TikTok Benchmarks: Measuring Your TikTok Performance in 2025

The greatest challenge social media marketers face at present is the shift in consumer attention. With its quick bursts of short-form video on channels such as TikTok or Instagram Reels, social entertainment has become the predominant place where young audiences spend their time, supplanting everything from traditional social media platforms to Netflix.

Marketers must recognize this change in the status quo, as there has been a noticeable decline in engagement in traditional static posts on social media. Meanwhile, TikTok, which has an interest-based algorithm for serving content, delivers astronomical consumer engagement, which then leads to sales growth, especially if you use e-commerce tools like a link-in-bio solution for TikTok.

TikTok is a different channel compared to platforms like Twitter and even YouTube, which means the baseline performance metrics you can expect are also entirely different. To help you set performance goals and level-set your strategy, Dash Social analyzed the top brands on TikTok in seven different industries to uncover the average performance for brands categorized into three follower buckets: growing, established and large. These TikTok benchmarks will help inform your TikTok management strategy and overall video production strategy.

TikTok continues to show rapid growth. According to our research, TikTok has already surpassed 1 billion users in its early years. Video content simply does a better job of inspiring users to take action, whether it’s commenting, sharing with friends or liking the post as a signal to the TikTok algorithm that you want to see more of that type of content. 

In the most recent Social Media Benchmarks, Dash Social learned that follower count is less critical on social media than ever before, with large accounts (110K followers or more) having an average follower growth rate of just 2.8%, while growing accounts (1-11.5K followers) see an average 3.7% follower growth rate. Additionally, Established accounts (11.5-110K followers) see a 3.4% engagement rate, earning just 0.1% more engagement than Large accounts when video views are factored in, and a 4.1% average engagement rate when reach is factored in — the same for both Growing and Established accounts.

We analyzed over 100 of the top brands in the Beauty Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Beauty Industry TikTok Trends

TikTok beauty trends in Q1 2025 reflect a broader shift in platform behavior, where quality, storytelling, and authenticity are driving stronger engagement despite a slowdown in posting frequency. Overall, creators are posting 14% less per month, with even the most active tier, Large creators (110K+ followers), posting less frequently (-13%). This aligns with platform-wide trends favoring meaningful, evergreen content over volume. Viral filters, GRWM (get ready with me) routines and de-influencing content continue to gain traction, encouraging creators to be more intentional with what they share. 

While smaller accounts saw the sharpest declines in post volume and monthly views, likely due to algorithm volatility and resource constraints, their engagement per post increased significantly, especially among Growing creators (+15%). This surge suggests that TikTok’s emphasis on hyper-personal content and niche communities is paying off. Large creators, who posted consistently and leaned into viral challenges and product reviews, reaped the rewards with a 13% jump in monthly video views and the highest average retention rate (32%). 

As TikTok leans further into search and recommendation updates, beauty creators of all sizes are recalibrating strategies, aiming for impact over output in a platform environment that increasingly values depth over frequency.

Top Beauty Brands on TikTok

• Sol de Janeiro (@soldejaneiro) achieves a 8.2% engagement rate, 4.3 higher than the industry average.
• Dr.Jart+ (@drjart.us) exceeds the average industry rate by 4.9. 
• Tatcha (@tatcha) outperforms the industry average by 4.8.
• LANEIGE US (@laneige_us) earns a 8.5% engagement rate, outperforming industry average by 4.6.
• Gisou (@gisou) has a 8.3% engagement rate, exceeding industry average by 4.4.

We analyzed over 100 of the top brands in the Fashion Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Fashion Industry TikTok Trends

TikTok fashion creators in Q1 2025 navigated a season of strategic recalibration, leveraging platform trends while managing a slight dip in content output. Although overall monthly posting declined by 4%, Growing creators (1K–11.5K followers) defied the trend with a 10% increase, signaling a push to establish visibility amid a crowded feed. Meanwhile, Large creators (110K+ followers), despite reducing posts by 14%, drove a remarkable 25% increase in monthly video views, totaling nearly 9 million. 

This performance echoes the success of fashion-forward content types like closet tours, outfit of the day styling and minimalist capsule wardrobe edits, all formats that balance entertainment with utility. Engagement rates were mixed: while Established and Growing creators saw modest increases, Large creators experienced an 11% dip, likely due to content saturation or algorithm shifts favoring newer voices. 

TikTok’s push toward searchability and its emphasis on social media SEO has also empowered smaller creators to punch above their weight, with shareable, trend-led content like thrift flips, outfit challenges and AI outfit try-ons gaining traction. With retention rates steady at 29% and engagement by reach highest among Established creators (4.0%), fashion brands and influencers are now prioritizing authenticity, experimentation and trend fluency over sheer volume to capture audience loyalty in an evolving TikTok ecosystem.

Top Fashion Brands on TikTok

• FWRD (@fwrd) exceeds the average fashion industry average engagement rate at 13% (+9.8%). They stand out on TikTok with on-trend styling tips and behind-the-scenes glimpses of photoshoots. 
• Hurley (@hurley) outperforms the fashion industry average by 4.5%. 
• Betsey Johnson (@betseyjohnson) is as whimsical and relevant as ever, earning a 6.7% average engagement rate compared to the industry average of 3.2%. 
• Happy Socks (@happysocks) proves that you don’t need to sell a full outfit to be engaging, earning a 5.7% average engagement rate. 
• PrettyLittleThing (@prettylittlething) is close behind, with a 5.5% average engagement rate.

We analyzed over 100 of the top brands in the Home Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Home Industry TikTok Trends

The home industry on TikTok is a market ripe with opportunities for early adopters. While home brands have the lowest reach and video views per post, their average engagement rate per post is more aligned with pother industries. Home brands can typically see stronger performance on platforms where aesthetic content drives saves and shares. They also benefit from higher intent — followers are often further down the funnel, which can boost conversion rates even if topline reach is lower.

Top Home Brands on TikTok

• The Inside (@theinside) outperforms the average engagement rate by 5%. 
• 1stdibs (@1stdibs) earns a 7% engagement rate, the second-highest rate from top-performing home brands. 
• Lamps Plus (@lampsplus) earns a 6.9% engagement rate, outperforming the industry average by 3.6%. 
• Schumacher1889 (@schumacher1889) had a 5.9% engagement rate, a 2.6 increase from the industry average.

We analyzed over 100 of the top brands in the Media, Publishing and Entertainment Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Media and Publishing Industry TikTok Trends

The media and publishing rate had the second-highest average follower retention rate, indicating longterm interest among audiences. This industry also had the most average monthly video views at 6.4M and the most per post at 132K, demonstrating that social entertainment continues to be a strong strategy for this industry. Not only do people watch this content, they engage with it, too, with a strong engagement rate of 5.1, a 9% increase since Q4 2024. 

Repurposing content, like compelling scenes from shows (both old and new) is a great way for this industry to capitalize and generate interest for upcoming shows, tap into trends (like TikTok trending sounds) with visual clips showing the context of the sound and play into nostalgic themes with clips from old TV shows that cater to specific audiences. 

Top Media and Publishing Brands on TikTok

• Vanity Fair (@vanityfair) is equally eye-catching on TikTok as they are on newsstands with a 8.7% engagement rate.
• Bleacher Report (@bleacherreport) uses clever reposts and funny content to encourage engagement, earning a 9.1% engagement rate, 3.4% more than the average for the media industry. 
• The Shade Room (@theshaderoom) earns a whopping 8.2% average engagement rate, 2.5% higher than the media industry average. 
• Teen Vogue (@teenvogue) uses Gen Z-focused pop culture commentary and empowering social messages to earn a 9.5% engagement rate, 4.4% more than the industry average.

We analyzed over 100 of the top brands in the Retail Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Retail Industry TikTok Trends

The retail industry is maintaining a steady content cadence with an average of five posts per week, though monthly output has dipped 10%, which may impact visibility. Despite this, the sector is seeing strong momentum in engagement, with a 3.4% engagement rate per post based on video views (up 6%) and an even higher rate of 3.8% when measured against reach, indicating that content is resonating with audiences. 

Follower growth is solid at 3.7% per month, showing continued interest in retail brands. However, there’s room for improvement in video performance: views per post have dropped 35%, and average retention sits at just 28%, suggesting content may not be holding viewers' attention. Retail brands tend to post highly visual, product-focused content, often tied to seasonal promotions, new arrivals, and influencer collaborations—formats that drive quick engagement but may benefit from stronger storytelling to boost watch time and shares.

Top Retail Brands on TikTok

• Barnes & Noble (@bnbuzz), a large brand, has the highest engagement rate among retail brands at 7.6%, outperforming the industry average by 4.3%. 
• TUMI’s (@tumitravel) is a Growing brand that outperforms the average industry engagement rate by 3.3%. Its TikTok strategy highlights premium travel accessories and stylish luggage through influencer partnerships and travel tips to connect with global travelers.
• REVOLVE (@revolve) surpasses the average industry engagement rate by 3.1%, focusing largely on fashion-forward trends and influencer collaborations to engage their style-conscious audience.

We analyzed over 100 of the top brands in the Food and Beverage Industry to determine the average performance for brands with 1K to 115K followers, 11.5K to 110K followers, and over 110K followers.

Food & Beverage Industry TikTok Trends

The food and beverage industry is increasing its content output, posting four times a week on average, a 33% jump, with monthly posts up 15%. This push is translating into a healthy 4.2% monthly follower growth and a 27% lift in total video views, showing that more content is helping expand reach. Engagement per post based on reach remains solid at 3.8%, but engagement relative to video views has dropped 31% to 3.3%, suggesting that while content is being seen more often, it’s not consistently driving interaction. 

Shares are relatively high at 67 per post, and the retention rate holds steady at 29%, which is decent but leaves room to improve viewer stickiness. Food and beverage brands often post craveable recipe content, behind-the-scenes looks at product creation, and influencer-led taste tests—all designed to capture attention quickly. To boost engagement per view, brands may need to focus on tighter storytelling and more intentional hooks early in their video content.

Top Food & Beverage Brands on TikTok

• La Croix (@lacroixwater) is super engaging on social media, outperforming the industry average of 3.7% at 10.4%. They use aesthetically-pleasing content to inspire users to create their own beverages. 
• Oh! Snap Pickles (@ohsnappickles) tap into memes and other humorous content and TikTok trends to earn an impressive 6.3%. 
• Liquid Death (@liquiddeath) uses clever brand collaborations and other fun content to earn a 6.5% average engagement rate. ‍
• Dunkin’ (@dunkin) earns a 5.4% engagement rate, outperforming the engagement rate by 1.7%.

While there's no such thing as a one-size-fits-all strategy, brands can take a few general tips to improve their strategy overall, including: 

• ‍Focus on entertainment. Smaller brands are earning just as many views as bigger brands by focusing on delivering entertainment value over growing followers.‍
• Partner with creators. Content that features real people using your products builds trust, especially when those people have an established audience.
• ‍Be authentic. TikTok audiences prefer authenticity, and to be spoken to like friends rather than customers. The production value of content matters less than simply being funny and relatable.