How to Calculate Your TikTok Engagement Rate Like a Pro
Your engagement rate is what helps you land brand deals on TikTok —it’s the key to showcasing how engaged your audience is to potential clients.
Calculating your TikTok engagement rate is one of the first steps to creating a media kit that you can use as a creator to connect with brands.
Here’s everything you need to know about calculating your engagement rate on TikTok.
Your 2-Minute Cheat Sheet
I know you probably want to fill in your media kit stat, so I’ll cut right to the chase.
Step 1: Go to your TikTok Analytics Page
Open up your TikTok profile (Profile > Creator Tools > Analytics) and grab these 4 numbers:
Number of Likes
Number of Comments
Number of Shares
Number of Views
Step 2: Calculate Your Engagement Rate
Next, add up your number of comments, likes, and shares. Divide that number by your number of views and times by 100. Voila—there’s your engagement rate.
Here’s the formula written out (Number of Likes + Number of Comments + Number of Shares)/ Number of Views x 100= engagement rate
Great! Now you have your engagement rate for your TikTok audience. It looks fancy, but you might be wondering what to do with it and what it means. Don’t worry, I’ve got you!
How do I use my engagement rate?
I recommend including your engagement rate on your media kit to showcase how effective your content is and that you have an engaged audience. If you want more information about how to create a good media kit as an influencer or content creator, you can check out my post here:
How to Create a Professional Media Kit for Influencers
If you want an even speedier option
In my shop I have a collection of Canva media kit templates for different personality types that have all the areas filled out (including engagement rate!) so all you need to do is plug in your numbers and save as a PDF.
As a bonus, the media kits also come with a TikTok Engagement Rate Calculator which allows you to quickly calculate your rate without having to pull up the formula each time. You can also track your engagement over time to help dial in your content strategy.
What is a good engagement rate for TikTok?
Lucky for you, TikTok boasts some of the highest engagement rates on social media, according to the Nielsen Annual Marketing Report.
This graphic by Upfluence does a great job of showing what your target engagement rate should be.
Micro influencers with <15k followers: 17.96%
Regular influencers with 15k-50k followers: 9.75%
Rising influencers with 50k-100k followers: 8.37%
Mid influencers with 100k-500k followers: 6.67%
Macro influencers with 500k-1M: 6.20%
Mega influencers with 1M+: 4.96%
How can I improve my engagement rate?
If your engagement rate isn’t where you want it to be, don’t get discouraged! I love this quote by Babe Ruth when it comes to staying consistent and showing up day after day:
“Every strike brings me closer to the next home run”
It’s better to keep trying, posting consistently, and learning from that than it is to overanalyze each video you post.
With that said, there are some tangible things to focus on when you want to improve your engagement rate:
Ways You Can Improve Your Engagment Rate Today
Be authentic and original with your content
Leverage trending sounds when you can (I recommend following creators that post trending sounds and how to use them. So easy!)
Include a call to action in your video or in the comments to help drive engagement
Reduce the amount of dead space (pauses, breaks, etc) and make sure your video is concise
Get to the point right at the beginning with a “hook” to stop the viewer from scrolling past
Conclusion: How to Calculate Your TikTok Engagement Rate Like a Pro
I hope this post made it easy and quick to calculate your engagement rate on TikTok! As a creator, the numbers are an important part of growing your influence.
Even if you’re new to TikTok, you can use this information to help propel your growth on it’s crazy fast growing platform.
I’m proof that it doesn’t take wizardry to put yourself out there on TikTok and grow your audience. Even as an introvert I’ve grown to see the value the platform can provide in generating results for my business (spoiler alert: TikTok is one of my website’s largest referral sources!).
What is your process for growing your audience and increasing your engagement rate on TikTok? Do you have any tips and tricks that I didn’t mention in this post?
