Remember the days when Tiktok was this new video-based platform with silly challenges and lip-syncing?

Well, it has come a long way since then. So long, it has become one of the essential parts of many marketing strategies worldwide.

Not surprising at all if you take into concern that: 

• TikTok has over a billion active monthly users at the moment
• It’s the most popular app downloaded globally in 2020, and 2021
• TikTok has the highest engagement rates per post when compared to all other social media platforms

Following its vast growth and popularity, many companies and brands saw a fantastic opportunity to use this channel to expand their marketing efforts and reach a new audience. And the best way to see whether all the finger-pointing and dancing makes any sense is to check the Tiktok Analytics.

TikTok analytics help you learn more about your audience and give valuable insights into which content goes well and which doesn’t. What is more, it makes it much easier for you to plan your next content calendars and marketing campaigns.

Understanding TikTok Analytics

And here’s something really convenient – analytics are available both to private users and businesses. But if you’re planning to use TikTok to upscale your company marketing efforts, then switching to a TikTok Business Account is definitely the first thing you should do. And no, Business, in this case, doesn’t mean that you have to pay additionally or make complex adjustments to have access to it – it’s (still) free, and it’s (still) super simple. 

To switch to a Business Account, you need to:

• Go to your Profile page and open Settings and Privacy
• Choose Manage account
• Under Account control, select Switch to Business Account
• Choose the category that best describes your business

And voila! That’s it, you’re ready.

Read Social Listening: Proven Hacks, Strategies, and Tools

Groups of TikTok Analytics

There are four main groups of analytics available on TikTok, separated into tabs – Overview, Content, Followers, and LIVE. Let’s see what they cover and how you can use them to grow your profile and make your campaigns even more successful.

Overview tab

The Overview part provides general info on how your account is doing. So if you were wondering whether the campaign you thought was super cool made an impact, this is where you go to check that. You have access to the insights from the last 7, 28, 60 days or you can set a custom date range. 

These are the metrics available in the Overview:

• Profile views – the number of views your profile received in a specific time period
• Video views – the number of times your videos were viewed over a selected period
• Likes – how many likes you’ve got during a specific time frame
• Comments – how many comments you’ve got in the specified period
• Shares – the number of times your videos were shared, also during the specified time frame
• Followers – the total number of followers your account has
• Content – videos you’ve shared in a specific time frame
• LIVE – the number of live videos you’ve had in a specific time period

Content tab

The Content analytics dig deeper into what you posted and give more info on how your videos performed. This tab is a must when you’re creating a content calendar for your next month – you can easily see what kind of content is the most effective for your audience and adjust your content strategy accordingly.

TikTok analytics available in this tab are:

• Video posts – here you can see all the videos that you posted in a specific time frame. If you want to see more video analytics, open any video from your profile page, tap More (…) and select Analytics for more video data. Here you’ll be able to see metrics like Total Play Time, Average Watch Time, how many people watched the full video and how many people you reached. Apart from that you can also take a look at Video views by section and by region.
• Trending videos – this section shows top 9 videos with the fastest growth in view numbers over the past 7 days

Followers tab

You might have already guessed it, this tab displays more detailed info on your Followers. Pretty useful when the creative block strikes and you have no clue where to start from, don’t you think?

The Followers Tab shows these metrics:

• Total followers – the total number of followers your account has
• New followers – new followers gained within a specific time period
• Growth rate – the number of followers gained or dropped compared to the previous date range
• Gender – the distribution of your followers by gender
• Top territories – where your followers are from, ranked primarily by country
• Follower activity – when your followers are most active on TikTok (days, hours)

LIVE

If you have over 1000 followers, you can go live, and this is another dashboard available for you in the Analytics section. This information can serve as a compass – you can quickly determine whether your livestream format was interesting enough and whether you should consider changing it or testing something new. 

Metrics available in the LIVE tab are:

• Total time – the total amount of time you’ve spent hosting live videos within a specific time frame
• Total views – the number of viewers watching your live videos within a specified period
• New followers – how many followers you’ve gained while hosting live videos
• Top viewer count – the number of users who’ve watched your live videos the most within a specific time period
• Unique viewers – the number of viewers who have watched your live videos at least once
• Diamonds – this is TikTok’s virtual currency. Users can send Diamonds to creators and they can be exchanged for actual money.
• Viewer ranking – ranks the viewers by highest gift count and highest watch time
• Replays – lets you watch and download past live videos or delete the recordings
• Violations – displays your violation history as well as your active violations

3 TikTok Analytics Tools that You Can Use in Addition

Apart from TikTok analytics dashboards, there are several tools that you can use to get even more insights and valuable information on your followers and the Tiktok content you’re posting and learn more about the industry influencers and your competitors. Just to name a few:

Socialinsider

This tool will help you measure the performance of your TikTok account in general by providing all metrics on a single dashboard. You can check how your campaigns are performing. Additionally, the tool enables you to check and identify influencers with the highest engagement rates, which is excellent if you plan to include TikTok influencers in your next campaigns. 

Mediatoolkit

Mediatoolkit is a media monitoring tool that enables you to track specific accounts, keywords and hashtags on TikTok. In this way, it’s an incredible source of news from the industry, competitor campaigns, relevant influencers, potential crises, etc. All you need is to set up relevant queries, and the tool provides all mentions in real-time.

And don’t worry about getting swamped with a ton of information that you don’t know what to do with. The best thing is that you can get all this data, packed in an amazing report, showing the share-of-voice, hashtag engagement, and top influencers. 

Read Track TikTok With Mediatoolkit: A New Source and Filter To Power Your Media Monitoring

StoryClash

StoryClash is an influencer marketing platform that gives you access to info on trending content, which you can use as an inspiration for your next marketing campaign. It’s a tool that will, above all, help you track and analyze what relevant industry influencers and content creators are doing on all networks.

To Sum Up

There isn’t a magic wand that you can use to create incredible content that will resonate perfectly with your target audience and bring the results you desire overnight. But still, with the help of TikTok analytics you get a huge amount of essential information that you can use as a compass and as an inspiration for your next campaigns. It’s a process, but being persistent, analyzing the data, and using tools can multiply your efforts – and drive your business sky-high.

The post Everything You Need to Know about TikTok Analytics appeared first on Mediatoolkit.