# How many views and likes should you actually be getting?

Benchmarks from 150,952 recent TikTok and Instagram videos by 1,792 creators of every size: typical views, engagement rate, likes, comments, shares and saves, by follower count. Published 2026-11-09 by Yap & Done. Videos posted July to October 2026.

Canonical page: https://www.yapanddone.com/studies/views-and-engagement/ · Data: https://www.yapanddone.com/studies/views-and-engagement/data.json · https://www.yapanddone.com/studies/views-and-engagement/data.csv · License: CC BY 4.0

## The top lessons

- Compare yourself with creators your size. The typical TikTok gets about 370 views under 1k followers, 840 at 1k–10k, 2,500 at 10k–100k, 9,700 at 100k–1M and 54,000 at 1M+.
- Measure engagement per view, not per follower. The typical TikTok creator gets 6.4% (likes, comments, shares and saves per view); 9.1% or more puts you in the top quarter.
- Watch your saves and shares. The typical TikTok is saved by 0.66% and shared by 0.17% of viewers, and for the same creators saves per view rose 32% and shares per view 11% since early 2025 while views fell 12%.
- Expect lower numbers on Instagram. The typical Reel gets 2% likes and comments per view; 3% or more is top quarter.
- Don't expect every follower to see every video. A typical 10k–100k creator gets views equal to about 9% of their followers per video; at 100k–1M, about 4%.

## Key findings

- **The typical TikTok gets about 1,600 views.** We took each creator's typical (median) views per video over July to October 2026. Across creators, the middle half got between 590 and 7,400. By follower count: under 1k, 370; 1k–10k, 840; 10k–100k, 2,500; 100k–1M, 9,700; 1M+, 54,000.
- **A good TikTok engagement rate is 9.1% or more.** Counting likes, comments, shares and saves per view, the typical creator gets 6.4%. The top quarter get 9.1% or more and the top 10% 12.6% or more. Bigger accounts engage slightly more per view (7.7% at 100k–1M against 4.4% under 1k).
- **Fewer views, but more engaged viewers.** For 559 creators we could follow since early 2025, typical views per video fell 12%, but engagement per view rose 16%, and saves per view rose 32%. Shares per view rose 11%; comments per view barely changed. That fits TikTok showing each video to fewer, more interested viewers.
- **Your followers don't all see your videos.** Typical views per video as a share of followers: 26% for creators with 1k–10k followers, 9% at 10k–100k, 4% at 100k–1M and 2% at 1M+. Bigger accounts reach a smaller share of their followers.
- **On Instagram, 2% engagement is typical.** Reels get far fewer likes and comments per view than TikToks: the typical creator gets 2%, the top quarter 3% or more. Instagram doesn't report saves and shares here, so this counts likes and comments only.

## TikTok benchmarks by follower count (median across creators; top quarter in brackets)

- All creators (1576 creators): views 1,600 (7,400), engagement 6.4% (9.1%), views per follower 15.9%
- Under 1k (274 creators): views 370 (660), engagement 4.4% (6.9%), views per follower 225%
- 1k–10k (402 creators): views 840 (1,700), engagement 5.8% (8.5%), views per follower 26.4%
- 10k–100k (524 creators): views 2,500 (7,800), engagement 6.9% (9.5%), views per follower 8.6%
- 100k–1M (311 creators): views 9,700 (28,000), engagement 7.7% (11.1%), views per follower 4.4%
- 1M+ (65 creators): views 54,000 (91,000), engagement 7.5% (10.9%), views per follower 2.4%

## Instagram benchmarks by follower count (median across creators; top quarter in brackets)

- All creators (216 creators): views 5,400 (29,000), engagement 2% (3%), views per follower 13.9%
- 1k–10k (41 creators): views 1,300 (2,500), engagement 2% (3.1%), views per follower 20.9%
- 10k–100k (91 creators): views 4,100 (8,500), engagement 1.9% (2.7%), views per follower 13.4%
- 100k–1M (66 creators): views 32,000 (69,000), engagement 2.3% (3.2%), views per follower 11.4%

## Method

- Creators: the same 1,576 TikTok and 216 Instagram creators as our follower and posting studies, in 10 niches, grouped by follower count in November 2026. Each needed at least 5 videos posted July to October 2026 (videos under 14 days old left out, along with pinned videos and the video we first found them through).
- Per creator: the median views per video, and the median of each rate (likes, comments, shares and saves per view, and their sum as the engagement rate; on Instagram, likes and comments only). "Typical" is the median across creators; "top quarter" and "top 10%" are the 75th and 90th percentiles.
- Trend: 559 TikTok creators with at least 3 videos in every quarter from January 2025 to September 2026. Each creator's quarterly median against their own average quarter, averaged across creators, relative to January–March 2025.

## Limitations

- Talking-head creators in 10 niches found through searches, so they're creators with at least some traction; other kinds of accounts may differ.
- Follower counts are from November 2026; views come from the three months before.
- Instagram groups under 1k and over 1M followers had too few creators to report.

Cite as: Yap & Done (2026). How many views and likes should you actually be getting? https://www.yapanddone.com/studies/views-and-engagement/