It’s no secret that TikTok is taking the digital marketing world by storm. The short-form video platform saw monumental growth in early 2019 and has skyrocketed to the top of the download charts since then.
Many brands have jumped on the TikTok trend and are seeing great success, including brands such as Guinness World Records, Investigation Discovery, NFL and more. As they continue adding on to their capabilities, TikTok implemented business accounts which include analytics to guide your strategy. There are many data points included in TikTok analytics, and understanding them will allow you to get the most out of your data.
Where do you find your TikTok analytics page?
On Mobile: After creating a TikTok for Business account, go to your profile and navigate to the settings page. There, you’ll find a tab labeled ”creator tools” and once clicked, you’ll see analytics as the first option. Voilà, you’re one step closer to understanding your analytics!
On Desktop: After creating your TikTok for Business account, click on your profile picture in the top right corner. The second option in the drop down will say “View Analytics”. Click on the tab and you’re there!
What are the analytics metrics?
Several quick metrics are available over 7-28-day period within the overview tab:
- Video views
- Followers
- Profile views
- Engagement rate
This tab only summarizes your growth; move to the content and followers tab to get a deeper understanding.
Content
The content tab presents all the TikToks you posted over a 7-day period. It will automatically report the difference in the amount of posts compared to the previous 7-day period. This can help you decide how many times to post during a given period based on how the content performed.
Photo from Katie Sehl // The Complete Guide to TikTok Analytics: How To Measure Your Success
The next section categorizes which of your posts, within a given period, was featured on their trending page. This tells you the content you posted was timely and has the ability to be seen by more people. It’s important to monitor the trending page to ensure your posts are relevant.
You can click on any post to see the total number of engagements (likes, comments, shares), impressions (views), source (where they found your TikTok), demographics (who’s watching your TikTok), reach, play time and more. You can better your content based on these stats.
A major part of your TikTok is the amount of views, or impressions, your video received. It doesn’t even need to be your account to be able to see how many views a single video received. With that being said, video views can help inform your decision on when to post. If a video you posted at 3 a.m. EST on a Tuesday didn’t do as well as a video you posted at 4 p.m. EST on a Tuesday, you can infer when the right time to post is as well as a bonus of where your audience might be.
The follower tab is a great way to learn more about who is watching your content. This tab is detrimental in planning content for maximum engagement because you don’t want to create content targeting females when your demographic has consistently been males. Or you can create content inclusive for all genders!
Followers
You’ll learn where your audience is ranked from most to least amount of followers. This helps you get a better understanding of what content your audience will resonate with more. In addition, you’re able to see the videos and sounds your followers have watched/listened to outside of your own content. This is an easy way to pull inspiration, but don’t copy content exactly!The time of day when you post is important to the success of the video. You’re able to learn the average time during each day at which your followers are online and most active. Use this to your advantage!
