TikTok is suffering from a (engagement) slump

It seems TikTok, once being the promised land for brand engagement, is suddenly experiencing another belated (winter) slump in it’s engagement numbers.

The story behind the numbers

Recent reports all show a downward trend in TikTok users’ engagement with branded content. Rival IQ saw a (quite shocking in our opinion) 54% drop in engagements over the past year, and SocialInsider then confirmed this trend with a steep 35% drop in engagement with TikTok videos over the past year.

What’s behind this?

While TikTok is/was of course the sparkling example of engagement for brands, this trend is not entirely illogical. More people on TikTok means more fighting for attention. So more brands means more competition means a drop in engagement. Or, of course, it could also be that brands are just producing less engaging content over time. Because if you see some videos on TikTok, staying at the top of your game turns out to be harder than we think….

From pitfall to opportunity

For us marketers, the decline in engagement once again emphasizes the importance of adaptability. It is crucial to constantly experiment and adapt your strategy to stay relevant. And while the decline in TikTok engagement presents challenges, it also presents opportunities for growth. By staying creative, which is certainly possible on TikTok nowadays, you can pave the way for success through originality and authenticity in a forever changing social media landscape.