Social media management platform Dash Hudson reports that TikTok closed the reach gap with Instagram Reels.
According to their June benchmark report, which analyzed performance across major social platforms in the first half of 2024, Instagram led by only 4%.
The study, which examined data from global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), revealed that TikTok maintained its position as the leading platform for engagement with a 4.5% cross-channel engagement rate, compared to Instagram’s 4.0% and YouTube’s 2.8%.
Source: Dash Hudson
In the media and publishing sector specifically, brands were posting an average of 11 times per week on TikTok, up from 5 posts weekly in the previous year. These companies achieved an average of 159,900 video views per post and a 4.7% engagement rate, surpassing the cross-industry average of 4.0%.
The research indicated that larger TikTok accounts, defined as those with over 110,000 followers, demonstrated higher engagement rates at 4.3% compared to established brands at 3.6% and growing brands at 3.3%. Dash Hudson suggests this trend showed a correlation between follower count and engagement success on the platform.
Source: Dash Hudson
Entertainment metrics showed improvement across social platforms, with TikTok’s average Entertainment Score increasing from 3.6 to 3.8. The platform also reported an average of 146 shares per post, up from 111 in the previous period, while overall reach has grown by 5%.
On YouTube, the study revealed a shift in viewing patterns, with Shorts video views increasing by 153% while traditional on-demand video views declined by 15%. The platform maintained higher viewer retention rates than TikTok, with users completing an average of 67% of videos versus TikTok’s 25-30% completion rate.
Instagram data showed that single images (188,600 average reach) and carousel content (149,900 average reach) continued to outperform Reels (109,400 average reach) in terms of audience reach. Instagram Stories maintained strong performance with a 92% completion rate and an average reach of 14,100 views.
Source: Dash Hudson
For media and publishing brands specifically, the report identified several key metrics:
- TikTok: 676,900 average followers, 9.3% monthly growth rate
- Instagram: 6.2 million average followers, 0.8% monthly growth rate
- YouTube: 3.7 million average subscribers, 1.5% monthly growth rate
The full report is available here.
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Social media management platform Dash Hudson reports that TikTok closed the reach gap with Instagram Reels.
According to their June benchmark report, which analyzed performance across major social platforms in the first half of 2024, Instagram led by only 4%.
The study, which examined data from global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), revealed that TikTok maintained its position as the leading platform for engagement with a 4.5% cross-channel engagement rate, compared to Instagram’s 4.0% and YouTube’s 2.8%.
Source: Dash Hudson
In the media and publishing sector specifically, brands were posting an average of 11 times per week on TikTok, up from 5 posts weekly in the previous year. These companies achieved an average of 159,900 video views per post and a 4.7% engagement rate, surpassing the cross-industry average of 4.0%.
The research indicated that larger TikTok accounts, defined as those with over 110,000 followers, demonstrated higher engagement rates at 4.3% compared to established brands at 3.6% and growing brands at 3.3%. Dash Hudson suggests this trend showed a correlation between follower count and engagement success on the platform.
Source: Dash Hudson
Entertainment metrics showed improvement across social platforms, with TikTok’s average Entertainment Score increasing from 3.6 to 3.8. The platform also reported an average of 146 shares per post, up from 111 in the previous period, while overall reach has grown by 5%.
On YouTube, the study revealed a shift in viewing patterns, with Shorts video views increasing by 153% while traditional on-demand video views declined by 15%. The platform maintained higher viewer retention rates than TikTok, with users completing an average of 67% of videos versus TikTok’s 25-30% completion rate.
Instagram data showed that single images (188,600 average reach) and carousel content (149,900 average reach) continued to outperform Reels (109,400 average reach) in terms of audience reach. Instagram Stories maintained strong performance with a 92% completion rate and an average reach of 14,100 views.
Source: Dash Hudson
For media and publishing brands specifically, the report identified several key metrics:
The full report is available here.