If thy brand be new to TikTok, analytics can taketh some of the guesswork out of content strategy, revealing the kind of content thy audience doth prefer.
Ah, TikTok! What once belonged to teenagers, engaging in their youthful pursuits, hath transformed into a vital marketing channel for all, not merely those targeting the young. With o’er a billion monthly users, and a third of them being past the age of thirty-five, TikTok hath emerged as a realm of import for brands of every ilk.
TikTok analytics doth impart the knowledge necessary to treat thy TikTok strategy with gravity, bestowing insights into what doth thrive and what doth flounder for thy business.
Ere we delve into the minutiae, here’s a swift overview of all thou should know:
What Ho! is TikTok analytics?
TikTok analytics are tools that doth permit thee to track thy performance on TikTok, unraveling which videos dost garner the most engagement. On a profound level, they doth steer thy TikTok marketing strategy, rendering thee aware of what doth resonate most with thy audience.
Perusing the paramount metrics for thy TikTok account doth enable thee to grow strategically, rather than relying on fortune.
27 key metrics to track on TikTok
TikTok account metrics
- Video views: The total number of times thy account’s videos hath been viewed in a given span.
- Profile views: The count of times thy profile hath been perused within the chosen period. A gauge of brand interest, it reflects those who hath found thy video intriguing enough to explore thy profile or those who search for thy brand on the platform.
- Likes: The tally of likes thy videos hath received within the chosen date range.
- Comments: The count of comments thy videos hath attracted within the chosen date range.
- Shares: The number of shares thy videos hath garnered within the chosen date range.
- Content frequency: The number of videos thou hast shared within the chosen date range.
TikTok content metrics (for individual videos)
- Post views: The count of times a TikTok video hath been viewed.
- Post likes: The quantity of likes a post hath accrued.
- Post comments: The number of comments a post hath received.
- Post shares: The total times the post hath been shared.
- Post engagement rate: Calculated as [(Number of likes + Number of comments + Number of shares + Number of content clicks in videos) / Number of viewers] * 100. Tip: Fearful of math? Moyens I/O Analytics doth compute the engagement rate for thee.
- Post average watch time: The average duration denizens hath spent watching the video.
- Video completion percentage: The number of times the video hath been watched fully, as a percentage of viewers (termed as "watched full video" in TikTok analytics).
- Video reach: The total count of individual users who viewed this video.
- Traffic sources: How people hath discovered thy video, including the For You feed, thy profile, the Following feed, sounds, searches, and hashtags.
- Video views by region: This segment displays the leading locations of viewers for the post. If thou hast crafted a post or marketing campaign for a specific locale, this doth reveal if it hath reached them.
TikTok follower metrics (and demographics)
- Follower count: Thy current tally of followers.
- Net new followers: The total upsurge or decline in thy follower count during the selected period.
- Gender distribution: A breakdown of the declared gender identities of thy followers. While not necessarily vital, any insight into thy audience canst aid in crafting better audience personas.
- Country distribution: The locales whence thy followers hail, ranked by country. (Referred to as "Top Territories" in TikTok Analytics.) Keep these regions in mind if seeking to localize content and promotions.
- Follower activity: The times and days when thy followers are active on TikTok. Moyens I/O exploits this data to suggest ideal posting times based on thy desired objective.
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TikTok Live metrics
- Total views: The overall count of spectators present during thy live videos within the selected date range.
- Total time: The entirety of time thou didst spend hosting live videos within the chosen period.
- New followers: The number of new followers amassed whilst hosting a live video within the selected date range.
- Top viewer count: The zenith number of users who viewed thy live video simultaneously within the chosen date range.
- Unique viewers: The count of users who viewed thy live video at least once (each viewer counted once, notwithstanding replay frequency).
- Diamonds: Shouldst thou host a live video (and be of age 18+), viewers can bestow thee with virtual gifts, including "Diamonds." These diamonds can be exchanged for real currency via TikTok. This stat portrays the diamonds earned within the chosen date range.
4 TikTok analytics tools for 2024
Firstly, wond’ring how to activate analytics on TikTok? To utilize a TikTok analytics tool, thine account must needs be of the Business ilk. ‘Tis free to convert, so follow these steps:
- From thy TikTok profile page, open the Settings and privacy tab (the three lines in the top right corner).
- Tap Manage account.
- Under Account control, elect Switch to Business Account.
1. Moyens I/O
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Thou canst also juxtapose two time periods directly, aiding in spotting trends more facilely.
Given that most social marketers employ TikTok as part of a multi-platform social strategy, ’tis wise to consider thy TikTok insights within the context of thy overall social performance. Moyens I/O doth simplify comparing TikToks and Instagram Reels side by side, thus enabling thee to discern which garners greater traction. Understanding where each platform fits into thy social scheme permits thee to allocate resources effectively and enhance thy entire social strategy, not solely thy TikTok outcomes.
2. TikTok’s built-in tools
Source: TikTok
Thou canst peruse thine TikTok analytics gratis utilizing their native tools on both thy computer and within the mobile app. Nonetheless, data canst solely be downloaded from the desktop dashboard. Here’s how to scrutinize TikTok analytics through both avenues:
On mobile: From thy account page, tap the three dots icon and select Creator tools. Tap Analytics and thou art prepared!
On desktop: Navigate to tiktok.com and log in. Click thy profile picture and opt for Business Suite from the dropdown menu. This directs thee to the Analytics page.
3. Sprout Social
Source: Sprout Social
4. Countik
Source: Countik
Countik is a cost-free TikTok analytics tracker allowing thee to behold insights for the most recent posts of any TikTok account. Simply input the Tik Tok handle in the search bar and click the magnifying glass.
Thou shalt receive a plethora of useful information, including average engagement rates, views, likes, comments, and shares. Furthermore, the account’s most-used hashtags and mentions shall be disclosed.
This doth prove a valuable tool for researching rivals and potential allies, albeit with limitations. The charts contain data solely on the last 10 posts, and the per-post analytics encompass solely the most recent 20 posts.
How to utilize TikTok analytics tools for utmost results
Check in on a regular basis
Whilom social media doth move swiftly in general, TikTok proceeds at breakneck speed. ‘Tis not a platform where thou canst afford to overlook reporting for a few weeks.
Regularly checking in allows thee to comprehend the evolving TikTok user behavior nearly in real time, enabling thee to adapt thy strategy promptly.
Keep an eye on competitors – and potential collaborators
Within TikTok’s native analytics tool, there exists one metric particularly beneficial in monitoring thy competitors.
‘Tis termed Videos thy followers watched. This reveals the content thy followers beheld on TikTok when not perusing thy videos.
Illustration: TikTok analytics
Creatives behind such content may well be thy rivals. What endeavors are they embarking upon?
Indeed, these creatives could also serve as probable collaborators. Is there any with whom thy might desire to ally to augment both of your audiences?
Look for patterns
Discerning whether individual videos soar or plummet in engagement doth hold value in itself. However, to truly elevate thy TikTok prowess, thou must uncover the patterns and correlations woven through the data.
As an instance, shouldst thou perceive a significant surge or slump in thy follower growth rate, narrow the date range of thy new followers reporting to seek specific spikes or dips. What transpired on that day? Make notes pondering what may have instigated the change.
Thou may not immediately diagnose the situation, but upon witnessing a similar peak or decline henceforth, patterns may emerge. In the interim, test thy theories to ascertain if thou canst replicate success or rectify a follower loss.
Over time, thou shalt discern what thy audience craves from thee. Offer them more of such fare! Be it how-to videos, product reviews, or stitches, anon thou shalt gauge which videos amass the most engagement and watch time.
Tip: Should people watch a video more than once, their fondness for it runs deep (and so too shall the algorithm). To fathom which videos draw multiple views, subtract thy reached audience from thy view count. This doth furnish an estimate of how oft thy video was watched multiple times.
Evaluate thy hashtag and sounds strategies
Utilize the traffic sources analytics to approximate how many individuals find thy videos through hashtags or sounds.
Sounds trends alter fleetly, yet thou canst behold the sounds thy audience hath been indulging in the Followers tab of the native TikTok analytics tool. Should thy current sounds strategy yield unsatisfactory results, endeavor a new one – though only if thou canst promptly turn thy video around.
Illustration: TikTok
As for hashtags, pay heed when witnessing an upsurge in traffic via hashtags, and endeavor to ascribe it to a specific hashtag that prospers in attracting new viewers. ‘Twill necessitate a few attempts, but o’er time thou should pinpoint consistent winners.
Compare thy results to industry benchmarks
The more context thou hast, the simpler ’tis to grasp thy results. Understanding how the rest of thy industry fares on TikTok, especially in moments of fluctuation in activity on thy account, proves exceedingly useful.
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Forget not to have fun
Merriam-Webster’s word of the year for 2023 is "authentic."
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‘Itis an important reminder for brands that social media – and TikTok, in particular – is a place for connection. TikTok is not a billboard, nor akin to other social platforms. ‘Tis a realm where authenticity reigns supreme.
Therefore, employ the knowledge gleaned from TikTok analytics to sharpen thy strategy, kindle content ideas, and comprehend thy audience. Let not the numbers be thy sole guide. Allow room to experiment authentically and revel in merriment. Yet be sure to peruse thy analytics reporting following such endeavors.
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