. Nov 30, 2022 . 8 minutes read
If you’re just getting started on TikTok, or if your brand has been on the platform for a while but isn’t getting the results you had hoped for, analytics could be the key to success and take out some of the guesswork when it comes to content strategy.
In this guide, we’ll be taking a look at which metrics you should be tracking and how you can use them to create a mega TikTok content strategy that delivers great results.
No! Unlike other social platforms, TikTok allows all types of creators, both business and personal, to access analytics from their account.
This is especially handy if you have chosen to keep a personal creator account for your business in order to use the entire TikTok sound bank, as opposed to the limited commercial sounds they have to offer.
Before we go ahead and explain how your analytics can help with your content strategy, it’s important that you understand what each analytic means first.
TikTok divides analytics into four main categories: Overview, Content, Followers and LIVE.
When you first open analytics, you’ll be greeted with the Overview tab.
This gives you a general summary of your analytics from the last week, month or custom date range.
This can be a great way to get a quick idea of how well your account performed after a campaign.
Let’s breakdown what each metric means:
The Content tab shows your most popular videos within the last 7 days or selected date range, as well as more detailed information and metrics from each post, such as views, likes, comments and shares.
This is designed to help you measure your video performance.
The Follower tab offers information about your followers, including key data such as gender, location (known as ‘territories’) and their ‘activity’.
LIVE analytics provides insights on any LIVE videos you have hosted within the selected time frame, such as the total views, new followers gained from LIVEs, how much time you spent live and how many diamonds you’ve earned.
This shows how many times videos with the chosen hashtag have been watched.
For example, if you’re making a video about the best gifts for men this christmas and including your product, you may want to take a look at how well videos with related hashtags perform and choose to use the 5 top viewed.
For example, if you weren’t sure whether to use the hashtag #giftsformen or #giftformen, you could search each one and see which has more views.
In this case, your best bet would be to go for #giftsformen.
You can see the grand total number of likes across all of your content by going to your TikTok profile.
There are different ways to calculate TikTok engagement rates, here are the two most popular formulas which marketers use:
(Number of likes + Number of comments) / Number of Followers * 100
(Number of likes + Number of comments + Number of shares) / Number of Followers * 100
Your engagement rate can give you an idea of how your metrics compare with similar accounts or competitors. You can also scope out influencer engagement rate prior to teaming up with them.
For a rough estimate of an account’s average engagement, try the following:
Now you know which TikTok analytics you have available to you, you can use them to help evolve and optimise your social content strategy.
Looking at individual video performance metrics can help you to determine which trending sounds your audience likes, which type of videos your viewers spent the longest watching and which topics get your viewers talking in the comments.
These can be incredibly helpful for planning future videos as according to TikTok, when brands use songs that users like in their videos, 68% will remember the brand better and 58% will feel a stronger connection with the brand.
Similarly, when creating videos with info about your product or brand, make sure to get your key points across within the average watch time. This way, your viewers learn everything they need to know before scrolling off.
What’s more, if you have previously posted videos that generated a lot of comments, you know what topics your audience likes to engage in the most and can use this for planning future videos.
If you’re a TikTok merchant (someone who lists products on TikTok Shop to sell), your Shop insights will show you which of your products are most popular.
This gives you the opportunity to promote similar products or put greater emphasis on less popular products in order to improve their performance.
If you’re new to TikTok analytics, it can be useful to know average industry metrics to measure yourself against as you go on.
Here are some benchmark figures for 2022:
As engagement rate grows with the number of followers you have, try to find ways to increase your brand’s followers.
Some ways to grow your follower count include:
If you still can’t quite get the hang of TikTok and aren’t sure how to utilise your analytics, it may be worth consulting professional help from a marketing agency such as Statuo.
We’re always looking out for the latest trends and content ideas and can help you to run a successful campaign to meet your goals, whether that be to increase brand awareness, engagement, reaching new audiences or making more conversions.
Check out our recent case study to find out how we helped Wigan & Leigh College to run a successful TikTok campaign challenge.
For expert help with creating your TikTok strategy, get in touch with our team today.