What is engagement rate on TikTok?
Short answer
In TikTok's reporting, engagement rate is the share of viewers who interacted with a video. TikTok calculates it as likes, comments and shares divided by total video views, and splits it into organic and paid rates.
TikTok’s definitions
- Engagement rate: interactions (likes, comments and shares) divided by total video views.
- Organic engagement rate: organic interactions divided by organic video views, from views not bought through Spark Ads.
- Paid engagement rate: interactions from paid views divided by paid video views, through Spark Ads.
What it does and does not tell you
- It shows how strongly a video resonates with the people who saw it.
- It does not include follows, profile visits or clicks, so it is not a conversion metric.
- TikTok does not publish an official benchmark for a good rate. Compare videos within your own account and format.
In practice
Use engagement rate to pick organic posts worth turning into Spark Ads, which run organic posts as ads. For an app or game advertiser, judge paid campaigns on cost per install, in-app events and retention, not on engagement rate.
See how we run TikTok for apps and games on our TikTok ads agency page.
Related TikTok questions
- What makes a good TikTok ad?
- How long should a TikTok ad be?
- How do you make a TikTok video go viral?
- Can you tell if a TikTok is promoted?