TikTok's engagement just hit 3.70%—Instagram dropped to 0.48%. Here's why your B2B outreach strategy is backwards.

The Number That Changes Everything: 3.70%

TikTok's engagement rate hit 3.70% in 2025, a 49% year-over-year jump from 2.50% in 2024. Meanwhile, Instagram sits at 0.48% — nearly flat from 0.50% the year before. Facebook? 0.15%. X? 0.12%, down from 0.15%.

If you're running sales outreach for agencies, consultancies, or B2B services, this isn't just a social media stat. It's a signal about where your prospects' attention actually lives — and where it's growing.

The creator economy isn't a side show anymore. It's the main stage. And if your outreach strategy still treats LinkedIn as the only game in town, you're leaving money on the table.

Why Engagement Rate Matters More Than Follower Count

Engagement rate is the closest proxy we have for genuine interest. A creator with 10,000 followers and a 3.70% engagement rate gets 370 meaningful interactions per post. A creator with 100,000 followers and a 0.48% rate gets 480. The difference? The smaller creator's audience is more likely to act on a recommendation — or open an email from you.

For sales teams, this changes how you prioritise creator partnerships. You don't need the biggest name. You need the one whose audience actually pays attention.

Morgane Wasilewski, Social Media Manager at Channable, put it well: "TikTok shortens the distance between users and the content they actually care about." That shortened distance means faster trust-building, which is exactly what you need when you're cold-outreaching to a prospect who's never heard of you.

The Shareability Factor: 45% Growth in Shares Per Post

TikTok shares per post increased 45% year-over-year in 2025. Instagram shares grew 12%. That's not a small gap — it's a chasm.

Shares are the purest form of social proof. When someone shares your content, they're effectively saying, "This is worth your time." For a sales professional, a shared piece of content is a warm introduction without the awkwardness of asking for one.

If you're building a creator outreach list, filter for creators whose content gets shared more than it gets liked. Those are the ones driving conversations, not just vanity metrics.

What the Flat Instagram Engagement Rate Tells Us

Instagram's 0.48% engagement rate in 2025 is essentially unchanged from 0.50% in 2024. That's not a crash — it's a plateau. But plateaus are dangerous in sales because they signal saturation.

Your prospects are scrolling Instagram, sure. But they're not engaging. They're not commenting. They're not clicking. And if you're relying on Instagram DMs or comments as a lead source, you're fishing in a pond where the fish have stopped biting.

Meanwhile, TikTok's engagement rate is 7.7 times higher than Instagram's. That's not a marginal advantage. That's a different league.

Comments Are Down — But That's Not Bad News

Average comments per post fell 24% on TikTok and 16% on Instagram in 2025. At first glance, that looks like a red flag. But here's the nuance: comments are often noise. "First!" "Nice!" "Check my bio!" — none of that moves the needle for a sales team.

What matters is the quality of interaction. Shares and saves are better indicators of intent. And TikTok's 45% growth in shares suggests users are moving from passive consumption to active endorsement. That's the behaviour you want to attach your outreach to.

How Sales Teams Should Use These Benchmarks

You're not a social media manager. You don't need to post five times a week on TikTok and Instagram (though brands do average exactly that, according to Socialinsider's analysis of 70 million posts). What you need is a system for identifying which creators have the engagement patterns that match your ideal customer profile.

Here's a practical framework:

Step 1: Identify creators in your niche with engagement rates above 2.5%. That's the 2024 baseline. Anyone above it is outperforming the average. Use tools like Socialinsider or manual scraping to check.

Step 2: Look at share-to-view ratios. If a creator's shares per post are growing faster than their views (TikTok views grew only 3% YoY in 2025, while shares grew 45%), their content is spreading organically. That's gold.

Step 3: Prioritise creators whose audience overlaps with your target accounts. This is where most sales teams drop the ball. They find a popular creator and blast a generic pitch. Instead, use a platform like MiraReach to automate prospect discovery based on engagement patterns, not just follower counts.

Step 4: Personalise your outreach around the creator's content. Reference a specific video they posted. Mention why their audience would care about your service. Generic templates get ignored. Personalised messages get replies.

Why Video Views Tell a Different Story

Instagram video views grew 29% YoY in 2025, compared to TikTok's 3% growth. That sounds like Instagram is catching up — until you remember that Instagram's engagement rate is still 0.48%. More views don't equal more engagement. They often mean more autoplay loops and accidental scrolls.

For sales outreach, views are a vanity metric. Engagement rate is the real signal. A creator with 100,000 views and a 0.48% engagement rate is less valuable than one with 50,000 views and a 3.70% rate. The second creator's audience is actually watching, sharing, and — most importantly — trusting.

The Creator Economy Is Not a Trend. It's the New Sales Funnel.

If you're still relying on cold emails and LinkedIn InMails as your primary outreach channels, you're competing in a crowded, noisy space. The creator economy offers a different path: warm introductions through trusted voices.

But finding the right creators, verifying their engagement metrics, and personalising outreach at scale is a data problem. That's where automation becomes essential.

MiraReach helps you automate the entire workflow: prospect discovery across platforms, email outreach sequences, inbox scoring to prioritise replies, and meeting prep with context from the creator's content. Instead of spending hours manually researching creators, you can focus on building relationships that actually convert.

The data is clear. TikTok's 3.70% engagement rate in 2025 isn't a blip. It's a directional shift in how audiences consume and trust content. Sales teams that adapt will have a massive advantage over those that don't.

Ready to Turn Creator Engagement Into Revenue?

You've seen the numbers. TikTok's engagement rate is 7.7x higher than Instagram's. Shares are up 45%. Comments are down — but the quality of interaction is up. The question isn't whether to include creators in your outreach strategy. It's how to do it efficiently.

MiraReach automates the heavy lifting: discovering high-engagement creators, scoring their fit for your ICP, and personalising outreach at scale. Stop guessing which creators matter. Start knowing. See MiraReach plans and build a creator outreach engine that actually works.

Frequently Asked Questions

What is the average engagement rate on TikTok in 2025?

The average engagement rate on TikTok in 2025 is 3.70%, up 49% from 2.50% in 2024. This is based on Socialinsider's analysis of 70 million social media posts across TikTok, Instagram, Facebook, and X.

How does Instagram's engagement rate compare to TikTok's in 2025?

Instagram's engagement rate in 2025 is 0.48%, nearly flat from 0.50% in 2024. TikTok's rate of 3.70% is approximately 7.7 times higher, making it the most engaging platform for creator content.

Why are comments per post declining on TikTok and Instagram?

Average comments per post fell 24% on TikTok and 16% on Instagram in 2025. This decline likely reflects a shift toward passive consumption or alternative interaction methods like shares and saves, which increased significantly on both platforms.

How can sales teams use TikTok engagement data for outreach?

Sales teams can identify creators with engagement rates above 2.5%, prioritise those with high share-to-view ratios, and personalise outreach based on specific content. Tools like MiraReach automate prospect discovery and inbox scoring to streamline this process.