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5 tips to increase TikTok retention rate & account’s performance

Ever wondered how to keep TikTok viewers interested? Well, one key measure is called TikTok retention rate. Understanding how users engage and linger with content is key to building a loyal TikTok community. In this article, we’ll dive into the realm of retention rates, uncovering their significance, explaining how to calculate them, and revealing their influence on your video’s reach. Come along as we simplify the concepts, showcase a standout video example, and provide insights into why TikTok’s algorithm favors content that retains user interest. Don’t miss out – let’s demystify TikTok retention rate together!

What is the retention rate on TikTok?

TikTok retention rate is like a thumbs-up from your audience. It tells you how many people are attached around you and watched your entire video, showing how captivating your content is. The higher the retention rate, the more people enjoy and stay engaged with your video. 

This is an example of a TikTok video having a good retention rate. This video belongs to the account named @anastasile, it has 54.9M views, 8M likes, 12.3K comments, and more than 400K shares, so the retention rate is over 15%. The impressive number of likes, comments, and shares showcases a strong connection between the content and the audience, making it a standout for audience retention and interaction.


Wait…what ?! 😳 Insp @bri🧿

♬ original sound – EX7STENCE™

Why TikTok retention rate is important? 

Why does TikTok retention rate matter? Well, discovering how to keep TikTok viewers engaged is like mastering the pulse of the platform. If your video has a high retention rate, the TikTok algorithm is more likely to show it to more people on the For You page, giving you more visibility.

The retention rate is crucial for brands and advertisers looking to work with influencers. Let’s imagine two TikTok users:

  • User A: This person makes videos that people really enjoy. People watch their videos until the end and leave likes, shares, and comments with others.
  • User B: This person’s videos don’t grab viewers’ attention, so people quickly scroll past without engaging.

Now, here’s what a good retention rate can help:

  • More people see your videos: TikTok likes videos that keep people interested. User A, with a high retention rate, is more likely to have TikTok share their videos with a larger audience on the For You page.
  • Your followers engage more: User A has an audience that really likes and interacts with their videos. This interaction, like comments and shares, tells TikTok that the content is good, helping the account grow and reach even more people.
  • Brands like engaged audiences: If you want to work with brands, they prefer influencers with an audience that pays attention. User A, with a high retention rate, becomes an attractive option for brand partnerships.
  • Consistent success: User A’s good retention rate not only helps individual videos but also contributes to the overall success of their account. TikTok continues to promote engaging content, helping User A build a loyal and growing audience over time.

How to calculate TikTok retention rate?

Calculating your TikTok video’s retention rate is like figuring out how much your audience is into it. It’s a simple formula:

TikTok retention rate's formula

Let’s break it down with an example: If your video has 1000 views, 100 likes, 20 comments, and 10 shares, plug those numbers into the formula:

Retention rate = ((100+20+10)/1000) x 100 = 13%

What’s a good retention rate on TikTok?

Everyone knows the higher the retention rate, the more your content is watched till the end, and people interact with it. But don’t put it too high and pressure yourself. Normally, a good retention rate on TikTok is about 15 to 20% – considered by advertisers, this number suggests that your content resonates well with your audience.

What’s a good retention rate on TikTok?

How to increase TikTok retention rate? – 5 tips from Mega Digital

Understand the retention behavior of TikTok users

Unlocking the intricacies of TikTok user behavior is essential for enhancing your retention rate. Leveraging TikTok Analytics provides valuable insights into viewer engagement. By delving into TikTok Analytics, you can identify a pattern suggesting viewers lose interest at a specific moment. For instance, if your analytics reveal that viewers tend to drop off after a certain point in your videos, consider adjusting the content delivery or experimenting with different hooks to captivate their attention early on. This adaptive approach allows you to tailor content to audience preferences, ultimately maximizing engagement.

Furthermore, studying audience demographics—such as age, location, and interests—enables creators to refine their content strategy. Imagine a TikTok user discovering their audience predominantly enjoys comedic skits over informative content. Armed with this knowledge, they can strategically craft content that aligns with viewer preferences, leading to heightened retention and increased visibility.

Catchy hook from the start

Consider using a hook like a compelling question to grab your viewers’ attention in the first 3 seconds. For instance, if your video is about a life hack, start with something like, “Ever wondered how to make your morning routine 10 times faster? Let me show you!”

They’re teaching you this PowerPoint design hack the WRONG way ❌ Here’s a shortcut! 😜🫢 #powerpoint #design #tutorial #hack #presentation #animation #studytok #edutok #teachersoftiktok #foryou #foryoupage

♬ DARARI – ︎ ondu

Keep it short and punchy

Short and punchy is the mantra on TikTok. Aim for videos within the optimal 15-30 seconds range. Trim the unnecessary, steer clear of filler words, and maintain a brisk pace. This approach aligns seamlessly with TikTok’s algorithm and caters to the attention spans of the ever-scrolling audience.

>>> Learn more: 11 TikTok Tricks to Boost Retention Rate in 2024

Engage and interact

Turning passive watchers into active participants is a sure way to increase retention. Ask for comments, throw out questions, start challenges, or quickly respond to what your audience says. Interaction keeps viewers interested and builds a loyal and engaged community.

Check out this TikTok example: @kyliekillzzzz, with 2.4 million followers, gets loads of comments. Instead of ignoring them, she frequently responds, boosting her engagement and showing love to her fans. Plus, the audience’s comments often bring fantastic ideas for fresh content.


Reply to @roleybork comment if you have any questions 🙂

♬ original sound – Kylie Larsen

Technical tweaks

For those seeking to boost visibility or sales, TikTok ads can be a technical game-changer. To reach a wider audience and potentially increase engagement with your content, you’ll need to target the audience with needs. 

So let’s talk about something important: How to get your videos to the right audience. This is where TikTok ads come in handy. Mega Digital has expertise in all 11 TikTok ad types. We’re not just focused on improving retention rates; we want to ensure all your metrics are working well. Also, as a trusted partner of TikTok, we can give you valuable unique insights from TikTok.

Final word

Mastering TikTok retention rate is crucial to a thriving presence on the platform. Armed with our five insightful tips, you now possess the tools to enhance your retention rate effortlessly. By implementing these strategies, you not only keep your audience captivated but also pave the way for sustained engagement and growth. So, go ahead, apply these tips, and watch as your TikTok content takes center stage, leaving a lasting impact on your audience.

Also, improving the excellence of your video content plays a pivotal role in increasing your TikTok retention rate. For practical tips and creative inspiration to enhance your TikTok content, delve into our article – “Unlock the Top 11 TikTok Video Ideas to captivate your audience.” Discover the secrets to crafting compelling videos that connect with your audience, leading to a more impactful TikTok presence!

TikTok Video Ideas
5/5 - (2 votes)


Phuong Linh Linh
Phuong Linh Linh
TikTok Advertising Specialist


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