The data reveals that Stories and Reels are emerging as the most promising formats for 2024 , but the challenge of retaining the public's attention and interest will have to be taken on . This will be a particularly important task for smaller accounts.
The format par excellence on this social network has been short videos , experiencing a 600% increase in their publication compared to 2022. However, despite these efforts, the data shows that interaction and reach have decreased considerably .
The positive aspect is the engagement of Reels , which registered an increase of 33% . This gives us the consolation that, although fewer accounts are reached, effectiveness is achieved.
In addition, the engagement between regular posts bulgaria number data and Reels is compared, highlighting that Reels engagement has evolved more favourably than that of traditional posts . This analysis underlines the growing importance of Reels as engaging content for users, while the engagement of conventional posts has seen a marked decline compared to 2022.
Chart showing the comparison between Post and Reels engagement in 2022 and 2023 for accounts of different sizes
TikTok Keys
As for TikTok, we see an exponential increase in accounts and posts compared to the previous year (2022). As for specific trends in the type of content, a decrease in the weekly publication frequency is observed (except in the case of Big accounts). The analysis indicates that there is a possible saturation of content on the platform , evidenced by the decrease in interactions and engagement on several accounts.