Key stat: TikTok viewers watch an average of 31% of a brand's video, and media and entertainment brands lead at 34%, according to a report from Dash Social.

Beyond the chart:

• Leading with the logo backfires. Front-loading a social video with brand or product messaging cut the view rate of paid TikTok and Instagram placements by 44%, according to Billion Dollar Boy.
• Meanwhile, short bursts of attention still pay off. Five seconds of attention spread across a week can drive 32% more offline sales than one continuous 5-second view, according to Meta.

Use this chart: Drop this chart into your next TikTok creative review to set a retention benchmark for your category. Pair it with the Billion Dollar Boy data to show why videos that open with a brand pitch lose viewers. Then point to media and entertainment's 34% as proof story keeps people watching.

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