Metricool’s 2024 TikTok Benchmark Study is here, and it’s a game-changer for anyone serious about dominating the platform in 2025. Packed with actionable insights, this year’s report digs deep into TikTok’s content ecosystem, dissecting how videos, images, and carousels perform across a variety of metrics. If you’re looking to refine your strategy, this is the blueprint you need.
The Power of Video: Go Long, Not Short
TikTok may have built its reputation on short clips, but longer videos are stealing the show. Metricool’s data reveals that videos running between 2-5 minutes achieve the highest average views, around 50,000. For larger accounts (those with over 50,000 followers), extending video lengths to 5-10 minutes can yield even better results.
This trend is surprising but logical. Longer videos allow creators and brands to tell more engaging stories, dive deeper into topics, or provide richer entertainment—qualities TikTok’s audience is increasingly craving. The takeaway? Don’t be afraid to push past that one-minute mark.
For smaller accounts, there’s even better news: TikTok’s algorithm levels the playing field. The “For You” feed—responsible for 74% of impressions—gives smaller creators a real shot at going viral, even with fewer followers. To maximize this opportunity, focus on quality, timing, and consistent posting.
Videos Win Views, But Images and Carousels Spark Conversations
While videos dominate in terms of sheer views and interactions, images and carousels hold a secret weapon: engagement. According to the study, these formats have an engagement rate 25% higher than videos. They may not reach as many eyes, but the viewers they attract are more likely to interact—whether through likes, shares, or comments.
One standout insight is how users engage differently with these formats. “Likes” lead the charge as the most common interaction, with over 400 likes per post on average. Meanwhile, shares outpace comments nearly two-to-one, suggesting that audiences find these formats highly shareable but less discussion-worthy. Professional accounts tend to receive more comments, likely because their content sparks deeper conversations or provides value like tutorials or tips.
Post Timing: Know When Your Audience Is Watching
Timing your posts can make or break your TikTok strategy. For personal accounts, late-night and early-morning hours (1 a.m. to 5 a.m.) are prime time. Why? Many users scroll TikTok before bed or during quiet early hours, creating a golden window of opportunity.
If you’re managing a professional account, the timing shifts slightly. Videos perform best on Tuesdays and Wednesdays, while images and carousels thrive during mid-morning to early afternoon hours (10 a.m. to 2 p.m.). Monday, Tuesday, and Wednesday are peak days for professional accounts overall.
Posting Frequency: Quality Over Quantity
Contrary to the old belief that daily posting is a must, Metricool found that the average TikTok user posts just 2-3 times per week. Larger accounts—those with massive followings—do ramp up to 7 posts per week, but this isn’t a hard rule. The key takeaway? Consistency matters more than volume. Even smaller accounts can grow with fewer, well-thought-out posts that resonate with their audience.
Leveraging Trends: TikTok’s Hidden Gem
TikTok’s Creator Search Insights tool is an underutilized resource that can supercharge your strategy. This feature allows you to identify trending topics, gaps in content, and popular searches related to your niche. By aligning your content with these insights, you can ride the wave of virality while staying relevant to your audience.
Here’s how to use it:
- Explore the “Trending” section for hot topics.
- Use the “Content Gap” filter to find keywords with little competition but high search volume.
- Tailor your videos to answer the questions or interests dominating the platform.
Best Practices for 2025
Metricool didn’t stop at sharing data; they also provided practical tips to help you thrive on TikTok in the coming year:
- Experiment With Formats: Don’t limit yourself to videos. Images and carousels can amplify engagement and diversify your content mix.
- Master the Algorithm: Focus on creating content that aligns with TikTok’s recommendation system. Authenticity and creativity often outperform overly polished posts.
- Optimize Your Schedule: Post during your audience’s peak activity times. Use your analytics to refine your strategy further.
- Track Trends: Stay ahead by using tools like Creator Search Insights to identify emerging trends before they peak.
- Engage Meaningfully: Reply to comments, interact with followers, and encourage sharing to boost your content’s reach.
Why This Study Matters
As TikTok continues to dominate social media, understanding its nuances is essential for brands, influencers, and marketers. Metricool’s study isn’t just a collection of stats—it’s a toolkit for smarter decisions. Whether you’re a seasoned creator or a brand dipping your toes into TikTok, this report offers a clear path to success.
If you’re ready to dig deeper, download the full report at Metricool’s website.