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
Clinilabs Establishes EU Headquarters in Basel, Strengthening European Clinical Operations Under New Regional Leadership24.2.2026 16:00:00 EET | Press release
Clinilabs, a leading specialty contract research organization (CRO) focused on central nervous system (CNS) drug and device development, today announced the expansion of its European operations, including the establishment of its European Union headquarters at Switzerland Innovation Park Basel Area, and the appointment of Dr. Anne-Marie Nagy as executive vice president and head of Clinilabs Europe. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260224669284/en/ Dr. Anne-Marie Nagy appointed as Executive Vice President and Head of Clinilabs Europe Switzerland Innovation Park Basel Area is part of Switzerland’s national innovation network and located within the Basel region’s globally recognized life sciences cluster, bringing together biopharma companies, research institutions, and clinical innovation leaders. “Europe is a critical pillar of Clinilabs’ long-term growth strategy,” said Gary K. Zammit, Ph.D., president and chie
Aeris and Verizon Business Simplify Global IoT Expansion with Unified Connectivity and Orchestration24.2.2026 16:00:00 EET | Press release
Aeris, a global leader in wireless management platforms, security services and connected vehicle programs, today announced an inbound IoT connectivity management relationship with Verizon Business to transform how multinational enterprises manage and scale international IoT deployments. The collaboration introduces Aeris IoTA Inbound Services, a solution that integrates the IoTA Connectivity Management Platform directly with Verizon ThingSpace platform to simplify multi-region operations. The collaboration has already enabled U.S.-based enterprises with outbound connectivity for international IoT deployments using Aeris IoTA, and this extension will broaden those capabilities by opening up the U.S. market for global device fleets. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260224143173/en/ Mark Cratsenburg - Chief Commercial Officer, IoT Business Unit, Aeris This innovative collaboration directly addresses the primary ch
Pure Lithium Receives Japanese Patent for “Vertically Integrated Lithium Metal Production and Lithium Battery Production”24.2.2026 16:00:00 EET | Press release
Pure Lithium Corporation, a disruptive lithium metal battery technology company, is pleased to announce that Japan has issued a notice of allowance, granting the company its foundational patent titled “Vertically Integrated Pure Lithium Metal Production and Lithium Battery Production” which was previously granted in the United States and the Kingdom of Saudi Arabia. This powerful and broad patent applies to co-locating the manufacturing of pure lithium metal anodes and lithium metal batteries. Our vertically integrated anode technology results in a high-purity lithium metal anode, contributing to exceptional battery performance. By vertically integrating lithium metal anode and battery production, not only do we capture margin at every stage of manufacturing, we eliminate costly transportation, handling, third-party markups and material degradation, dramatically reducing overall battery production costs. “I am honored that the Japanese patent office has recognized the importance and no
Yubico Unveils “YubiNation Partners”: A New Era of Global Channel Partnership to Secure Digital Identities in the Age of AI24.2.2026 16:00:00 EET | Press release
Yubico (NASDAQ STOCKHOLM: YUBICO), a modern cybersecurity company and creator of the most secure passkeys, today announced the launch of YubiNation Partners, a new global Channel program designed to unite a community of security experts. In the face of growing AI-driven cyber threats, the program enables partners to become trusted advisors and cultivate a safer digital world for their customers, making identities private and secure. As the average cost of a corporate security breach climbs to $4.4 million*, with phishing remaining a primary attack vector, the industry can no longer rely on passwords alone. In fact, a 2026 Total Economic Impact study from Forrester Consulting commissioned by Yubico, found that by replacing traditional multi-factor authentication (MFA) and one-time passwords (OTP) with YubiKeys, customers achieved a 265% return on investment (ROI). This effectively eliminated phishing and credential-theft risks, reducing an organization’s risk exposure to breach costs fr
SETi: U.S. Court Affirms Principle of Protecting Domestic Patent Technologies, Permanently Bans Infringing Products24.2.2026 16:00:00 EET | Press release
In February 2026, a U.S. federal court ruled that Laser Components, a century-old global optics company, had infringed patents held by Sensor Electronic Technology, Inc. (SETi), a U.S.-based company that has focused on opto-semiconductor R&D and manufacturing for the past 25 years. The court ordered a permanent injunction banning the sale of the infringing products. The ruling applies not only to the manufacture and sale of products using the infringing technology, but also to employees and executives who cooperated in or were involved in the infringement. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260223103204/en/ Opto-Semiconductor Structure & Applied Patented Technologies (image: SETi) The patented technology is regarded as one of the core technologies for the future opto-semiconductor market, which is projected to grow to approximately $50 billion within the next decade—about one quarter the size of the memory semico
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