Conviva: TikTok Benchmarks and Brand Strategy Guide

Conviva has released the "TikTok Benchmark and Brand Strategy Guide", studying more than 1,500 brand accounts on TikTok from March 2021 to March 2022 to determine the best performing accounts from various industries. The industries analyzed include: Brands, Technology, Beauty and Fashion, TV and Entertainment, La Liga, News and Media, MLB, MLS, NBA, NFL, NHL, Premier League, Ligue 1, Serie A, Sports and Streaming. The total number of followers of the more than 1,500 accounts measured is 1.43 billion, and the results clearly show that brands that commit to publishing consistent, high-quality content are more likely to gain followers.

• Accounts are posting more content. On average, accounts posted 189 times in the past year, a 13% increase from last year’s average.
• Posting consistently has a significant impact. Over the past year, the top 20 accounts ranked by follower growth posted an average of about 7.1 times as many posts as all accounts.
• New accounts have higher engagement rates. Accounts with less than 100,000 followers have an astronomical average engagement rate of 28%. This shows that TikTok has the ability to expand the influence of new accounts.
• Sports accounts have faster follower growth. The average follower growth of all accounts is 527,000, with sports leagues having the largest average annual growth (970,000), followed by sports media (825,000) and streaming media (785,000).
• 10 million followers in one year. Tottenham Hotspur, Champions League, Manchester United and Netflix have added more than 10 million followers in 2021.
• Leading in engagement. For accounts with at least 50,000 followers, Rolling Stone came out on top in terms of average engagement. For accounts with at least 1 million followers, Family Feud came out on top.
• Football leagues lead the way, with the Premier League teams having the highest average number of fans (3.2 million) of the nine sports leagues analyzed, followed by Ligue 1 (2.1 million) and La Liga (1.7 million).
• American teams topped the list, with the most-followed American sports teams being the Golden State Warriors (3.7 million), Kansas City Chiefs (2 million) and Dallas Cowboys (1.7 million). These three teams were the only American teams to make the top 25.
• Guinness World Records remains the top brand for the second time in a row with 19.1 million followers. Gaming has performed well this year, with Roblox and Fortnite taking second and third place with 7.9 million and 7.7 million followers respectively.
• WWE surpasses the NBA to become the most watched sports league.

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