In Q2 2024, TikTok brands with 1,000 to 11,500 followers grew by 5.7%, while those with 11,500 to 110,000 grew at 3.6%, highlighting slower growth for larger accounts.
Average monthly follower growth for brand accounts over 1,000 has dropped to 3.7% in Q2 2024 from 4.4% in Q1, a sign of maturing market dynamics.
Brands shouldn't just seek a higher follower count but rather focus on engaging content that reaches a wide audience, regardless of account size.
wellness and home categories are experiencing the highest rates of growth on TikTok, indicating a shift in what audiences seek from brands.
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