2024 TikTok Creator Marketing: Top 5 Markets by Average Engagement Rate

Overview

Creator marketing has become a core strategy for brands going global, especially on short-video platforms like TikTok. Engagement rate (likes, comments, shares divided by views) is a key metric for content effectiveness. Based on multiple industry estimates, this report presents the top five markets by average engagement rate for TikTok creator marketing in 2024.

Ranking List

• 1. Indonesia – Average engagement rate: 5.8%

- Large TikTok user base with a high proportion of young users, strong acceptance of localized content.

• 2. Brazil – Average engagement rate: 4.7%

- High social media penetration, entertainment-driven content fosters high participation.

• 3. India – Average engagement rate: 4.2%

- Despite regulatory impacts, user growth recovering; strong engagement willingness.

• 4. United Kingdom – Average engagement rate: 3.8%

- Mature market, high alignment between brand content and user interests.

• 5. United States – Average engagement rate: 3.2%

- Highly competitive, fragmented user attention leads to relatively lower engagement.

Data Notes

• Data source: Compiled from multiple third-party platforms (e.g., Klear, Analisa.io) with 2024 sample statistics, supplemented by industry analyst estimates.
• Calculation: Average engagement rate from recent videos of top creators (followers >100k) in each market.
• Limitations: Limited sample sizes; data may fluctuate; for reference only.

Going Global Insights

• Southeast Asian markets (Indonesia, India) show higher engagement rates than Western markets, suitable for brands emphasizing user participation.
• Engagement rate is influenced by content type and creator follower structure; brands should align market selection with their objectives.