16 Successful TikTok Case Studies [+ Actionable Takeaways]

By aana leech | 2 years ago.

TikTok influencer video

TikTok is well-known for producing influencers who make it big, and creating lucrative personal brands. But beyond influencers , the platform presents a huge opportunity for well-established brands to grow revenue. In this blog, we’ll cover 16 marketing case studies where brands saw success from leveraging TikTok .

In 2021, KFC wanted to bring their chicken sandwich advertising campaign to a wider audience. To make this happen, they focused the bulk of their campaign on two TopView ads, or sponsored videos that TikTok users see when they first open the app. They partnered with prominent TikTok creators to use fun music, dance, and Colonel Sanders impersonations to grab attention. 

The campaign brought in a whopping 221 million video views for KFC, an engagement rate of 9.3%, and a TopView click-through rate of 13.8%, according to TikTok for Business . The brand also saw a 24.7% increase in ad recall rate, which was part of the significant growth in sandwich sales — even selling out in some locations. 

KFC TikTok Video Example

Actionable Takeaway

Partner with already-established TikTokers : Finding influencers who already have a prominent following is key for any large brand, and can help boost your return on investment (ROI) . Though KFC is practically a household name, partnering with smaller-scale content creators worked to their advantage — it allowed them to tap into the trust that smaller influencers have with their followers. 

Crumbl, a cookie business best known for their ever-changing menu, releases new flavors every Sunday. To build awareness and excitement, they used Spark Ads to help accomplish their goal of hitting 1 million followers on TikTok , which allows brands to boost their own organic posts.

They made their product the star of the show by releasing behind-the-scenes videos of how their cookies are made. Crumbl also capitalized on the highly effective use of hashtags . #Crumblreview and #tasteweekly were the brand’s top hashtags , with #crumblreview alone netting over 231 million views. 

Crumbl TikTok Video Example

Sticking to the basics can work: Crumbl kept it simple with short, snappy videos and hashtags . The brand hit its 1 million follower mark quickly — then upped its goal to 2 million and also achieved that milestone during the two-month campaign.

Long known as a technology leader, HP’s most recent goal is to become the most sustainable technology company. One large part of this goal includes reducing plastics, so to get the word out about the new initiative, HP turned to TikTok to amplify their message. 

HP’s main strategy for its TikTok campaign leaned on partnerships with TikTok creators to promote the #HPRadicalResuse hashtag challenge. The videos posted by HP’s partners showed ways that we all can reuse in our everyday lives. 

In addition to the influencer partnerships, HP tapped into One Day Max In-Feed Ads to increase the reach of its campaign. This ultimately brought in 38 million impressions and more than 36 million video views in a single day. The brand also utilized Reach & Frequency Spark Ads to ensure that TikTok users were seeing the videos through the campaign. 

Find out more about getting started with TikTok ads . 

HP TikTok Video Example

Social issues can be successful: In today’s world, consumers want to support brands that align with their personal values. Through this campaign, HP showed the world that it could do just that. After the campaign, HP’s brand favorability increased by 1.9%.

4) Goldfish

With the goal of tapping into adult snackers’ nostalgia, Goldfish used TikTok to re-engage long-time fans. The brand came up with the #GoForTheHandful hashtag challenge. Similar to HP, Goldfish capitalized on TikTokers ’ love of challenges, but made it more competitive by encouraging its user base to see how many Goldfish crackers they could fit in their hand at one time. Best of all, the winner got to take home a year’s worth of Goldfish. 

Goldfish partnered with TikTok influencers as well as NBA basketball player Boban Marjanovic — who has the largest hands in NBA history — to spread the word and build hype. The brand also used a hashtag emoji challenge by including the bright orange goldfish emoji alongside the hashtag .

Another successful element of this campaign was Goldfish’s use of a separate challenge page called @goldfishsmiles, which included all the information about the contest. 

Finally, the brand ran television ads, as well as ads on other platforms, to promote the #GoForTheHandful challenge. 

Goldfish TikTok Video Example

Cross-promote your campaign: For a brand as big as Goldfish, laying down the dollars to expand its reach probably wasn’t an issue. But even if your brand doesn’t have a ton of funds to dedicate to ads or celebrity features, think about creative ways to expand your campaign beyond a single social media platform . This strategy helped Goldfish see a post-campaign brand lift of 19.2%. 

Lawn-care company Scotts may already have a worldwide following, but the brand wanted to expand its audience to include more young people . So, it turned to TikTok by adapting a Super Bowl campaign for the platform. 

Using a hashtag challenge alongside a TikTok -adapted commercial featuring John Travolta, Scotts rolled out a contest that encouraged TikTokers to get outside and think about their lawns. The brand incorporated the Scotts Slide — a dance that Travolta and his daughter Ella performed during a Super Bowl commercial — as part of the TikTok challenge, using the hashtag #DoTheScottsSlide. 

In two days, the hashtag saw 2 billion video views , and 1.4 million TikTok users had created videos for the campaign. 

Scotts TikTok Video Example

You don’t have to reinvent the wheel: If you have a campaign that worked, stick with it! #DoTheScottsSlide is a great example of how any brand can take a successful campaign and adapt it to a different platform. 

6) Morning Brew

In an effort to boost its number of quality subscribers, subscription-based media company Morning Brew tried its first paid TikTok campaign utilizing Spark Ads.

Morning Brew stuck to the basics by partnering with a TikTok influencer who created a video that was 80% native TikTok skit and 20% call to action that aligned with Morning Brew’s message. This ratio gave the TikTok creator more control and creativity than many other brand partnerships. 

The campaign was successful, beating its target CPA by 60%. TikTok for Business reports that, “Morning Brew [also] gained 70,000 registration subscribers and reached 23 million impressions on TikTok .”

Morning Brew Scotts TikTok Video Example

Give influencers creativity and autonomy: When utilizing influencer marketing , let creators be creative — after all, it’s in their job title! Allowing creators (a reasonable amount of) autonomy ensures that the content is relatable and feels authentic to their audience, which makes their followers more likely to consider using the brand they’re promoting.

7) McDonald’s

To drive brand awareness and reach with a focus on a young, multicultural audience, McDonald’s used it’s already-established TikTok community to help push customers into its stores. 

The campaign focused on posting up-close shots of McDonald’s food offerings — previously used in TV ads — paired with a voiceover and layover text. 

McDonald’s used Auction In-Feed Ads on TikTok , which helped the brand to target audience members who watched a two-second video from another campaign. The ad had over 45 million impressions.

The brand also leveraged TikTok ’s partnership with OpenSlate, which gives brands greater control over their ad placement. 

McDonald's Scotts TikTok Video Example

Keep brand safety in mind: When running ads on social media , you’ll want to think about where exactly your ad is being run. TikTok ’s OpenSlate partnership helped McDonald’s to target their desired audience without having to worry about whether or not their ad would show up alongside content that didn’t align with their brand.

8) Goodfair

Online thrift shop Goodfair is best known for their creating mystery bundles — boxes of pre-loved clothing that’s chosen based on a theme. The brand already has a solid following of more than 400,000 followers on TikTok , but was seeking to drive more conversions on its website.

Goodfair leaned heavily on organic strategies like leveraging user-generated content, as well as boosting unboxing videos by their employees. Coupling this with In-Feed Ads , Goodfair was able to accomplish its goal of providing behind-the-scenes TikTok content, as well as educational content, surrounding ethical fashion. 

The campaign helped the brand decrease its TikTok cost per click (CPC) by over 15% and increase its click-through rate (CTR) by over 87%.  

Goodfair TikTok Video Example

Boost your credibility: Goodfair’s brand is all about decreasing the consumption of fast fashion across generations. By focusing videos on educating followers about the fast fashion industry, the brand continued to build its expertise and gained trust among its customers.

9) Little Caesars

Well-known national pizza chain Little Caesars saw an opportunity with TikTok when it launched its Stuffed Crazy Bread in mid-2020. To get people talking, the brand partnered with 13 TikTok creators for an influencer marketing campaign . 

The premise was for the influencers to demonstrate the unique way they #GoCrazy after taking a bite of Little Caesars’ new Stuffed Crazy Bread. Influencers featured in the campaign included Olympian Gabby Douglas, the McFarland Family, and Nathan Davis Jr. 

Using a combination of paid and organic strategies, Little Caesars wanted to show up organically in TikTok users ’ “For You” pages as much as possible. To help make this possible, the brand allowed their partners total creative freedom to shoot the video however they wanted. Interestingly enough, this choice revealed that popular TikTok families saw higher CTRs than celebrities.

Little Caesars TikTok Video Example

Family creators can be a great partnership to boost CTR: Because Little Caesars worked with a diverse group of influencers , the brand was able to see what types of creators performed best. While most people would expect A-list celebrities and athletes to garner the most action, for Little Caesars, the McFarlands and Nathan Davis Jr. (with his mom) performed the best. This may be something to keep in mind when you’re searching for influencers to work with your brand. 

EBay has always been a place for popular and rare sneakers, but in 2021, the ecommerce brand created a TikTok campaign to draw in younger generations of sneakerheads ( millennials and Gen Zers). 

Along with the help of a marketing agency , eBay launched this campaign to “celebrate the deep connections between sneaker culture, music, and dance,” according to TikTok for Business . EBay’s campaign included a branded hashtag challenge using a custom song that featured the lyrics, “got my sneaks on eBay” and the hashtag #LaceEmUp. 

To round out the campaign, the brand partnered with eight TikTok influencers to create videos using the custom song and hashtag , and then put some dollars behind the videos to amplify the reach.

Following the campaign, eBay reported positive user sentiment with many sharing they would use eBay to look for sneakers in the future. The #LaceEmUp challenge also inspired over 500,000 people to create TikTok videos . 

eBay TikTok Video Example

Use music to stand out: TikTok is known for its music and dances, so why not capitalize on that by creating a tune specific to your brand’s campaign? This marketing strategy proved highly effective for eBay’s #LaceEmUp campaign, and encouraged a younger generation of sneakerheads to consider using eBay.

11) Moncler

Known for its sleeping bags and jackets, Moncler has become a highly sought-after brand for those seeking fashionable warmth. The brand tapped into TikTok to promote its various collections, as well as drive new followers to its TikTok page.. 

The brand used rapper Ty Dolla $ign’s hit track “Bubble” to launch the #MonclerBubbleUp challenge, which encouraged TikTokers to create looks using household items that resembled Moncler’s famous jackets. 

The campaign was launched worldwide, which included paid TikTok ads in Italy and France, and brought in 7 billion views, which led to 170,000 new followers for Moncler. 

Moncler TikTok Video Example

If you have a worldwide audience, capitalize on it: Right out of the gate, Moncler was able to reach a worldwide audience by investing in paid ads in Europe and collaborating with TikTok creators in the U.S. and the U.K. As explained by TikTok for Business , “The challenge shattered benchmarks, exceeding expectations and reaching new users from across the globe.” 

12) Mucinex

Many people over the age of 25 may remember the Mucinex commercials with the infamous Mr. Mucus, but the brand identified that Gen Z wasn’t as familiar. Mucinex launched a TikTok campaign to promote its Nightshift product line, specifically targeting Gen Z . 

Mucinex created a 360-degree campaign that included a #BeatTheZombieFunk branded hashtag challenge , collaborations with TikTok influencers , a Branded Effect that featured a dancing Mr. Mucus, and a sweepstakes surrounding the Zombie Funk dance. 

The campaign only ran for only nine days, but more than 500,000 TikTokers joined in. As a result, the campaign earned Mucinex almost 6 billion views . 

Mucinex TikTok Video Example

Always keep your target audience in mind: Through the #BeatTheZombieFunk campaign, Mucinex shows us that even an older well-established brand can relate to the youngest of customers by utilizing all that TikTok has to offer. If you want to branch out and target a new audience , go where that audience goes and adapt to the platform — in this case, TikTok . 

13) Chipotle

Fast-food chain Chipotle noticed its name was being dropped left and right on TikTok and decided to capitalize on it by creating its official business TikTok account in 2018. Unlike other brands, Chipotle keeps it casual on TikTok by sharing content that has a distinctly low-key and down-to-earth feel. 

The brand has run two branded hashtag challenges to further engage its audience, but relies heavily on comedy sketches and reposting fan content. Since Chipotle ’s TikTok debut, they have gained over 1.3 million followers and over 20 million likes on their 100+ videos .

Chipotle TikTok Video Example

Listen to your online community: Regardless of the size of your brand, it’s vital to keep an eye on what people are saying about you online. Follow hashtags related to your brand, and set up Google Alerts to make this process easier. Many times, the best ideas can come from your fans — which can even save you money along the way. 

14) Manscaped

Grooming tool company Manscaped was one of the first companies to utilize the self-service tools provided by TikTok back in 2019. With TikTok , they saw an opportunity to get the word out about their brand while keeping their budget low. 

Spending as little as possible, Manscaped focused on frequent educational and creative videos surrounding grooming hygiene and boosted these videos through In-Feed ads . The brand pushed more money into campaigns surrounding their products, the Lawnmower 2.0 and Lawnmower 3.0, around holidays like Father’s Day, the Fourth of July, Black Friday , and Christmas. 

Manscaped TikTok Video Example

You don’t need to spend a lot to see results: Manscaped saw impressive cost efficiency from a CPM perspective, according to TikTok for Business . Even though the investment was small, the brand gained 151 million impressions using creative, always-on strategies. 

Discover more must-read TikTok strategy tips here.  

As a leading dating app, Bumble approached TikTok marketing and advertising with the goal of increasing app downloads. Their strategy focused heavily on leaning into authenticity, which showed success in the past. 

Bumble partnered with TikTok influencers — each with multi-million user followings — to produce and share creative, native-looking ads. This supported the brand’s already-established trustworthy and relatable reputation. This simple, yet effective technique, along with putting some money behind videos for In-Feed Ads , resulted in a “5x increase in app install volume since the start of Bumble’s TikTok program while achieving a 64% decrease in cost-per-registration,” as TikTok for Business reports.

Bumble TikTok Video Example

Don’t make ads, make TikToks : Traditional digital marketing and advertising techniques don’t work on TikTok , mainly because users can tell they are ads. That’s where the mantra “Don’t make ads, make TikToks ” comes in. Simply put, if you want to be successful on TikTok , create your brand’s content with authenticity and relatability in mind. 

Even the most chic brands are joining TikTok in droves. Fashion brand Fendi created its TikTok channel to help build their Gen Z follower base. 

Fendi approached their promotion by running five In-Feed ads upon its TikTok profile launch. The campaign was called “F is for…” and each of the five ads corresponded to a different one of Fendi’s core values: family, fearlessness, freedom, friendship, and the future.

From just five ads, Fendi saw an initial wave of 15,000 new followers as well as an average CTR that outperformed its benchmark by over 158% . 

Fendi Fendi TikTok Video Example

Simplicity can be highly effective: Fendi proved that utilizing an already-established aspect of your brand — like your company values — and focusing on a limited number of high-quality ads can be extremely effective. 

Looking To Add Your Company to This List? Popular Pays Can Help!

If you’re feeling inspired to plan your brand’s next (or first-ever!) TikTok influencer marketing campaign , check out Popular Pays — where you can connect, collaborate, and track your work with influencers all in one place.

Find TikTok influencers and learn about how Popular Pays can take your influencer marketing to the next level.

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7 TikTok Marketing Case Studies & Insights

TikTok Marketing Case Studies & Insights

TikTok is one of the fastest-growing social media platforms worldwide, overtaking even Instagram and Facebook. With over 800 million active monthly users, it has become the second most downloadable app in the world. This makes it the most desirable place for brands to promote their business.

Over the past few years, TikTok’s user base has increased substantially, opening an opportunity for influencer marketing. Most global brands either buy TikTok followers or work with the top TikTok influencers to raise brand awareness among young followers. This article presents seven best TikTok marketing case studies to get an insight into influencer marketing on TikTok. Writing such a case study is not an easy task, so people often use services like Bid For Writing for professional help.

Walmart one of the largest bricks and mortar retailers worked with six TikTok influencers for a Black Friday-themed campaign, using the hashtag #DealDropDance. This campaign encouraged the followers to post videos of themselves stating their opinion about the Black Friday savings and how the store made them feel.

This collaboration of Walmart with the six TikTok influencers reached over 17 million followers. It was a highly effective marketing strategy to increase engagement on TikTok. The campaign resulted in both the customers and influencers filming themselves dancing in the aisles of Walmart, hoping to win a $100 gift card.

2. Benny Blanco – Universal Records

The famous US-based singer and songwriter Benny Blanco signed to Universal Records to release their new single 'Graduation'. Looking to get more audience engagement with the song, Benny Blanco partnered with a leading TikTok agency to develop a marketing campaign with the best TikTok influencers.

Their creative idea featured them reminiscing about their school years. They used classic TikTok transitions to show each stage of the school, including the graduation backdrop in the last parts of the video. And the soundtrack was uploaded for the users to make videos on it.

The results with the hashtag #school years generated around six million views with over 81,000 user videos. The influencer's videos have over 15,000 hours of watch time with a 20% increase in engagement rate on TikTok. This challenge became so popular that it continued to grow past the end of the campaign and caused the song to experience about four months of sustained growth.

3. Playfoam Pluffle – Educational Insights

The Educational Insights carried out a TikTok influencer campaign to promote their product – Playfoam Pluffle. They partnered with ‘The Influencer Marketing Factory’, an influencer agency to work with ten relevant TikTok influencers. And their collaboration significantly increased engagement on TikTok. The influencers made videos promoting the product for over four weeks resulting in 2,500,000 video views, 470,900 TikTok likes, 1500 user comments, and 2000 video shares.

4. Ralph Lauren

The popular fashion brand Ralph Lauren made a deal with TikTok influencer Diana Silver to increase engagement on TikTok. Besides this, they tied the campaign with the US Open Tennis Championship that used the popular hashtag #USOpen. This gave Ralph Lauren access to Diana’s followers and to the people who searched for #USOpen.

Now, this was a clever marketing strategy to get maximum exposure. Ralph Lauren got the two audiences together, by using the custom hashtag #Winning RL asks the audience to share how they are winning in real life. This campaign resulted in magnified results receiving 100,000 likes and 600 million views.

Tropico is a juice brand that worked with Upfluence to create a solid influencer marketing campaign on Instagram as well as TikTok. The campaign was called "True Colours" that aimed at increasing engagement on TikTok and Instagram. Tropico targeted the young TikTok influencers to amplify the brand value and image. In this campaign, the influencers made nine TikTok videos to a community of 1.8 million followers resulting in 267,000 video views and 61,000 likes.

6. Target – Vera Bradly

Target also partnered with top TikTok influencer, Victoria Bachelet, in a back-to-school-themed campaign to promote the Vera Bradley self-care products. Here, the influencer shared videos of visiting Target, buying Vera Bradley products, and using them at home to prepare for the new year of school. The purpose of this video was to raise awareness of the collaboration between Target and Vera Bradley's self-care product collection.

7. EA Sports

In recognition of its young and tech-savvy audience, EA Sports used TikTok to promote several of its games. For example, the game Apex Legends which is similar to Fortnight was made popular by the hashtag challenge #apex legends with 546.6 million views. EA Sports collaborated with TikTok influencer, Brent Rivera to a comedy video of himself playing the game. This collaboration doubled the engagement rate with over 900,000 likes. Similar campaigns were run by EA Sports with TikTok influencers to promote games like Plants vs. Zombies and FIFA 20.

TikTok is undoubtedly the most popular marketing platform. And the above seven TikTok marketing case studies show how powerful influencer marketing on TikTok can be. Every successful TikTok marketing case study is based on the expertise, experience, and efficiency of the campaign. Looking at the engagement rate and popularity each campaign got by simply finding the best sites to buy Tik Tok followers , it is definite that TikTok is the best place for promoting your brand especially if your target audience is young.

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Viral Marketing Case Study: Stanley’s TikTok Marketing Triumph

Stanley tumbler viral marketing case study.

In a world where social media can turn a single moment into a global conversation, the power of viral content in shaping brand perception is undeniable. The Stanley Tumbler viral moment was seen when a TikTok video by @danimarielttering captured a remarkable event: her car caught fire, and amidst the devastation, a Stanley tumbler emerged unscathed. Showcasing the product’s durability, the surprising survival story set the stage for an exemplary response from Stanley and produced social media brand success. Exploring the strategic nuances of Stanley’s reaction and drawing parallels with the viral Ocean Spray incident, let’s find key lessons for marketing directors and social media managers, serving as a real-life viral marketing case study.

Leveraging Viral Content

Achieving over 3.1 million views, 1.1 million likes, 102,000 comments, and 52,000 shares, the TikTok video by @danimarielttering quickly captured the internet’s attention. Its extraordinary reach is a testament to the power of viral content in today’s digital landscape. Skyrocketing Stanley’s visibility, the incident highlighted the potential of social media as a platform for organic brand promotion. Similarly, the Ocean Spray TikTok case , where a simple video of a man skateboarding and drinking cranberry juice went viral, demonstrates how unplanned moments can become pivotal marketing opportunities. Both cases underscore the importance of being prepared to leverage unexpected opportunities to amplify brand messaging and connect with a broader audience.

@danimarielettering Thirsty after you catch on fire? @Stanley 1913 is like no problem i gotchu #fyp #carfire #accident #stanleycup ♬ original sound – Danielle

How to Leverage Viral Marketing Moments

Recognizing the unique opportunity presented by @danimarielttering’s video, they quickly reached out with a gesture that was both generous and astute: offering to replace her car. Going beyond standard corporate communication, this move showcased Stanley’s commitment to customer satisfaction and its product’s reliability. It also highlighted the importance of timely and empathetic responses in today’s fast-paced digital world, where brands are expected to engage with their audience in real time. Enhancing brand reputation and setting a new standard for customer engagement, such responsiveness demonstrates how brands can effectively use digital platforms to connect with audiences and build lasting relationships.

Empathy and Authenticity in Viral Marketing

A masterclass in empathetic and authentic brand messaging was displayed by Stanley’s response to the viral incident. By offering to replace the woman’s car, they not only acknowledged the customer’s ordeal but also reinforced confidence in the product’s durability. Deeply resonating with the audience, this human-centric approach reflected genuine care and empathy, qualities highly valued by consumers. In today’s market, where customers increasingly look for brands that align with their values and demonstrate social responsibility, such gestures of goodwill can significantly enhance brand loyalty and trust. Contrasting with traditional marketing tactics, the approach focuses on building a genuine connection with the audience and showcasing the brand’s values in action.

Leveraging User-Generated Content for Authentic Viral Marketing

Highlighted by the incident is the power of user-generated content as a marketing tool. Stanley’s strategic use of @danimarielttering’s experience to showcase their product’s durability is a prime example of how brands can leverage real customer stories to authenticate its claims. Validating the brand’s messaging and fostering a sense of community and customer involvement, the approach is crucial for building brand loyalty in the digital age. Providing a level of authenticity that cannot be achieved through traditional advertising, user-generated content comes directly from the experiences of real customers. Particularly effective on social media platforms, this form of content is highly valued for its authenticity and relatability.

The Ripple Effect of Viral Marketing

Significantly boosted by the viral incident was Stanley’s brand awareness, showcasing the expansive reach and impact of viral marketing. The surge in engagement following its response not only increased the brand’s visibility but also demonstrated the potential of viral moments to enhance a brand’s market presence. Serving as a powerful tool in the digital marketing arsenal, the ripple effect allows brands to reach new audiences and gain exposure in a way that traditional marketing methods cannot match. Recognizing these opportunities and responding in a way that aligns with the brand’s values and resonates with the audience is key.

Social Media Crisis Management

Stanley’s handling of the situation is a prime example of effective crisis management and opportunity seizure. Turning a potentially negative situation into a positive narrative, it not only mitigated any potential damage but also used the opportunity to reinforce the brand’s image. Agility and creativity in crisis management are highlighted by the strategic response, demonstrating how brands can use unexpected situations. Further engaging with the community, the CEO of Stanley created a stitched response on TikTok, showcasing effective leadership and a commitment to open communication.

@stanleybrand #stitch with @Danielle Stanley has your back ❤️ ♬ original sound – Stanley 1913

Brand Responsiveness in Viral Marketing

Likely to have a lasting impact on Stanley’s marketing strategies is this incident, emphasizing the importance of adaptability and readiness to capitalize on unforeseen opportunities. In a rapidly changing digital landscape, brands must be prepared to pivot strategies in response to viral moments, using them as opportunities to enhance a brand image and connect with an audience in meaningful ways.

Offering invaluable lessons in adaptability, empathy, and strategic social media engagement, the Stanley Tumbler incident, paralleled with the Ocean Spray TikTok phenomenon, highlighting the importance of being prepared to leverage viral moments for brand success. 

Social Media Viral Marketing Response Checklist

  • Monitor Social Media Regularly: Stay alert to potential viral moments.
  • Act Quickly: Time is of the essence in responding to viral content.
  • Show Empathy: Humanize your brand with a compassionate approach.
  • Leverage User-Generated Content: Use authentic customer experiences in your messaging.
  • Maintain Authenticity: Ensure your response aligns with your brand values.
  • Engage Directly: Use social media platforms for direct interaction with your audience.
  • Evaluate Impact: Assess the response and adapt your strategy accordingly.

Q: How important is the speed in responding to a viral moment on social media?

A: Speed is crucial. A timely response can capitalize on the moment’s momentum and maximize its impact.

Q: Can any social media viral content be beneficial for a brand?

A: Not all viral content is beneficial. Brands must assess each situation carefully to ensure alignment with their values and public image.

Q: How can small brands leverage social media viral moments?

A: Small brands can leverage viral moments by being agile, authentic, and engaging directly with their audience to build a strong community presence.

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Insights > Digital & technology

Quantifying the impact of tiktok advertising, 2 minute read | april 2022.

The popular video-sharing platform TikTok has exploded onto the scene in the last few years. Now available in over 155 countries, the platform has seen tremendous growth within the Middle East region for engaging entertainment and inspirational content.

In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s  Marketing Mix Modeling  solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

tiktok advertising case studies

Additional ROAS by running > 1 ad formats

TikTok Total ROAS

Retail Sales Revenue Per Dollar Spent

Higher ROAS when running in-feed ads for higher no. of weeks on air

Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver.  A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level. 

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Case Study | Beauty Industry

Creators' power: inside rare beauty's 98% tiktok ad conversions.

The beauty brand leverages Dash Hudson’s TikTok Insights to maximize the impact of a celebrity founder while building a scalable, high-performing community of creators.

Creators' Power: Inside Rare Beauty's 98% TikTok Ad Conversions

Discover how Rare Beauty uses Dash Hudson’s TikTok Insights to:

  • Measure the performance of different styles of content on TikTok to understand what’s working and why
  • Understand which creators resonate most with their customers
  • Maximize how and when to tap into its celebrity beauty brand founder
  • Identify trend traction to constantly refine their content strategy to drive greater engagement

Dash Hudson Products Used

tiktok advertising case studies

Rare Beauty's Challenge

Selena Gomez’s Rare Beauty was founded with a mission to destigmatize mental health and celebrate individuality by redefining what “beautiful” means. To take advantage of the authentic, storytelling nature of TikTok, Rare Beauty highlights Selena’s personality, as well as those of creators who love, and genuinely use its cosmetics. Despite the powerhouse of talent on its roster, the rapid pace and viral nature of the channel means Rare Beauty must constantly refine its content strategy. With Dash Hudson’s TikTok Insights , the team combines their social media savvy with enhanced access to data to drive brand success.

Optimizing the Time and Impact of Founder Talent

While Rare Beauty reaps the benefits of having a famous founder as the face of its brand, the team also recognizes the power of its burgeoning creator community. To strike the right balance, the brand leverages Dash Hudson’s TikTok Insights to measure key performance metrics such as average time watched, engagement rate, reach, and Entertainment Score in order to understand how different styles of content perform. This helps the team identify the optimal moments in which to feature Selena, and it’s working—videos featuring the brand’s founder receive on average, 211% more video views than the brand’s typical engagement rate.

@rarebeauty Meet #PerfectStrokes Universal Volumizing Mascara. Available on RareBeauty.com & @sephora on 8/30. #rarebeauty #mascara #newproductalert #selenagomez ♬ original sound - Rare Beauty

Quantifying Top Creator Content

Rare Beauty has also found success by collaborating with creators from its TikTok community on content ranging from makeup tutorials to mental wellness tips. Leveraging data from the Your Posts tab of the Dash Hudson platform enables the Rare Beauty team to identify the highest performing creators along with which styles of content keep viewers tuned in. On average, these creator highlights on Rare Beauty’s TikTok see a 16% longer watch time , indicating viewers find this mainly educational style of content valuable and engaging.

tiktok advertising case studies

"Creator driven content continues to perform well for us and we see the impact of the platform throughout the customer journey. For us TikTok is about entertaining, deepening our connection with the community, and making people feel good. Which aligns with our brand’s mission of creating makeup made to feel good in, without hiding what makes you unique." Ashley Murphy, Senior Director, Consumer Marketing

Maximizing Paid Campaign Conversions

The Rare Beauty team also sees impactful business results from their paid initiatives on TikTok. In alignment with its organic strategy, the team works with its advertising agency Booyah to share both Selena and creator content as ads. Ads featuring Selena are an important part of Rare Beauty’s awareness strategy, and drive 770% more average video views to completion than the brand’s other ad content. 

Creator ads, on the other hand, are highly effective in achieving Rare Beauty’s conversion goals, suggesting that audiences are influenced by content featuring educational aspects and a diverse range of voices. Though these videos achieve a lower view rate than videos featuring Selena, the brand’s TikTok creator ads drove almost 98% of recent ad campaign conversions , indicating a high intent to buy from viewers. 

@rarebeauty #rareroutine by @diamondalicia_ ✨ #rarebeauty #easymakeup #summermakeup #simplemakeup #makeuproutine #rarebeautyblush ♬ Lo-fi hip hop - NAO-K
"Rare Beauty finds that user-generated content performs the best, as it allows the user to feel like they have a friend in their pocket. Yes, Rare Beauty has the power of Selena behind them, but we continue to learn that you don’t need a high-profile celebrity or influencer for successful marketing on TikTok. Instead, discover relatable individuals or influencers to your target demo." Kara Cascio-Mariana, Account Director at Booyah Advertising

What We Can Learn From Rare Beauty’s TikTok Strategy

Build creator partnerships, identify relatable creators, entertain and educate, maximize dash hudson tools to drive business roi.

  • Use TikTok Insights to measure meaningful metrics like average time watched, engagement rate and reach to understand which styles of content perform best
  • Track data inside Your Posts to see which creator partnerships and types of content are the most powerful for your brand ‍
  • Tap into Trending Sounds to understand what’s working and why
  • Leverage our proprietary Entertainment Score to see how entertaining and engaging your content truly is

tiktok advertising case studies

More Success Stories

tiktok advertising case studies

The Only Social Platform Marketers Need To Succeed and Scale

IZEA

Get Inspired With These TikTok Marketing Strategy Case Study Examples

tiktok advertising case studies

Looking for a TikTok marketing strategy case study to inspire your next campaign? You’re in luck: Here are several examples of our collabs. These real-life examples show how brands can harness the power of TikTok. Let’s explore the creative ways IZEA campaigns have made a splash on this influential platform.

TikTok marketing strategy case studies

For this campaign, we partnered with creators to share how easy it is to pick up their favorite flavors in stores and use the f’real machines to DIY their milkshakes. These creators shared 10 videos, capturing millions of views and reaching nearly 12 million followers. Here is what these creators did to successfully boost engagement among their Gen Z TikTok audiences. 

Angelica Pham took her 1.1 million followers along with her as she went to a store to try the trending f’real machine. By vlogging her experience of creating her desired milkshake thickness and choosing a delicious flavor, her video earned 63.6% engagement rate on TikTok.

@angelicapham How did I JUST find this out?!? #ad @therealfreal #freal https://lnk2.io/wMCX4DS ♬ Rip it, Sip it, Blend It - F'Real

Carter Gallo created a step-by-step vlog of how to create a f’real milkshake in a way that grabbed the attention of his 1.1 million followers.

@cartergallo You guys have to give it a try!!! #ad @therealfreal #freal https://www.freal.com ♬ Rip it, Sip it, Blend It - F'Real

Working with younger influencers like these creators to tap into the minds of other Gen Z TikTok users is an effective way to boost engagement rates, awareness and traffic.

Bondi Sands

Bondi Sands, an Australian beauty brand, partnered with IZEA for two campaigns promoting its Eye Spy Brightening Eye Cream and Sunny Daze Hydrating SPF 50 Moisturizer. The first campaign involved 51 beauty creators across the globe. The second campaign, focusing on the U.K. market, involved 60 creators and reached millions of viewers and engagements. IZEA’s Flex influencer marketing platform was instrumental in facilitating these successful campaigns.

Beauty influencer Mikai showed her 22K TikTok followers side-by-side comparisons of her skin before and after applying the Eye Spy Brightening Eye Cream. Her video showed how the affordable product was also highly effective. 

@mikaimcdermott AD: instantly brighten with Eye Spy! @Bondi Sands @Boots UK #bondisands #bondisandsskincare ♬ original sound - Mikai

Sparkling Ice

In another TikTok campaign, we partnered with Sparkling Ice and a variety of athletes to show how Sparkling Ice’s refreshing carbonated drinks help college athletes stay cool off the court. We timed the campaign to run during one of the most significant events in college athletics: the NCAA’s basketball tournaments. Our athletes’ content was a slam dunk — with a 66.35% engagement rate and more than 525K engagements overall.

@angelreese10 #ad As an athlete, I care about my body. Glad I have a variety of @sparklingice zero sugar sparkling water flavors #FlavorCrew #SparklingIceMadness 💦🥤 ♬ Forever - Labrinth

When looking for younger creators with a fresh feed that grabs the attention of Gen Z users, chat with our Managed Services experts to plan a strategy that resonates with the audience.

Influencers:

Looking to partner with industry-leading brands? Create your free profile today .

The world’s biggest brands trust IZEA’s influencer marketing software and managed solutions . Find out which solution is right for you. 

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Insights From the TikTok Trends Report for 2024

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Max, transforming from Facebook Ads expert to TikTok pioneer

Meet Max, a seasoned Facebook Ads expert with 5+ years of experience, who embarked on an exciting journey to conquer TikTok Ads. Max initially ventured into TikTok advertising by scaling dropshipping stores and promoting his own brands.

Objectives

a multifaceted strategy to scale efficiently

tiktok advertising case studies

Invaluable TikTok Ads Expertise: Lily, our TikTok Ads specialist, played a pivotal role in Max's transformation. She shared a wealth of TikTok Ads tips, offering insights and expertise honed through numerous successful campaigns. By delving into real-world case studies, Mega Digital equipped Max with the knowledge and strategies needed to optimize his ads effectively.

Whitelisted Features for Optimal Performance: To supercharge Max's advertising endeavors, Mega Digital ensured that his Ads Accounts gained access to TikTok's exclusive Whitelisted Features. These features provide a competitive edge by unlocking advanced functionalities and unique opportunities that are typically reserved for trusted and high-performing advertisers. This strategic move not only boosted Max's campaign performance but also positioned him as a top-tier advertiser on TikTok.

Weekly Metrics Evaluation for Precise Guidance: Lily, in tandem with the Mega Digital team, conducted weekly in-depth evaluations of key performance metrics. This meticulous analysis provided a comprehensive understanding of Max's Ads Assets' performance.

Streamlined Collaboration through Customized Tools: In a bid to enhance collaboration efficiency, we devised a customized spreadsheet exclusively for Max. This specialized spreadsheet not only facilitated Max's participation in the MD Affiliate Program but also served as a centralized hub for collaboration with his media buyers.

Max's TikTok Advertising Journey with Mega Digital

Our result media

Drive exceptional results with TikTok Ads

What customers saying

I would like to express my sincere gratitude to the Mega Digital agency for their invaluable support in establishing and launching the TikTok media buying team and comprehensive dropshipping courses. The collaboration has been instrumental in leveraging my 5+ years of Facebook Ads expertise to explore new avenues and reach a wider audience. The agency's commitment to excellence, strategic insights, and technical prowess have significantly contributed to the success of the courses. I commend the Mega Digital agency for their professionalism and dedication to our shared goals. Looking forward to continued success and growth in our partnership.

Teddy TikTok Case Study

$1,000+ monthly Ad Spent/Account

Teddy, an adaptable Z dropshipper who had his own e-commerce store at the age of 20, gained large revenue after the first two months of launching on TikTok with Mega Digital.

Mr.S Case Study

$10.000 monthly Ad Spent/Account

Mr. S – a Ted Talk speaker who has been running his own Marketing company for nearly a decade. After 1-year working with Mega Digital, he is able to manage their team smoothly and develop his business as one of the biggest Marketing companies in Iraq.

max tiktok case study

$35.000 monthly Ad Spent/Account

Max – a 5-year Facebook Ads expert, started scaling dropshipping stores and his own brands on TikTok. After 9 months of working with Mega Digital, Max has successfully built his own TikTok media buying team & first launched his courses on guiding to do dropshipping.

Let’s talk about your growth journey!

tiktok advertising case studies

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The best ad practices for Facebook, Snapchat, or even Instagram Reels won’t convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We’ve analyzed TikTok’s new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.

Use a nurtured account strategy.

  • A nurtured account strategy is TikTok’s name for focusing on upper-funnel conversions and moving down the funnel.
  • TikTok advised using one ad account per region (TikTok doesn’t define what it means by region, but we interpret this as by language or by continent) and using it to create all campaigns so everything is hosted under one profile.

Set up campaigns for success.

  • Each campaign should include three to five ad groups, TikTok said. ad groups define placement, creative type, audience, budget, schedule, and bidding method for a campaign.
  • The guide suggested using campaign budget optimization—which optimizes budget at the campaign level rather than the ad group level—when working with more than two ad groups that have different goals.
  • It also suggested operating with a daily budget instead of a lifetime budget for each campaign.
  • After campaigns are set up, advertisers should allow one to two days to observe KPIs before scaling, TikTok noted.

Evaluate bidding strategy. TikTok supports two recommended strategies:

  • Maximum delivery is spend-based bidding, which is useful for achieving volume goals.
  • Cost cap is goal-based bidding, which is useful for upper-funnel advertising. Cost cap is beneficial when cost per action (CPA) is more important than the number of conversions.

Take advantage of the learning phase.

  • TikTok’s first ad delivery stage is a learning phase. Its tech targets different consumers to determine the most relevant audience.
  • The learning phase ends when ad groups achieve 50 conversions.
  • TikTok advised using 20% or less of a campaign’s budget during this phase and avoiding changes to budget, bidding, targeting, or creative assets. (Major changes down the road can also retrigger the learning phase.)
  • Ad groups may struggle to exit the learning phase if targeting is too narrow. TikTok suggested avoiding narrow targeting unless it makes sense for a specific need, such as reaching certain ZIP codes.

Put your best creative forward.

  • Each ad group should contain three to five creative assets. Too many will result in a few overperforming and may cause ad fatigue.
  • Videos should not be below 720p, according to TikTok. They should be vertical, include sound, and be between 21 and 34 seconds.

Optimize ad content.

  • TikTok suggested varying ad groups to compare performance of creative.
  • It also emphasized the importance of partnering with creators for ad campaigns.
  • And TikTok suggested editing videos, either with its own CapCut software or with a third-party software or agency.

Avoid ad fatigue.

  • Ad fatigue happens when ads have a high frequency but low reach.
  • TikTok offers a fatigue index, which measures daily changes in CPA, reach, and performance. An index of 0.6 or above suggests ad fatigue.
  • Counter fatigue by refreshing ad creative, even if that just means updating captions.
  • Expanding audience targeting can also alleviate fatigue by showing the ad to new users.

Evaluate your attribution and measurement strategies.

  • TikTok emphasized a holistic attribution strategy that analyzes clickthrough attribution (i.e., when an ad gets clicked) and view-through attribution (i.e., when an ad is viewed but not clicked).
  • For further measurement, TikTok suggested using post-purchase surveys and conversion lift studies, which can analyze how an ad performs compared with a campaign’s goals and how upper-funnel content performs compared with lower-funnel content.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here .

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clock This article was published more than  1 year ago

The new TikTok trend is convincing people not to buy things

'deinfluencers’ built a following because of their authentic product reviews. now brands want to work with them..

Alyssa Kromelis was scrolling on TikTok in late January, enthralled by the number of people giving candid reviews of products they view as being overhyped by the army of paid influencers on the app.

“Wow, I really like this,” she recalled thinking of the phenomenon creators were calling “deinfluencing” because “I am the type of person that will buy something, and if it really sucks, I will be very vocal about it.”

So, the 26-year-old from Dallas made her own video — with her own unfiltered takes on top-shelf haircare, skin care and makeup products — and TikTok users loved it. Her first post has racked up more than 804,000 likes and about 5.5 million views.

The trend signals that traditional influencer marketing — a $16.4 billion industry last year — has reached an inflection point, experts say. Younger consumers increasingly see through the influencer-brand partnerships, calling companies out for going too far, and creators for prioritizing money over authenticity and promoting overconsumption.

“It’s in direct response to the overwhelming number of influencer-promoted products,” said Brendan Gahan, a partner and chief social officer at ad agency Mekanism. “The hashtag #tiktokmademebuyit has become synonymous with TikTok because of its overwhelming ability to push new products and drive sales.”

It also comes in an era of high inflation — which cooled to 6.4 percent in January compared to last year — that has forced shoppers to be thriftier and savvier. Policymakers and economists closely monitor consumer spending, which powers more than 70 percent of the economy. Retail sales were up 2.3 percent in January from the month before, a sign that consumers remain resilient even as prices stay elevated.

But they’re also carrying more credit card debt, which surged 18.5 percent to a record $930.6 billion in the fourth quarter of 2022, according to credit reporting agency TransUnion .

The idea that deinfluencing could lead to less consumption is already fading. Instead, it’s adapting, according to Ronnie Goodstein, a marketing professor at Georgetown University. Many of its adherents change course quickly and begin offering alternatives for the items they tear down. Some are even dipping into sponsored content, including Kromelis — she recently posted an ad for a perfume company.

“I think that the deinfluencers are going to get such a following because negative information is believable, so they’re going to get the believability ratings that the influencers used to get,” Goodstein said. “So the deinfluencers’ influence is going up and the influencers influence is going down.”

Deinfluencers are the new influencers

Deinfluencing isn’t new, according Heidi Kaluza, a sustainable fashion influencer in Seattle with nearly 50,000 TikTok followers . Content creators in certain corners of the internet have been talking about the dangers of fast fashion and overconsumption for years. But the value of honest product critiques shifted when the deinfluencing trend picked in late January.

“There’s now virality in that — it’s been determined as a valuable piece of content,” the 36-year-old said. Before, creators who made these kinds of videos were called “haters” in their comments. “There simply was no space for people to give their true opinions.”

The authenticity identified with deinfluencers has given them more social cachet, so brands have to adapt, according to Gahan, the executive at Mekanism. Companies need to rethink their strategies — such as thoroughly researching and vetting potential influencer partners and establishing longer-term deals, he said.

“If I’m a brand, I don’t want to get in hot water for some creator doing something that it’s just going to put a negative spotlight on us,” Gahan said. “I’d rather work with somebody who has really built that trust or rapport and is not going to do something that’s going to create a bunch of legal headaches.”

But some companies have taken a different approach. Elle Grey said some of the brands she discouraged her followers from buying asked whether she’d give them another chance. She said she declined with a “thank you, but no thank you.”

Goodstein predicts some brands will go further and offer to pay influencers to not talk about their products.

“Detractors are costing brands a lot more money than promoters bring in,” he said. “People believe negative information more than they believe positive information, so that the deinfluencers are going to have a bigger impact on the marketplace than influencers do.”

Deinfluencers should also be thoughtful about who they partner with, Goodstein added.

Grey, 25, is acutely aware of this. Brands started reaching out soon after she began posting her reviews. But she is careful of whom she partners with because she doesn’t want to undermine the trust she built with her 11,000 TikTok followers .

“Unless I bought something with the brand with my own money and have used it for a long period of time, I wouldn’t work with them in general,” said Grey, who splits her time between New York and San Francisco.

Claire Wenrick, a content creator and coach in New York, often works with aspiring influencers who are looking to make it their full time jobs. Now, she warns them that the old way of accepting any and all sponsorships no longer flies. TikTok users are less tolerant of creators constantly pushing product or their affiliate links like an Amazon storefront.

“You have to build a community that knows you, likes you and trusts you,” said Wenrick, 24, otherwise no one will care about their content — especially their ads.

From Hollywood to anyone with a phone

Goodstein isn’t surprised by the quick-turn in public opinion on influencing. Advertising has a life cycle, he said. The digital marketing strategy of using a person with a certain following to represent or promote a brand predates the social media boom — and it’s a story of cyclical ups and downs spurred by an everlasting desire for authenticity.

It started in Hollywood, where celebrities were the first to sway spending decisions, said Jenna Drenten, a marketing professor at Loyola University Chicago who studies digital consumer culture.

“Celebrities were very curated and created this persona that we as consumers had no choice but to accept, because that’s the only thing that there was,” she said.

But the celebrity endorser was usurped by the rise on social media, where everyday people could offer intimate snippets into their lives or earnest opinions about their purchases. Platforms such as YouTube and Instagram not only obfuscated the traditional gatekeepers of fame, but redefined what fame was in the first place. Now anyone was able to accumulate a large, far-reaching following and build trust with an audience.

Brands took notice of the shifting dynamics and invested millions into marketing their products with influencers on YouTube and Instagram, Drenten said. The strategy was a less expensive and more authentic step forward, she added.

“Suddenly now the consumers were the brokers of attention rather than the Hollywood power brokers,” Drenten said. “This desire for authenticity emerged because we were given the option. Social media gave us another choice.”

But this generation of influencers took a hit right before the pandemic, as social media users grew tired of the perfectly filtered, edited and coifed aesthetic, Drenten said. The space was saturated and consumers once again craved authenticity.

TikTok opened a new wave of influencers. Its unique algorithm, which shows users an endless stream of preference-based videos, made it even easier for anyone to gain a following. The app also feels more intimate despite its more than 1.5 billion monthly users worldwide who can easily interact with influencers through the comments section or by reacting or replying with their own videos.

All of these aspects combined have turned TikTok into a product-pushing ecosystem. Commerce is so enmeshed in the app that half of users turn to the platform to research a new product or brand — and shoppers are nearly twice more likely to buy directly from TikTok than other platforms “because it’s entertaining,” according to Mekanism data.

Nowadays, nearly 75 percent of marketers use influencer marketing to promote products — a number projected to reach 89 percent by 2026, according to data from Mekanism. The industry has grown nearly tenfold in the past six years.

But similarly to the saturation point that Instagram reached around 2018, the tides in TikTok have turned. The “straw that broke the camel’s back,” said Drenten was the January meltdown ignited by a sponsored post for a mascara, when Mikayla Nogueira, a beauty influencer with 14.4 million followers, was accused of wearing fake eyelashes in a sponsored post for L’Oréal’s Telescopic mascara in late January. Around the same time, makeup brand Tarte sent a group of TikTok stars to Dubai on an “influencer trip,” during which the creators routinely posted videos endorsing its products.

Nogueira, who didn’t immediately respond to a request for comment from The Post, has not addressed the backlash — instead following up what was deemed “mascaragate” with three Valentine’s Day-themed posts a week later.

Consumers are “now saying ‘wait a minute, we see what you’re doing, that the influencers and the brands are in bed together and we don’t like it. We’re the ones that are getting shafted because we don’t know what to believe,’” Drenten said.

It was a realization that TikTok’s “authenticity isn’t always authentic,” Goodstein said. And it ignited a push against the deluge of product recommendations, try-on hauls and overall consumption inducement on the app.

A ‘flash in the pan’?

Even as deinfluencing has renewed calls for authenticity from influencers and broader awareness about overconsumption, its staying power remains to be seen.

“When I first saw it, I genuinely could not be happier,” said Jess Clifton, 26, a content creator from Bentonville, Ark., focused on sustainability. “I am absolutely in love with TikTok — I think it’s the funnest social media ever — but the overconsumption that is generated on it is truly terrifying. … Every single product in our home now is a trend on TikTok, and it’s been really concerning to me.”

It didn’t take long for Clifton to feel dejected. The once “wholesome” trend, as she called it — that for a time was helping people declutter their drawers and reevaluate their need for multiple blushes and eye shadow pallets — has now done a full 360. Now, it is all about the “dupes” (a cheaper, similar product) or “buy this not that.”

“It’s just so disheartening,” Clifton said. “How did TikTok even find a way to take the most genuine trend and still spin it toward overconsumption? It’s wild. Like, Bravo! You did it.”

Wenrick, the influencer coach, said she found the shift somewhat amusing — these creators were “bashing on influencers and at the same time, you’re making a very influencer-like video, like giving your opinions on products and influencing people to either buy or not buy something.”

But the change isn’t that surprising, said Shanna Battle, a city employee in Richmond and part-time content creator with nearly 56,000 TikTok followers . It’s logical that people watching deinfluencing videos will want to know what products are worth buying instead. People also crave the “dopamine hit” that comes from shopping, said spending coach Paige Pritchard .

“We get the same release of dopamine when we buy something as we do when we eat sugar or drink alcohol,” Prichard said. “But when we’re specifically talking about social media, I think that really what gets us is the fact that we’re following these people who are really just showing us a highlight reel of their life.”

Still, deinfluencing has opened doors for TikTok users to better understand how influencing works and opened opportunities for content creators to be more purposeful about how they monetize their audience, Kaluza said.

“Consumer needs and wants are changing,” she said. “And that’s also going to open up enough space for influencers like, I think, myself who can work with brands from an awareness perspective and educational perspective.”

Kaluza recently partnered with For Days, a recyclable clothing company. Clifton, who has almost 278,000 TikTok followers , said she does a lot of concept marketing, such as working with a nonprofit to explain a climate bill.

Even with this new cultural push, the traditional influencer will still exist, Battle, 40, said, because there “are always going to be people who want to be told what to do.”

Despite the trend starting a new life cycle of marketing using some old techniques, Kaluza is optimistic that deinfluencing and the importance of authenticity and conscious consumerism isn’t going away.

“I think this is the beginning of something,” she said. “I don’t think that this is a flash in the pan.”

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social media benchmarks cover

[STUDY] 2024 Social Media Benchmarks: Performance Data Across 22 Industries

Elena Cucu

With the constant changes happening in the social media scene, data is more important than ever when it comes to creating an effective marketing strategy.

As any marketer knows, benchmarking has a crucial role in evaluating a brand’s social media performance and gaining insights that can be leveraged to align a company’s social strategy to the latest trends to increase its visibility.

So, without further ado, we’re presenting you the latest social media benchmarks for Facebook, Instagram, TikTok (and even a bit of Twitter) across several of the most active industries on social. And this year, we’ve added a little extra - some industry benchmarks by regions as well.

Let’s dive in!

Social media benchmarks for 2024:

A. Social media engagement benchmarks: key insights B. Social media benchmarks by platform

C. Social media benchmarks by industry

1. Airlines: social media engagement benchmarks 2. Arts & Crafts: social media engagement benchmarks 3. Automotive: social media engagement benchmarks 4. Alcohol: social media engagement benchmarks 5. Beauty: social media engagement benchmarks 6. E-commerce: social media engagement benchmarks 7. Education: social media engagement benchmarks 8. Fashion: social media engagement benchmarks 9. FMCG - Beverages: social media engagement benchmarks 10. FMCG - Food: social media engagement benchmarks 11. Home & Living: social media engagement benchmarks 12. Hotels & Accommodation: social media engagement benchmarks 13. Healthcare: social media engagement benchmarks 14. Jewelry: social media engagement benchmarks 15. Magazines: social media engagement benchmarks 16. Media: social media engagement benchmarks 17. NGO: social media engagement benchmarks 18. Retail: social media engagement benchmarks 19. Software: social media engagement benchmarks 20. Sports & Outdoors: social media engagement benchmarks 21. Telecom: social media engagement benchmarks 22. Travel: social media engagement benchmarks

D. Social media benchmarks and best practices according to experts E. Methodology

A. Social media engagement benchmarks - key insights

  • TikTok’s engagement rate by followers stands at an average of 2.65% and an average engagement rate of 4.07% by views.
  • Engagement drops on TikTok get higher and higher, with last year scoring a 35% decrease in the engagement rate by followers and a 20% decrease in the engagement by views.
  • From an engagement rate standpoint, the education industry is the best-performing one on TikTok.
  • Instagram’s engagement has remained flat over the last year, scoring an average of 0.70%.
  • Education also makes for the most engaging industry on Instagram.
  • Facebook’s engagement rate is located at an average of 0.15%, while the arts & crafts industry gets the highest engagement values.
  • European Nordic countries have a higher presence and engagement on Instagram and Facebook compared to native English countries such as the US, UK or Australia.

B. Social media benchmarks by platforms

Depending on the vertical of their business, some brands have an easier time communicating with their audience than others.

Simply put, specific audiences can be more or less responsive and engaging on social depending on the business industry.

To understand every social platform’s potential benefits for your brand, you need to benchmark social media engagement rates across all the important channels, altogether with industry-specific data.

Moreover, leveraging a YoY comparative analysis is desirable, as it emphasizes the trends that you need to take into consideration when establishing your future social strategy direction and goal setting.

social media engagement rate benchmarks

While certainly, every marketer is aware that TikTok is the social platform that reigns in terms of engagement nowadays, data has indicated it also scores higher and higher engagement drops.

social media trends and benchmarks for 2024

Located at an average of 2.65% in 2024, TikTok’s engagement rate (calculated by followers) has lowered by 35%, replicating Instagram’s decreasing engagement path over the past years.

Speaking about Instagram, according to our engagement benchmarks data, it seems the platform’s average engagement rate has reached a flat line, scoring a 0.70% value once again.

Similarly, Facebook’s engagement rate also remains flat, registering an average of 0.15%, followed by Twitter, which ranks last, with an average Twitter engagement rate of 0.05%.

This means that brands whose stats fall beneath these scores need to put a lot more effort into their social media strategies than industries from more engaging verticals, as well as manage their expectations when it comes to results.

How do we calculate the engagement rate on TikTok?

TikTok engagement rate is calculated as the sum of likes, comments, shares, and saves on the post divided by the total number of posts. The result is then divided by the total number of followers and multiplied by 100.

When we’re talking about a video platform, there’s also another way of calculating the engagement rate on TikTok.

The engagement rate on TikTok can be calculated as the sum of likes, comments, shares, and saves divided by the number of posts and then all divided by views.

We decided to adopt the first approach to have similar pillars of comparison when looking overall at all the social media platforms analyzed.

PS: Calculated based on video views, TikTok’s engagement rate records an average of 4.07%, scoring a YOY decrease of 20%.

Social media industry benchmarks for TikTok

As new platforms or features arise from year to year, from an engagement rate perspective, the social media landscape gets hit by a series of changes. And TikTok’s decreasing engagement path stands for the best proof.

When doing your social media performance analysis and future predictions, it’s very important to put your data into context and to compare your engagement rates to the platform’s average values within your industry.

So, moving forward with our inquiry of digging up the latest TikTok performance trends, we’ve also peeked at TikTok’s average engagement rate within several industries.

A most noteworthy insight revealed by the data was that, at the moment, the education industry is the best-performing one on TikTok, reaching an average engagement of 4.90%.

tiktok engagement rate benchmark by followers

However, given that TikTok is a platform where views weigh more than the follower count and that its algorithm calculates the engagement based on the views metric, we also took a peek at how these industries’ engagement rates stand when measured by video views.

tiktok engagement rate benchmark by video views

Social media industry benchmarks for Instagram

Industries like fashion, beauty, or retail are known for being heavy investors in Instagram marketing . However, this doesn’t necessarily imply these are also the top-performing ones.

Actually, according to our industry benchmarks for social media, the mentioned sectors are among those that fall below the platform’s average values in terms of engagement .

Truth be told, Instagram is far from what it used to be back in the day from an engagement perspective, which only implies more challenges for marketers in getting their audience’s attention.

On the other hand, for brands within certain business lines leveraging Instagram marketing, there is also some good news.  

With an Instagram engagement rate of 1.40%, which is double compared to the platform’s average, the education industry is a great source of inspiration for brands looking to step up their Instagram strategies.

As per our social media benchmarks by industry, the other two sectors that are mastering the Instagram marketing game are NGOs and airlines, hitting an engagement rate that exceeds 1.00%. So, definitely, not all hope is lost.

instagram engagement rate benchmarks

Social media industry benchmarks for Facebook

Despite registering significantly lower engagement values compared to TikTok, for example, Facebook still remains one of brands’ most used social media platforms to boost loyalty and sales.

The effort put by many companies in their Facebook marketing strategies is most noticeable when looking at engagement benchmarks across multiple sectors.

While the arts & crafts industry is the best-performing one on Facebook, having an engagement rate of 0.42%, it’s impressive that many industries top the platform’s average values.

facebook engagement rate benchmarks

Because we know how much experience weighs in the creation of a successful social media plan, both when it implies copywriting tasks or rather more strategic skills, we love to blend the quantitative data with some qualitative insights.

Ann Handley - digital marketer and content expert, told us that: “2024 is about recognizing that social media's superpower lies in its ability to help us build more sustainable relationships”.

Therefore, by looking at social media as a relationship-builder tool, brands should put a greater emphasis on primarily offering value to their customers rather than having a sales-oriented approach.

To get inspired to create more customer-centric content, brands could look at several industries that have sparked good social media engagement and start leveraging some of the strategies identified as effective.

Airlines: social media engagement benchmarks

airlines engagement benchmarks

For a long time now, airlines have been rocking it on social media, registering above-average engagement values across all the networks.

However, when it comes to social media, nothing is set in stone, as platforms and trends come and go. That, too, is the case of the airline’s industry and its incredible TikTok engagement rate .

According to our social media industry benchmarks data, TikTok’s overall engagement drop has had a significant impact on this industry’s average engagement values.

Surprisingly enough, in 2024, the airline industry scored a TikTok engagement rate that’s below the platform’s average - reaching only 2.30%.

On Instagram, on the other hand, this particular business sector achieved above the average stats, with a 1.00% average Instagram engagement rate and a Facebook average engagement rate of 0.30%.

Now, because we wanted to take our analysis of benchmarks for social media one step further, we turned our attention to a regional-level engagement exploration around Instagram and Facebook.

airlines regional engagement benchmarks

Arts & Crafts: social media engagement benchmarks

arts & crafts engagement benchmarks

Despite TikTok offering greater engagement potential compared to other social platforms, many business verticals are having a hard time finding a content strategy that would spark the users’ desire to connect with a brand.

While TikTok’s engagement has severely dropped over the last year, as already seen, the rank the arts & crafts industry recorded is unexpectedly low, having an engagement rate of only 1.27% on average.

However, the engagement rates achieved on Instagram and Facebook, which are above the platforms’ average, highlight the importance of leveraging the networks where your target audience is.

To wrap things up with this industry’s social media benchmarks, here are the average engagement rates across the other social platforms:

  • 0.82% average engagement rate on Instagram;
  • 0.42% average engagement rate on Facebook

arts & crafts regional engagement benchmarks

Automotive industry: social media engagement benchmarks

automotive industry engagement benchmarks

As per our social media industry benchmarks, the automotive industry falls within those business lines that faced an engagement drop that led to above-the-average values on TikTok, scoring an engagement rate of only 1.40%.

On Instagram, the automotive industry also records an engagement rate of 0.77% on average, while on Facebook, the average engagement rate stands at 0.28%.

As for more in-depth industry benchmarks for social media, let’s take a look at some regional data as well, in the chart below.

automotive industry regional engagement benchmarks

Alcohol: social media engagement benchmarks

alcohol engagement benchmarks

In this social media benchmarks analysis, the alcohol industry makes for an interesting case, given that it is the only business line that did not register a decrease in the average engagement rate on TikTok.

In terms of social media engagement, at the moment, this business sector achieved the following rates:

  • a 2.50% average engagement rate on TikTok;
  • a 0.80 % Instagram average engagement rate;
  • a 0.38% average engagement rate on Facebook.

alcohol regional engagement benchmarks

Beauty: social media engagement benchmarks

beauty engagement benchmarks

While obviously, some industries invest more in social media compared to others, especially given the constant algorithm changes, there’s certainly no guarantee of success, regardless of the business sector.

One of the best examples is the beauty industry, which is known to invest heavily in social media marketing.

When looking at social media engagement benchmarks for the beauty sector, we noticed that on all social networks, the engagement rates registered were below the platform’s averages.

As far as engagement goes, the beauty industry scored an average engagement rate of only 1.30% on TikTok, an average engagement rate of 0.35% on Instagram, and a 0.13% Facebook average engagement rate.

beauty regional engagement benchmarks

E-commerce: social media engagement benchmarks

e-commerce engagement benchmarks

For e-commerce brands, besides being a great tool for brand awareness , social media is equally extremely powerful for sales and loyalty generation, and therefore, strategy optimization becomes key.

However, this doesn’t mean e-commerce brands should poach their social media audiences with hard-selling communication approaches. Remember, today’s audiences don’t want to be sold to anymore.

In such a highly growing market, generated by the continuously increasing online shopping affinity, putting their own data into context by leveraging social media engagement benchmarks, brands can identify ways to level up their performance and therefore, boost their sale volume as well.

Given that the e-commerce industry registered an Instagram engagement rate of 0.50% and a Facebook engagement rate of 0.09%, both values being lower than the platform’s averages for brands within this sector, it’s recommended that they reconsider their strategies.

With authenticity being the go-to approach that offers results on social nowadays, e-commerce businesses should focus on creating more personalized experiences for their customers.

e-commerce regional engagement benchmarks

Education: social media engagement benchmarks

education industry engagement benchmarks

The education industry is the one that reigns supreme when it comes to social media engagement, in both TikTok and Instagram’s case, registering significantly greater values than the platforms’ average.

However, similar to other industries, the education industry has also faced some fall downs in its TikTok engagement rate, being now located at an average of 4.90%, registering a 25% decrease YoY.

On Instagram, the education industry’s average engagement rate goes up to 1.40%, while on Facebook, the sector’s average engagement rate reaches only 0.13%.

education industry regional engagement benchmarks

Fashion: social media engagement benchmarks

fashion engagement benchmarks

Registering an average TikTok engagement rate of 0.85%, the fashion industry is the least-performing sector on this platform, and not only.

From an engagement rate standpoint, brands within this sector have recorded average values that are below the platform’s standards, having an engagement rate on Instagram of 0.28% on average and a 0.09% average Facebook engagement rate.

A reason for these low numbers might be the brands’ within this industry's hard push on selling rather than focusing on creating valuable or entertaining content, and therefore lacking authenticity, which is nowadays what social media users want to see from brands more than anything.

fashion regional engagement benchmarks

FMCG - Beverages: social media engagement benchmarks

FMCG - beverages engagement benchmarks

Compared to food brands, businesses within the beverage industry have leveraged better-performing TikTok strategies in terms of engaging their audiences.

This particular business line is one of the best in creating entertaining content, aligned with TikTok users’ preferences, which is noticeable when checking the industry engagement benchmarks.

Often integrating humor and dynamism into their TikTok videos, beverage brands have succeeded in reaching a TikTok engagement rate that’s below the platform’s average.

Looking at engagement data across the board, the industry has reached an average TikTok engagement rate of 3.00%, an Instagram average engagement rate of 0.77%, and a Facebook engagement rate of 0.30% on average.

FMCG - beverages regional engagement benchmarks

FMCG - Food: social media engagement benchmarks

fmcg-food engagement rate benchmarks

Brands within the FMCG - Food category seemed to have found their audiences on Instagram and Facebook, on TikTok scoring below the average engagement values of the platform, as opposed to the other two.

As per our industry benchmarks data, the FMCG-food industry scored an average engagement rate of only 1.86% on TikTok, an Instagram average engagement rate of 0.80%, and a Facebook average engagement rate of 0.40%

fmcg-food engagement rate benchmarks

Home & Living: social media engagement benchmarks

home & living engagement benchmarks

Pages that represent the home& living category fail to engage with their audiences on social as much as other industries have proven to do.

Home & living brands reach a TikTok average engagement of 1.22%, a 0.43% average engagement rate on Instagram, and a Facebook engagement rate of 0.21% on average.

home & living regional engagement benchmarks

Hotels & Accommodation: social media engagement benchmarks

hotels & accommodation engagement rate benchmarks

When looking at industry benchmarks for social media, there’s no denying that the hotels & accommodation sector is certainly a great source of inspiration for brands aiming to level up their social media performance.

This particular business line has registered above-the-average engagement rates across all social platforms, as follows:

  • on TikTok: a 2.97% average engagement rate;
  • an Instagram average engagement rate of 0.85%;
  • a Facebook engagement rate of .038% on average.

With famous companies like Booking.com and Airbnb being components of the sector, there’s no wonder where the high industry average social media engagement comes from.

hotels & accomodation engagement rate benchmarks

Healthcare: social media engagement benchmarks

healthcare engagement benchmarks

Unlike other business verticals, the healthcare sector is not necessarily a social-driven industry, having a more sensitive nature.

However, for brands within this business category is still important to benchmark their engagement rates to the industry’s average to identify whether or not their current strategies are delivering the best results possible.

Based on our industry benchmarks for social media, it would appear that Facebook may be the better suited platform for healthcare brands to communicate with their audiences. Which makes sense, given the current specific demographics of each social network.

In a nutshell, the healthcare industry’s average engagement rates across social media are the followings: 0.60% on Instagram and 0.30% on Facebook.

healthcare regional engagement benchmarks

Jewelry: social media engagement benchmarks

jewelry engagement benchmarks

Overall, social media engagement in the jewelry industry is pretty low, scoring below the platform’s average rates on all social networks.

Jewelry brands reach an average TikTok engagement rate of 1.45%, a 0.33% Instagram engagement rate, and a Facebook engagement rate of 0.09%.

jewelry regional engagement benchmarks

Magazines & Journals: social media engagement benchmarks

magazines engagement benchmarks

From an average engagement rate standpoint, brands within the magazine's industry are underperforming on social these days, having the following values:

  • a 1.67% average engagement rate on TikTok
  • an Instagram average engagement rate of 0.68%
  • a Facebook engagement rate of 0.10%

magazines regional engagement benchmarks

Media industry: social media engagement benchmarks

media industry engagement benchmarks

Despite the fact that within the media industry are some of nowadays’ the world’s most popular brands like Netflix or HBO, according to our industry benchmarks for social media, brands have a hard time engaging their audiences on social.

Surprisingly, this applies especially to TikTok’s case, where the industry scored an average engagement rate of 1.80%

For the media industry, the social media engagement benchmarks for Instagram and Facebook are the following: 0.75% on Instagram and 0.12% on Facebook.

media industry regional engagement benchmarks

NGOs: social media engagement benchmarks

ngo engagement benchmarks

NGO brands have always known how to get the attention of social media users, especially on Instagram, which is unquestionable when looking at this industry’s average engagement rates for this social platform.

At the moment, the industry’s average engagement rate on Instagram reaches an average of 1.07%, which exceeds the platform’s average, and a Facebook engagement rate of 0.20%.

ngo regional engagement benchmarks

Retail: social media engagement benchmarks

retail engagement benchmarks

One of the many benefits of social media for retail brands is its ability to strengthen brand presence alongside building trust.

When customer complaints and feedback are dealt with transparently and in a professional and considerate way, customers orient their attention toward those brands.

With an average engagement rate of 0.40% on Instagram and 0.15% on Facebook, retail businesses should reconsider their current strategies if aiming to get better results from their social media marketing efforts.  

Leveraging content that addresses the clients’ pain points is a great start for developing social media optimization strategies, and some inspiration can be taken from those industries that have succeeded in generating above-average engagement rates, such as hotels and accommodation.

retail regional engagement benchmarks

Software: social media engagement benchmarks

software engagement benchmarks

Despite being one of the top-growing business lines in the current socio-economic environment, the software industry, while having its wins in terms of engagement, also has some shortcomings.

On Instagram, for example, the software industry exceeds the platform's average engagement values, registering a 0.88% engagement rate.

On the other hand, on Facebook, the industry's engagement rate is located below the platform's average, scoring only 0.12%

software industry regional engagement benchmarks

Sports & Outdoors: social media engagement benchmarks

sports engagement benchmarks

When looking at engagement benchmarks for social media for the sports & outdoor industry, we discovered a striking TikTok engagement decrease.

While part of it was certainly the result of the platform’s overall engagement drops, brands within this business line should run a comparative performance audit integrating older, more effective TikTok marketing campaigns to get more content insights to bounce back to higher engagement rates.

PS: Using a social media analytics tool can help you simplify the audit process and gain more time to get to the bottom of the numbers so that you can optimize your TikTok marketing strategy.

Start with a 14-day Socialinsider free trial , get into the nitty-gritty of data using our TikTok analytics feature , and gain insights that will help you become the next TikTok star!

Back to our social media benchmarks data, at the moment, the sports & outdoors industry reaches the following engagement rates: 2.15% average engagement rate on TikTok, 0.75% average Instagram engagement rate and a 0.22% Facebook engagement rate on average.

sports regional engagement benchmarks

Telecom: social media engagement benchmarks

telecom engagement benchmarks

Similar to other industries, over the last year, the telecom sector also faced slight fall downs in its Instagram average engagement rate, nowadays being located at an average of 0.50%.

On the other hand, our 2024 social media benchmarks analysis has revealed that many business lines have registered improvements in their Facebook engagement rates despite this platform being the lowest engaging one after Twitter.

This left us wondering if Facebook will make a comeback in the future, especially given its future AI integration plans.

As for this industry’s Facebook engagement rate - at the moment it is located at an average of 0.30%.

telecom regional engagement benchmarks

Travel: social media engagement benchmarks

travel engagement benchmarks

With TikTok headed more and more toward becoming a search engine, an increased number of users are nowadays using the platform to discover places for their holiday destinations or look for cool places to hang out.

Thanks to its highly visually aesthetic nature, Instagram was, back in the day, the platform used for travel inspiration, but, as in many other cases, it got replaced due to TikTok’s tremendously trainable algorithm .

While also scoring above-the-average engagement values on TikTok, for the travel industry, this platform is the best-performing one from an engagement perspective.

To wrap things up with this industry’s social media benchmarks, here are the average engagement rates across all social platforms:

  • 1.72% average engagement rate on TikTok
  • 0.73% average Instagram engagement rate
  • 0.28% average engagement rate on Facebook

travel regional engagement benchmarks

D. Social media benchmarks and best practices according to experts

For brands to better understand their data and improve their strategies, it’s important to keep up with the latest changes and trends appearing in the social media landscape.

To ease that research process, we’ve interviewed a couple of experts how do they see the future of social media marketing and what approaches will become paramount for a good performance. Below you’ll find their answers:

  • “Social media customer care is becoming even more multifaceted, offering immense opportunities for brands ready to seize them. Response times, once a mere indicator of efficiency, have now become integral benchmarks of a brand's commitment to its audience. The platforms have multiplied, but so have the expectations. Customers today demand more than just solutions - they seek genuine engagement, near-immediate responses, and above all, a seamless omnichannel experience.” Brooke Sellas - Digital Customer Experience Consultant

2024 social media trends and benchmarks

  • “The trend of social media users demanding raw and authentic content will continue, with TikTok to set the trends for what other social media users end up seeing in their feeds.” Neal Schaffer - marketing strategist

social media performance benchmarks and trends

  • “Finding a mix of entertainment/education will be critical for serious brands. Even if they can't be playful or fun, they are going to need to find a way to have value in their social media beyond just the products.” Kate Meyers - Digital Communications Manager @Candid

quote about social media trends and benchmarks

E. Methodology

Within this social media benchmarking report, we provide a representative sample of international brands with an active presence on TikTok, Instagram, Facebook, and Twitter.

The timeframe selected for this research was between January 2022 and December 2023, while also categorizing the profiles into industries based on their activity and page category settings.

We define social media engagement rate as measurable interactions on Facebook, Instagram, Twitter, and TikTok posts, including comments, reactions, and shares, with the particularities for each platform.

Facebook engagement rate per post (by followers): Facebook engagement rate per post is calculated as the sum of reactions, comments, and shares on the post divided by the total number of fans that page has. The result is then multiplied by 100.

Instagram engagement rate per post (by followers): Instagram engagement rate per post is calculated as the sum of likes and comments on the post divided by the total number of followers that the profile has. The result is then multiplied by 100.

Twitter engagement rate per post (by followers): Twitter engagement rate per post is calculated as the sum of likes and Retweets received on the Tweet divided by the total number of followers that profile has. The result is then multiplied by 100.

Elena Cucu

Content Writer @ Socialinsider

Mixing the words with the data is how a digital marketer should play the game of brands. And that’s me, a driven-born digital storyteller!

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