Brands’ Short Video Content Sees Highest Engagement

New studies show that TikTok has the highest engagement rate for brands across social media platforms. The report looked at 5 million posts and 9 billion interactions across Facebook, Twitter, Instagram, and TikTok from the world’s leading brands.

TikTok engagement rates were over 6% per post, even though the app has lower activity rates. Meanwhile, Instagram, Twitter, and Facebook saw engagement rates either drop or remain the same, reports Business of Apps.

Overall, brands were found to have less organic engagement in 2022 compared to past years. One reason for this could be the dropping rate of post frequency from brands, with Facebook and Twitter seeing a 20% decline in post rates.

As well as the success of TikTok’s short video format, Instagram Reels have become the most popular aspect of its respective platform.