Brands posted an average 189 times on TikTok in 2021 - up 13 percent on the previous year, says a new study by Conviva.
The third annual TikTok Benchmarks & Strategy Guide examined more than 1500 verified brand accounts on the channel, with a combined 1.42 billion followers and 591,000 posted videos.
It concluded that posting consistently makes a significant difference when building a TikTok following. The 1500 brand accounts posted, on average, 189 times in the past year while the top 20 accounts averaged roughly 7.1 times more posts than the average. For top performers, that amounts to around three to four posts per day. The most successful brands were able to add an average of 527,000 new followers from March 2021 to March 2022.
Conviva identified sports and video streaming as the fastest growing sectors. It said four TikTok accounts — Tottenham Hotspur, Champions League, Manchester United and Netflix — all increased their following by more than 10 million followers in the last year. ESPN was close behind with an increase of 9.1 million followers. Sports leagues also edged out sports media accounts to become the fastest growing segment of 2021.
Nick Cicero, VP of Strategy, Conviva, said: “At the beginning of the pandemic, many brands were still hesitant to fully embrace TikTok as a powerful tool in their marketing strategy. However, over the last 18 months TikTok’s growth and popularity has exploded—and brands are racing to build and execute a strategy to tap into this massive incremental audience,” said “With no signs of slowing down, it’s important for brands to understand what tactics—namely consistently posting quality content—actually move the needle in terms of engagement and brand building on TikTok.”