a day-in-the-life video showcasing behind-the-scenes content of our founder and team members. Along with these steps, our team will engage with other strategic accounts daily to help with visibility efforts. We'll also respond to each comment received on our content and, when we see fit, do a video response if we receive any questions.

Here is why this is a SMART goal:

The goal is specific because we established our desired engagement rate and specific actions that we will take. This goal is measurable because we outlined the exact steps we would take to get there. This goal is also achievable because we aimed for an engagement rate that is slightly lower than the norm, and we are giving ourselves enough time to achieve it since we plan on being very consistent with the platform.

It's realistic because we aren't trying to set a goal that is difficult to measure, such as a broader goal of going viral. Our actions and timeline make this goal time-bound.

As we can see with this example, it's easy to measure a goal and set realistic expectations for success when using SMART goal indicators.

How to Boost Your Engagement Rate

You now have the best knowledge to set smart goals and increase your engagement rate on TikTok. We’ve outlined a few of our best tips to increase engagement on TikTok.

Use Positive and Authoritative Trigger Words

Trigger words in video hooks are known to drive an increase in engagement. Try using trigger words at the beginning of your video or as text overlay on your video cover. Some trigger words that we would recommend are exclusive, unleash, transform, unlock, secret, and best-kept.

Storytelling Goes a Long Way on TikTok

Brands often over-complicate the process of storytelling. If you were to share your brand story, instead of sharing a few facts about your brand, start from the beginning. Share your unique story of why you started your business. What was life before, and what is life like now? You could do a video about a time that a team member made you really proud or when they inspired you to do something. Storytelling gets to be simple.

Create a Content Schedule

Planning and scheduling your content is going to be your best friend. This also allows for more time to do some outbound engagement. If you see a trend that your audience would enjoy, you'll have more time to do these on occasion.

Work With an Influencer Marketing Agency

Influencer marketing agencies are one of the best-kept secrets when it comes to growing engagement on TikTok since they are very knowledgeable when it comes to helping brands grow their reach on TikTok. Collaborating on a campaign with an influencer when you are getting started on TikTok can be a great way to boost your visibility and propel your growth on the platform.

Remember that the key is to set realistic goals combined with understanding the needs of your audience. You are now ready to combine this knowledge, make an impact, and increase your engagement rate on TikTok.