Instagram and TikTok exhibit contrasting patterns in engagement rates across influencer tiers, according to exclusive data Captiv8 shared with EMARKETER. The study analyzed over 5,000 organic social media posts collecting over 14 million engagements to assess relative engagement rates.

On Instagram, a clear inverse relationship emerges – as an influencer’s follower count rises, their engagement rate tends to fall. Nano-influencers with under 10,000 followers boast the platform’s highest engagement rate at 6.23%. This underscores the value of partnering with micro- and nano-influencers to tap their highly engaged niche audiences and foster authentic connections.

In contrast, TikTok’s engagement dynamics follow a different pattern. The report reveals that “All-Star” influencers with over 1.5 million followers enjoy a heightened organic reach, with an average 4.95% engagement rate. Larger followings on TikTok do not necessarily reduce engagement, data suggests. Consistent content cadences from top TikTokers likely keep fans engaged and primed for new posts.

The report also benchmarks engagement across industries. QSR, Automotive, and Consumer/Retail brands thrive on TikTok by capitalizing on visually creative content tailored to the platform’s youthful base. 

Instagram’s emphasis on high-quality visuals makes it ideal for Consumer/Retail, Beauty, and Fashion – industries benefiting from an aesthetically coordinated feed. Finance ranks higher on Instagram by delivering educational content effectively via carousels and infographics.

While engagement alone does not fully encapsulate a brand’s social performance, closely tracking these metrics enables data-driven optimizations. Scrutinizing engagement helps sustain meaningful audience connections and ensures a robust presence as algorithm tweaks and behavior shifts continually reshape the landscape.