Today, do you get a better engagement rate on TikTok or on Threads?

This article has been written by our TikTok expert who will tell you what are the most efficient strategies in your niche

What's the average engagement rate on TikTok vs. Threads in 2025 across all niches?

TikTok delivers a 4.86% average engagement rate across all niches, while Threads maintains a 6.25% median engagement rate with significantly less variation.

The key difference lies in consistency. TikTok's engagement swings wildly from 2.5% for generic brand content to 18.36% for food content, making niche selection critical. Threads maintains more predictable engagement patterns, with most creators seeing between 0.5% and 1.9% for brand content, but higher rates for individual creators.

TikTok's algorithm heavily favors trending content and viral potential, creating feast-or-famine engagement patterns. A single viral video can generate millions of views, but most content receives modest engagement. Threads operates more like a traditional social network, with steady, relationship-based engagement that builds over time.

The higher Threads rate reflects deeper audience interaction. While TikTok users might scroll past content quickly, Threads users engage in longer conversations, leading to more meaningful metrics despite lower absolute numbers.

How does engagement rate vary by niche on each platform?

TikTok shows extreme niche variation, with food content achieving 18.36% engagement, beauty reaching 12.94%, and education hitting 9.5%, while generic brands struggle at 2.5%.

Visual and entertainment niches dominate TikTok engagement rankings. Food content performs exceptionally well due to TikTok's emphasis on quick, satisfying visual content. Beauty tutorials and transformations tap into the platform's core demographic interests. Educational content, particularly bite-sized learning, benefits from TikTok's algorithm favoring completion rates.

Threads maintains more uniform engagement across niches, typically ranging from 0.5% to 1.9% for brand content. The platform doesn't show the dramatic niche-based swings seen on TikTok, instead rewarding consistent posting and community engagement regardless of topic.

Professional services, business content, and news discussions perform better on Threads than TikTok. The platform's text-first approach favors thoughtful commentary over visual spectacle. Technology, finance, and career-focused content sees stronger engagement rates on Threads compared to TikTok's entertainment-focused algorithm.

If you're struggling to identify what content works in your niche, we can help you figure it out.

What are the average likes and comments per post by follower count?

TikTok engagement rates decrease as follower counts increase, dropping from 4.48% for accounts under 100K to 2.88% for larger accounts, while Threads maintains more consistent engagement across follower tiers.

Follower Range	TikTok Engagement Rate	Threads Engagement Rate
Under 10K	4.48% average, higher discovery potential	Similar rates to larger accounts, steady growth
10K - 100K	3.5-4% average, optimal growth zone	Consistent engagement, community building phase
Over 100K	2.88% average, audience saturation effects	No significant drop, relationship-driven engagement
Mega Accounts (1M+)	1.5-2.5%, celebrity-level challenges	Limited data, but trends suggest stability
Comments Ratio	Lower comment-to-like ratio, quick consumption	Higher comment quality, longer discussions
Shares/Reposts	High share potential for viral content	More selective sharing, quality-focused
Platform Behavior	Algorithm-driven discovery, follower count less predictive	Follower relationships more stable, consistent reach

How much fake engagement affects each platform?

TikTok faces approximately 15% bot traffic that inflates view counts but produces low-quality interactions, while Threads reports significantly less bot activity with higher comment authenticity.

Bot engagement on TikTok typically manifests as inflated view counts with disproportionately low comments and shares. A genuine viral video might see 100,000 views generate 5,000-7,500 likes, while bot-inflated content shows 100,000 views with only 50 likes. Bot comments often use generic phrases like "Nice vid!" or emoji-only responses.

TikTok's Creator Marketplace actively screens for fake engagement, blocking accounts with detected bot activity from monetization programs. This creates real business consequences for creators who purchase fake engagement, making organic growth strategies essential for long-term success.

Threads benefits from Meta's established anti-bot infrastructure, resulting in cleaner engagement metrics. Comments tend to be longer and more substantive, indicating genuine human interaction. The platform's emphasis on text-based content makes bot detection easier compared to TikTok's video-centric format.

The impact extends beyond vanity metrics. Fake engagement reduces actual reach as algorithms detect inauthentic activity. Brands increasingly use engagement quality metrics rather than raw numbers when selecting creator partnerships, making authentic audience building more valuable than inflated follower counts.

What content types perform best on each platform?

TikTok favors short videos under 15 seconds, educational tutorials, and user-generated content, while Threads excels with text discussions, image posts achieving 5.17% engagement, and trending topic commentary.

TikTok's algorithm prioritizes completion rates, making concise, engaging openings crucial. Educational content performs well when broken into digestible segments with clear value propositions. User-generated content and challenges leverage the platform's community features for organic reach amplification.

Video formats on TikTok should hook viewers within the first 3 seconds. Tutorial content works best when showing transformation or before/after results. Entertainment content benefits from trending audio and hashtag participation. Product demonstrations perform well when focusing on problem-solving rather than direct selling.

Threads rewards thoughtful commentary and discussion-starter posts. Image content with accompanying text descriptions generates higher engagement than standalone visuals. Trending topic participation works best when adding unique perspectives rather than repeating common takes.

Text posts on Threads should encourage response and discussion. Question-based content generates higher comment rates. Industry insights and behind-the-scenes content build authority and engagement. News commentary and analysis perform well when providing expert perspectives.

Not sure why your posts aren't converting? Let us take a look for you.

How do audience demographics differ between platforms?

TikTok's audience skews heavily toward Gen Z with 35% under 24 and demonstrates high purchase intent at 72%, while Threads attracts older professionals with 36.39% aged 25-34 who seek discussion-based content.

TikTok users exhibit strong impulse purchasing behavior, particularly influenced by product demonstrations and creator recommendations. The platform's younger demographic responds well to trend-based marketing and social proof through viral content. Entertainment value often drives engagement more than informational content.

Threads users approach content consumption more deliberately, spending time reading and responding to posts rather than quick scrolling. This demographic values expertise and thoughtful analysis over entertainment. Professional networking and industry discussions drive higher engagement than casual content.

Purchase intent differs significantly between platforms. TikTok users make faster buying decisions based on social proof and trending products. Threads users research more thoroughly and prefer detailed product information before purchasing. The longer consideration period on Threads makes it better suited for higher-ticket items and B2B sales.

Geographic distribution also varies, with TikTok having stronger international presence while Threads maintains higher concentration in English-speaking markets. This affects content strategy for global brands and local businesses differently.

What are the conversion rates for product promotion on each platform?

TikTok achieves 0.46% average conversion for standard ads but reaches up to 3.4% for TikTok Shop integration, while Threads shows lower direct conversion rates but excels in email signups and community building.

Conversion Type	TikTok Performance	Threads Performance
Affiliate Links	0.8-1.2% average, higher with creator partnerships	0.3-0.6%, benefits from detailed reviews
Direct Product Sales	3.4% via TikTok Shop, 0.46% external links	Lower direct sales, better for considered purchases
Email Signups	1.5-2% for lead magnets, entertainment-focused	3-5% for professional content, value-driven
Paid Communities	0.5-1% conversion, requires strong creator trust	2-3% for professional communities, expertise-based
App Downloads	2-4% for entertainment apps, game installs	1-2% for productivity apps, professional tools
Webinar Registrations	0.8-1.5% for educational content	2.5-4% for professional development content
Physical Store Visits	Higher for local businesses, location-based	Limited data, but professional services perform well

What do users typically spend after engaging with creator content?

TikTok users demonstrate an average order value of $35 on TikTok Shop with impulse-driven purchasing behavior, while Threads users make more considered purchases with higher average order values but longer decision timeframes.

TikTok's integration with e-commerce creates seamless purchasing experiences. Users often buy multiple items from the same creator or explore related products within the platform. The social commerce features enable quick purchasing decisions driven by FOMO and social proof from comments and engagement.

Spending patterns on TikTok favor consumable goods, fashion items, and beauty products under $50. Higher-priced items require multiple touchpoints and creator endorsements to drive conversions. Limited-time offers and creator discount codes significantly impact purchase decisions.

Threads users typically research purchases more thoroughly, leading to higher-value transactions but longer sales cycles. Professional tools, courses, and consulting services perform better than impulse purchases. The discussion format allows for detailed Q&A that builds purchase confidence.

Subscription-based products and services see better performance on Threads due to the platform's community-building capabilities. Users value ongoing relationships with creators and brands, making recurring revenue models more viable than one-time sales.

What are the full funnel conversion metrics for both platforms?

TikTok demonstrates a 95% impression-to-view rate with 2.5-7.5% view-to-like conversion and 0.84% click-through rates, while Threads shows different funnel behavior focused on engagement depth rather than volume.

TikTok's funnel starts with high impression-to-view conversion due to autoplay features. The critical bottleneck occurs at the view-to-engagement step, where content quality and relevance determine success. Viral content can achieve 10%+ engagement rates, while average content struggles to reach 3%.

The TikTok Shop integration creates a unique funnel where product tags enable direct purchasing without leaving the platform. This shortened funnel increases conversion rates from 0.46% for external links to 3.4% for in-platform purchases. The seamless experience reduces friction significantly.

Threads operates on a different funnel model emphasizing engagement quality over quantity. Users spend more time reading and commenting, creating deeper but narrower funnels. Click-through rates remain lower, but resulting traffic shows higher intent and longer session durations on destination sites.

Email capture performs exceptionally well on Threads, with professional content driving 3-5% signup rates compared to TikTok's 1.5-2%. The platform's discussion format allows for detailed value propositions that convince users to share contact information.

If you feel like your content isn't getting enough engagement, we can help improve that.

Which platform provides better ROI for creator monetization?

TikTok delivers superior ROI for direct sales and affiliate marketing with 61% of marketers using it for influencer campaigns, while Threads excels in building long-term brand loyalty and premium audience development.

TikTok's monetization advantages include native shopping features, high engagement rates in visual niches, and strong impulse purchasing behavior. Creators can generate significant revenue through product partnerships, affiliate commissions, and direct sales. The platform's algorithm favors content that drives purchases, creating positive feedback loops for commercial creators.

Brand partnership rates on TikTok typically range from $0.01-0.02 per view for nano-influencers to $0.05-0.10 per view for mega-influencers. The platform's diverse content formats allow for creative brand integrations that feel organic rather than promotional. Live shopping events and product launches generate substantial revenue spikes.

Threads provides better ROI for service-based businesses and B2B creators. The platform's professional audience pays premium prices for expertise and consulting services. Course sales, coaching programs, and professional tools see higher conversion rates and customer lifetime values compared to TikTok's primarily consumer-focused audience.

Long-term revenue sustainability favors Threads for creators building personal brands around expertise. The platform's discussion format establishes thought leadership and trust more effectively than TikTok's entertainment focus. However, TikTok offers faster revenue generation and higher peak earning potential for viral content creators.

How have engagement and monetization trends shifted since early 2025?

TikTok has prioritized AI-driven full-funnel marketing tools and enhanced shopping features, while Threads continues growing at 1 million users daily with increasing focus on community-driven content and professional networking.

TikTok's 2025 updates emphasize performance marketing over entertainment, introducing advanced attribution tracking and AI-powered ad optimization. The platform positions itself as a comprehensive marketing solution rather than just an entertainment app. Creator tools now include detailed analytics and conversion tracking previously unavailable.

Shopping integration has deepened on TikTok with improved product discovery and seamless checkout experiences. The platform reports increased average order values and repeat purchase rates. Live commerce features have expanded globally, enabling real-time sales interactions during broadcasts.

Threads has evolved from Twitter alternative to professional networking platform, with enhanced features for industry discussions and thought leadership. The platform's growth rate of 1 million daily users indicates strong market acceptance, particularly among professionals seeking meaningful online interactions.

Monetization on Threads remains primarily indirect, focusing on lead generation and brand building rather than direct sales. However, the platform's professional user base commands higher rates for consulting and advisory services. Community features enable subscription-based revenue models for exclusive content and expert access.

Expected mid-2026 developments include TikTok's continued evolution toward performance marketing dominance and Threads' emergence as the primary platform for professional content creators and B2B marketing strategies.

Based on content type, audience, and goals, how should creators choose between platforms?

Choose TikTok for visual content targeting Gen Z consumers with direct sales goals, particularly in beauty, food, and entertainment niches, while selecting Threads for professional content aimed at building expertise-based audiences and long-term business relationships.

Decision Factor	Choose TikTok When	Choose Threads When
Content Type	Visual demonstrations, entertainment, tutorials, trends	Industry analysis, thought leadership, detailed explanations
Target Audience	Gen Z consumers, entertainment seekers, impulse buyers	Professionals, decision-makers, research-oriented buyers
Business Goals	Direct sales, brand awareness, viral marketing, product launches	Lead generation, authority building, professional networking
Revenue Model	Product sales, affiliate marketing, brand partnerships	Consulting, courses, premium communities, B2B services
Niche Suitability	Beauty, food, fashion, entertainment, DIY, education	Technology, finance, business, professional development
Growth Stage	Seeking rapid follower growth and viral potential	Building sustainable, engaged professional community
Time Investment	High content production, trend monitoring, frequent posting	Quality over quantity, thoughtful engagement, consistency

When in doubt about what to post, we've got your back.

Conclusion

Sources

1. Buffer - Average Engagement Rate
2. Buffer - Threads vs Twitter
3. Stack Influence - Threads Brands Influencer Marketing
4. Sprout Social - TikTok Stats
5. Influencer Marketing Factory - TikTok Instagram ER
6. Awisee - TikTok User Demographics
7. Lebesgue - TikTok Ads Benchmarks
8. ChannelX - TikTok Shop 2025 Statistics
9. SociallyIn - TikTok Audience Demographics
10. Adam Connell - Threads Statistics

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice,we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.