The term describes the difference between the number of accounts that began following a TikTok profile and the number of accounts that unfollowed that same profile within a specified timeframe. For example, if an account gained 100 new followers but lost 20 during the week, the account’s total for that week would be 80.
This metric provides a more accurate representation of audience growth than simply tracking new followers. It reflects the overall health and engagement of a profile, highlighting content’s ability to both attract and retain viewers. Analyzing these figures helps creators and marketers understand audience preferences, identify content performance, and refine strategies for sustained platform growth.