The Ultimate Guide to TikTok Analytics

Download our Ultimate TikTok Guide

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.

How to View TikTok Analytics 🔍

Do I Need a Business Account to Access Analytics?

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.

Where Can I Find TikTok Analytics?

Mobile:

1. Go to your Profile in the bottom right hand corner of the screen.
2. Click the menu bar in the top right corner and select the Creator tools tab.
3. Under General, select Analytics.

Desktop:

1. Hover over your profile icon in the top right corner of the screen.
2. Select View Analytics from the dropdown menu.

Understanding TikTok Analytics 🤔

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.

TikTok Overview Analytics

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:

• Video views. This is the total number of times your videos were viewed during the selected period.
• Profile views. This is how many times your profile was visited during the selected period and can be a good indication of brand interest.
• Likes. The total number of likes you received across all videos during the selected date range.
• Comments. The total number of comments you received across all videos during the selected date range.
• Shares. The total number of shares you received across all videos during the selected date range
• Followers. The amount of TikTok users that follow your account and how that has changed (either increased or decreased) within the selected date range.
• LIVE. The number of live videos you hotels during the selected date range.

TikTok Content Analytics

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.

• Trending videos. This shows you your top nine videos with the fastest growth in viewership over the selected date range.
• Total video views. The number of times a video has been viewed.
• Total like count of a post. How many likes a video has received.
• Total number of comments. How many comments a video has received.
• Total shares. The number of times a video has been shared.
• Total play time. A cumulative total of time users have spent watching your video.
• Average watch time. The average amount of time users spend watching your video. This can give you an indication of how long you have your viewers’ attention, so you can make sure to get all your key points across within that timeframe in your next video.
• Watched full video. The number of times your video was watched in full.
• Reached audience. The total number of users who watched your video.
• Video views by section. Where your video traffic comes from e.g. For You, your profile, Following, sounds, searches or hashtags. This can show you how well your hashtags are working.
• Video views by region. This tells you the top locations of viewers for your video, so if you created a campaign targeting a specific region, you can see how well it reached them.

TikTok Follower Analytics

The Follower tab offers information about your followers, including key data such as gender, location (known as ‘territories’) and their ‘activity’.

• Gender. Distribution of followers by gender.
• Top territories. Top 5 countries where your followers are from.
• Follower activity. The times and days when your followers are most active on TikTok, helping to give you an idea of the best times to post in order to reach the most followers.
• Videos your followers watched. This gives you an idea of which content (from other users) is most popular with your followers and can be a good place to get inspo from or scope out potential collaborators.
• Sounds your followers listened to. TikTok trends are often underscored by popular audio tracks, so take a look at which sounds your followers are listening to for future video inspo. Make sure to plan a quick turnaround though as trends move fast on TikTok and what’s relevant this week may be old news and overdone next week.

TikTok LIVE Analytics

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.

• Total views. The total number of viewers present during your LIVE videos within the selected date range.
• Total time. The total time you spent hosting live videos in the selected date range.
• New followers. The number of followers you gained during a LIVE video during the selected date range.
• Top viewer count. The most users who viewed your LIVE video at one time in the selected date range.
• Unique viewers. The number of users who viewed your LIVE video at least once.
• Diamonds. When you host LIVEs on TikToks, viewers can send virtual gifts including ‘Diamonds’ which can be exchanged for real money through TikTok. This metric shows how many diamonds you earned during the selected date range.

Other Analytics on TikTok 📈

Hashtags Views

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.

• #giftsformen 102.5M views
• #giftformen 5.6M views

In this case, your best bet would be to go for #giftsformen.

Total Likes

You can see the grand total number of likes across all of your content by going to your TikTok profile.

How to Calculate Your TikTok Engagement Rate

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

Or

(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.

Average Engagement Estimate

For a rough estimate of an account’s average engagement, try the following:

1. From a profile, click Likes to see the full total.
2. Count the number of videos the account has posted.
3. Divide likes by the number of videos.
4. Divide this number by the account’s total number of followers.
5. Multiply this by 100.

How to Optimise Your Content Strategy with TikTok Analytics 🌟

Now you know which TikTok analytics you have available to you, you can use them to help evolve and optimise your social content strategy.

Video Insights

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.

Social Commerce Insights

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.

Aim for TikTok Benchmarks

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:

• The average engagement rate per follower is 4.1% for brands on TikTok, which is significantly higher than Instagram, Facebook and Twitter.
• Brands with 200,000 to 1 million followers have a 7.6% average engagement rate per view, which is nearly 46% higher than brands with 10,000 to 50,000 followers.
• The largest accounts with over a million followers have a 9% average engagement rate per view.
• Across all following sizes, brands on TikTok grow their followers by at least 2% to 3% every month.

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:

• Defining and targeting your niche audience
• Leveraging trends and hashtags
• Engaging with your current audience
• Uploading content when most users are active (which can be found under the Follower Analytics tab)

Get Help from the Professionals 👩‍💻

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.