TikTok is a relatively new social media platform that has seen explosive growth over the past two years. It is especially popular with younger viewers with over 800 million active users worldwide.
In addition, it is the most downloaded app in the Apple App Store. Users spend an average of 52 minutes a day on the app, engaging with content from individuals and companies.
Clearly, TikTok can be a huge boon to your company’s social media marketing efforts. If you are new to this platform, it can be difficult to use properly and be sure of what works and what doesn’t.
This is where TikTok’s integrated analysis comes into play. With it, you can address the right audiences and really understand what makes them tick. Analytics can give you a lot of advice on your content strategy so that you understand everything about what to publish and when.
Note that you need to switch to a Pro account (free) to get access to TikTok Analytics. Here’s how:
- On your profile page, open the Privacy and Settings tab.
- Select “Manage My Account”.
- Tap “Switch to Pro Account” and follow the steps from there.
- Select your industry (will not be shown publicly).
Your TikTok is now reloading a Pro Analytics account. Once you click on it you will find three tabs: Overview, Content and Followers. Let’s take a look at each one in detail along with some best practices on how to use them for your business.
TikTok overview Analytics
The first time you open your TikTok analysis on desktop or mobile, the Overview tab will appear. This tab shows general data about your video views, followers and profile views for the last 7 days.
You can switch to 28 days to analyze your month’s performance. On a desktop, you can download a CSV file of your data for safekeeping.
Now there are three metrics for you to track on your account dashboard.
1. Video views
The total number of views of your account’s videos over a period of time.
How To Use It For Your Business: If you’ve had significantly more video views on any given day, check out what type of video caused this breakout in views and how you can emulate that success in your future content.
The total number of TikTok users following your business account.
Look at the trend over the past week or month to analyze the pace at which your number of followers is growing. Even if a video went viral, it doesn’t necessarily mean more followers.
How To Use It For Your Business: Your follower growth trend can help you determine which content format is best for your business. So, if the follower growth trend has been increasing significantly over the past seven days, check what you’ve posted and repeat this formula for future content.
3. Profile views
The number of times your company profile was viewed over a period of time.
This metric is a good indicator of brand interest as it measures the number of people who liked your content enough to review your profile and the people who are curious about what your business is up to on this relatively new platform.
In addition, these views are most likely to become adherents.
How To Use It For Your Business: You can use this metric to find out whether your content efforts on this platform are actually getting people interested in your company. So watch out for the number of people reviewing your profile to measure brand interest.
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TikTok Content Analytics
Let’s move to the Content tab, which is where you can get valuable insights into the performance of your video posts and trending videos.
These metrics can help you understand what videos your followers are engaging with the most, what content you are most popular with, and more. Let’s dive in.
1. Video mail
This section shows all of the TikTok video postings that you have published in the last 7 days. The thumbnail view of each video shows the current number of views for that video.
If you haven’t posted in the last 7 days, you’ll see a blank dashboard asking you to post more.
You can click on a video to view the individual measurement data, e.g. B. the total number of likes, comments, shares, traffic sources, audience demographics and more. You can also view the total and average time.
In addition, the “Audience overview” tab tells you how your audience found your content. In the example above, 86% of the total audience came from the For You page.
How To Use It For Your Business: Use your views and timing data to set your own benchmarks for continued growth. By looking at the top traffic sources, you can tailor your content strategy to appeal to a specific country’s audience.
2. Trending videos
This section shows your videos that have been trending over the past 7 days, as well as the total number of views these videos have earned so far.
How To Use It For Your Business: Check out all of your trending videos and see if they have anything in common. For example, did you cover the different aspects of a particular topic? Was the format of these videos similar? Try to find a pattern for your trending videos that you can use for future content.
TikTok Followers Analytics
The final tab in your TikTok Analytics gives you an impressive visualization of data about your followers, from their gender and location to their activity on TikTok and what other videos and sounds are popular with them.
Hence, the Followers tab can be a great source of content inspiration. Let’s go.
The number of followers shows you how many followers you have in total and how many followers have increased or decreased in the last 7 days.
How To Use It For Your Business: Once a week, keep an eye on the follower changes for your business account to see if your content strategy is helping or hurting follower growth. Of course, as the number of followers drops you will need to revise your strategy to keep up with the latest trends and interests.
This is the breakdown of your followers by gender.
How To Use It For Your Business: If your company doesn’t sell products for a specific gender, consider creating content that will appeal to all genders to grow your audience. Also, consider working with a relevant influencer to connect with different types of audiences.
3. Top areas
This gives you a breakdown of your followers by country. This can help you understand if you are effectively reaching the population of your target country.
How To Use It For Your Business: For example, if you’re a New York-based ecommerce cosmetic brand, ideally you want to have a mostly female audience with the US as your top territory.
If it doesn’t, it’s a good idea to rethink your content strategy (e.g. by creating more location-specific content) to reach the follower demographics you need for your business.
4. Follower activity
This shows you the times and days when your followers are most active on TikTok. So if you’re wondering what the best time to post is, here is the answer.
How To Use It For Your Business: Look for time slots when activity is consistently high and try to post those time slots for the best possible engagement with content.
5. Videos that your followers have seen
This section is where you can see the other TikTok videos that are popular with your followers. You get the performance metrics (likes, comments, and approvals) for the top three posts every week, as well as the subtitles and TikTok hashtags used by those top videos.
How To Use It For Your Business: Check out these videos to get an idea of what’s resonating with them. Since these video trends are rapidly evolving, you can quickly create content in that direction by using bits of stock video and your own raw material.
This is also a good place to look for potential partnerships.
6. Sounds heard by your followers
Lastly, you can also see which top sounds your followers are using and have heard. This can help you create a trending video that includes these sounds.
How To Use It For Your Business: Save these songs to your favorites by tapping the song and clicking the bookmark icon so you can use them later to create engaging content. Make sure to hear all of the audio as these sounds often contain inappropriate words.
Over to you
Armed with all of the basics of TikTok Analytics and how to use each of the tabs, it’s time to dive into your account’s analytics and tweak your content strategy based on data-driven insights.
- First, switch to a Pro account to enable analytics.
- Use the metrics on the Overview tab to determine which content format is right for your company and whether your videos will interest people in your company profile.
- The Content tab is where you can set benchmarks for continued growth and find patterns in your trending videos that you can use to create future content.
- Use the data visualization on the Followers tab to learn more about your target audience, from their gender distribution to where they live and when they are most active on TikTok. Make a note of what other videos and sounds are popular with them, then try creating content along those lines.
In short, track your performance weekly, set benchmarks based on these metrics, and use your followers’ activities to highlight your brand on TikTok.
About the author
Gaurav Belani is Senior SEO and Content Marketing Analyst at Growfusely, a content content marketing agency that specializes in content and data-driven SEO. He has more than seven years of experience in digital marketing. He enjoys sharing his knowledge in a variety of areas ranging from marketing to human capital management. His work is featured in several leading business magazines.