New Data From Conviva Identifies Which Brands Have Successfully Cracked the TikTok Algorithm to Achieve Significant Gains
28.4.2022 20:53:00 EEST | Business Wire | Press release
Conviva, the continuous measurement analytics platform for streaming media, released its third annual TikTok Benchmarks & Strategy Guide today, examining more than 1500 verified brand accounts on TikTok, with a combined 1.42 billion followers and 591,000 posted videos. The report details which brands are most effectively capitalizing on the pandemic-fueled increased popularity of TikTok and highlights how the most successful brands were able to add an average of 527,000 new followers from March 2021 to March 2022.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220428006098/en/
Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. (Graphic: Business Wire)
“At the beginning of the pandemic, many brands were still hesitant to fully embrace TikTok as a powerful tool in their marketing strategy. However, over the last 18 months TikTok’s growth and popularity has exploded—and brands are racing to build and execute a strategy to tap into this massive incremental audience,” said Nick Cicero, VP of Strategy, Conviva. “With no signs of slowing down, it’s important for brands to understand what tactics—namely consistently posting quality content—actually move the needle in terms of engagement and brand building on TikTok.”
Across the industries measured by Conviva, sports leagues’ accounts achieved the largest average annual increase of followers at 969,800, followed by sports media at 825,000. Four TikTok accounts—Tottenham Hotspur, Champions League, Manchester United and Netflix—all increased their following by more than 10 million followers in the last year. ESPN was close behind with an increase of 9.1 million followers. Sports leagues also edged out sports media accounts to become the fastest growing segment of 2021.
As many brands have come to realize in the last year, Conviva’s research shows that posting consistently makes a significant difference when building a TikTok following. Of the 1500 brand accounts measured, accounts posted, on average, 189 times in the past year, a 13% increase from last year’s average. Additionally, among the top 20 accounts ranked by follower growth, those accounts averaged roughly 7.1 times more posts over the past year than all accounts, on average. For top performers, that amounts to around three to four posts per day, up from two to three times per day from last year’s report.
Recognizing that engagement has become an important metric for brands, Conviva added an average engagement rate ranking to this year’s report. According to Conviva data, the average engagement rate for brands with under 100,000 followers is incredibly high at 28%, demonstrating TikTok’s well-honed ability to offer new accounts the organic reach they need to build a following. However, as follower counts go up, engagement rates typically go down. For example, Family Feud, an account notoriously popular for its reshared audio tracks, took the top spot for accounts with over 1 million followers with an engagement rate of 41.6%.
Other findings include:
- Of the nine sports leagues analyzed, teams in the Premier League had the highest average number of followers at 3.2 million, followed by Ligue 1 at 2.1 million and La Liga at 1.7 million. European futbol teams dominated the fastest growing accounts list with eight European teams in the top 20.
- The most-followed US sports teams were the Golden State Warriors at 3.7 million, the Kansas City Chiefs at 2 million and Dallas Cowboys at 1.7m. The Chiefs, Cowboys and the Warriors were the only American teams in the top 25.
- Guinness World Records maintained its spot at the top of the brands list with 19.1 million followers.
- Overall, engagement rate rankings were dominated by TV and entertainment accounts. Those accounts enjoyed the highest average shares, comments and likes per video.
- Within the brands ranking, gaming showed up big this year as Roblox and Fortnite claimed the No. 2 and 3 spots at 7.9 million and 7.7 million, respectively.
- WWE overtook NBA as the most-followed sports league.
In addition to offering the latest benchmark data, Conviva also shares specific forward-looking trends to employ to achieve TikTok success in 2022. Businesses interested in utilizing these strategies and learning more about emerging social media platforms can download Conviva’s TikTok Benchmarks & Strategy Guide here: https://www.conviva.com/state-of-streaming/convivas-2022-tiktok-benchmarks-strategy-guide-for-brands
About Conviva Social Insights
Conviva Social Insights provides the world’s leading publishers, brands and sports organizations with comprehensive cross-platform social media analytics across the entire social universe (Facebook, Instagram, Twitter, TikTok, Snapchat and YouTube), making it easy to discover what accounts, posts, and videos are performing the best and analyze why. Social Insights also offers a customizable leaderboard and research tool for monitoring the performance of brand and streamed videos, enabling marketers to target campaigns and maximize ROI. To learn more, visit https://www.conviva.com/social-insights/.
About Conviva
Conviva helps streaming businesses act within seconds of observation to grow their business ahead of competition. Conviva’s Continuous Measurement Analytics platform provides comprehensive, continuous, census-level measurement through real-time, server side sessionization at scale. Using just a single sensor and a single pipeline, our 58 patent platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in streaming media. Today our platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 200 billion streams per year across 4 billion applications streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. To learn more, visit www.conviva.com.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20220428006098/en/
Contact information
Megan Dobransky
mdobransky@conviva.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Finsei Selects Thredd to Power New Debit Offering20.10.2026 10:00:00 EEST | Press release
Thredd, the AI-first issuer processing platform, today announced a new partnership with Finsei, a London-based payments company, to power the processing infrastructure behind Finsei’s new Mastercard debit offering. The partnership reflects a shared focus on simplifying an increasingly complex payments environment. Businesses operating across markets often rely on multiple providers to manage accounts, payments, foreign exchange, cards and expenses. Finsei is designed to bring those capabilities together, while Thredd provides the underlying payment technology and infrastructure needed to deliver a secure, digital-first debit experience at scale. At launch, physical and virtual cards will be available, followed by both Apple Pay and Google Pay. “Businesses increasingly expect their financial tools to work together rather than operate as a collection of disconnected services,” said Jim McCarthy, CEO of Thredd. “Finsei is building around that expectation, bringing payments, currency manag
BRG Survey Finds 71% of Competition Lawyers Say Global Antitrust Policies Grew More Fragmented over Past Year20.10.2026 10:00:00 EEST | Press release
Global antitrust enforcement is pulling apart along national lines, with 71% of senior competition attorneys reporting that policy became more fragmented across jurisdictions over the past 12 months, according to BRG’s inaugural Global Antitrust & Competition Report. Nearly four in five (78%) also cite cross-border antitrust requirements as a significant or recurring challenge. The report draws on a survey of 155 senior antitrust and competition attorneys across the U.S., Europe and Asia-Pacific (APAC) and in-depth interviews with 18 leading lawyers. It also finds that about 60% of respondents expect antitrust enforcement to expand in scope and intensity over the next 12 months. “Domestic politics and geopolitical considerations increasingly influence the application of competition law across jurisdictions”, said David Parker, a managing director at BRG. “As a result, deal timelines and risk assessments often now have to be built jurisdiction by jurisdiction, from the earliest stage of
Murata Develops World’s Smallest 008004-inch Size (0.25mm × 0.125mm) NTC Thermistor for Space-Constrained Temperature Sensing20.10.2026 05:00:00 EEST | Press release
Murata Manufacturing Co., Ltd. (TOKYO: 6981) (ISIN: JP3914400001) announces the development of the world’s smallest* 008004-inch size (0.25mm × 0.125mm) NTC thermistor, the NCU01 series. Compared with Murata’s previous smallest 01005-inch size (0.4mm × 0.2mm) product, the new series reduces mounting area by approximately 60% while achieving equivalent temperature-sensing performance, with resistance tolerance of ±1% and B-constant tolerance of ±1%. Its ultra-compact size enables temperature sensing to be positioned in increasingly restricted spaces and closer to heat-generating components, supporting more accurate and responsive thermal monitoring in smartphones, wearable devices, and other densely integrated electronic devices. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019189089/en/ [Murata Manufacturing Co., Ltd.] World’s smallest 008004-inch size (0.25mm × 0.125mm) NTC thermistor Murata plans to begin sample shipm
Hologic Signs Definitive Agreement to Acquire Reveal Genomics19.10.2026 22:30:00 EEST | Press release
Hologic, a global leader in women’s health, today announced that it has signed a definitive agreement to acquire Reveal Genomics, a precision oncology company based in Barcelona, Spain, that develops advanced genomic diagnostic tests to help personalized cancer treatment, including its HER2DX test to help optimize therapy for patients with HER2-positive breast cancer. Breast cancer remains one of the most significant health challenges women face today. Reveal Genomics’ tests are highly complementary to Hologic’s existing oncology diagnostics, including the Breast Cancer Index® (BCI) test, the guideline-recognized genomic assay to help inform decisions regarding extended endocrine therapy in women with HR+ early-stage breast cancer. The combination of Hologic’s existing testing with Reveal Genomics’ portfolio represents a significant expansion of Hologic’s diagnostic oncology solutions, with the combined offering of new and existing testing expected to help inform treatment decisions fo
An Active Role in Freshness: ProAmpac Introduces ProActive Intelligence Shelf Protect19.10.2026 22:27:00 EEST | Press release
ProAmpac, a global leader in flexible packaging and material science, introduces ProActive Intelligence™ Shelf Protect (SP) Series, giving food producers a new way to help preserve product quality and reduce costly spoilage. Designed for select meat, seafood, and dairy applications, the technology is FDA- and USDA-compliant for intended uses in fresh beef, fresh pork, cooked sausage, deli meat, fresh salmon, and fresh cheese. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019305953/en/ Clearshield®-SP Shrink Bag This direct food-contact biotechnology packaging helps reduce microbial growth associated with food spoilage in intended applications, supporting longer shelf life throughout storage and distribution. Shelf Protect’s patented biotechnology is built directly into food-contact packaging film. “For meat processors, every product lost represents an investment in production, packaging, and distribution that goes unreal
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom