With a vast pool of active users, TikTok has become a global phenomenon, offering a huge opportunity for brands to connect with audiences all around the world. However, to truly thrive on TikTok, you need to harness the power of Analytics to uncover valuable information about your content performance, audience demographics, and engagement metrics.
Throughout this blog, we will explore the key metrics and tools that TikTok provides to help you measure and analyze your performance. Furthermore, we’ll show you how you can make use of TikTok Analytics to gain more data-driven insights for your next TikTok campaign. So, let’s get started!
Table of Contents
What is TikTok Analytics?
TikTok Analytics presents creators with the opportunity to optimize their content for enhanced engagement and wider reach. How does it accomplish this? By enabling brands to track TikTok insights into data like follower count, an overview of an account profile, and video analytics. This valuable data allows creators to make informed decisions and refine their content strategy for better results.
Inside of TikTok Analytics, you can take a look at the TikTok Statistics. These built-in stats from TikTok are essential to helping brands visualize their performance and to growing their TikTok account.
Why do your business need TikTok Analytics?
TikTok Analytics matters to businesses for 3 main reasons: Metrics review, progress monitoring, and content optimization.
Review your measurements
Make use of the analytics dashboard to review your TikTok metrics. It will show you how well your content performs, which videos get the most views, and who your audience is. You can also get a glimpse of the metrics I listed above.
Monitor your progress
Keep an eye on your TikTok progress over time using the analytics dashboard. It’s an effective way to see how your performance changes weekly and track your progress towards your social media goals.
Fine-tune your content
Based on the insights you gather from your analytics, you can optimize your TikTok content to improve engagement and reach. Besides, you can try out different types of content, audio, hashtags, and post at different times to see what works best for your audience.
How to turn on analytics on TikTok?
Who can see TikTok Analytics? Well, unfortunately, regular TikTok users will not have access to this feature.
To turn on TikTok Analytics, you must upgrade your Personal account to a Business account. Lucky for you, this free feature is available to all TikTok users and provides access to valuable internal analytics. There are 2 ways that you can turn on this feature: On mobile and on desktop.
On mobile
- Enter your profile (the “Me” tab), and go to the menu (the three-dot icon in the upper right). Select “Settings”
- Navigate to “Manage account“
- Tap on “Switch to Business Account”
- Choose a category that suits your account.
- If you did not tie a phone number before, enter it at this stage, and the code you will receive by SMS.
- Done! You will see the “Welcome to Business Account” pop up
On desktop
- Log on to your profile on the TikTok website
- Move the cursor onto your profile at the right top corner of the page, then click on “Settings”
- Scroll down to the bottom of the page, then turn on “Business Account”
- Select your category then hit “Become a Business”
- All done. Now you will be directed to the TikTok Business Suite, tap on “Get started” to begin.
On the other hand, if you want to turn off the analytics, all you have to do is to switch back to the personal account. To switch back to Personal account, use the steps above to access the Settings homepage.
- On mobile: Find Account Control, then click on “Switch to Personal Account”
- On desktop: Scroll down the bottom to find “Business Account”, then click on it to switch back to Personal Account
How to access TikTok Analytics
After creating a TikTok Business account, you’ll be able to gather information about your videos and engagement. To see this information, follow these steps:
On mobile
- Click the three dots in the right corner of your profile to access the settings.
- Click on the “Creator tools” row. You’ll find various creator tools to help you manage and grow your account.
- Click “Analytics” to get to the analytics overview.
On desktop
- Move the mouse over your profile picture, then click on “Business Suite”
- Click “Analytics” to view your performance analytics.
Source: Youtube
How to check TikTok analytics?
Within TikTok Analytics, you will find four primary categories for you to explore: Overview, Content, Engagement, and LIVE. Each category offers distinct functionalities and insights.
TikTok Account overview
Right after clicking on Analytics, you will be taken to the overview. At first glance, you will notice the Engagement feature, which is the exclusive offering of this Overview tab.
Within the Engagement dashboard, you can see the views on all your videos, the number of people viewing your profile, likes, comments, and even the number of shares. If you are using Analytics on desktop, you can even download these data!
In addition, you can see an overview of TikTok followers on Followers, and an overview of any content or live videos you’ve posted on Content and LIVE.
By default, the statistics on TikTok are shown for a 7-day period. But if you want to get a better sense of how your business is performing over a longer timeframe, you can easily adjust the settings to show data for up to 60 days. This feature can be really helpful in tracking your progress and identifying areas for improvement over time.
TikTok Content Analytics
When clicking this tab, you will be presented with the 9 videos that have gained the highest levels of engagement over the past 7 days. Also, each specific video will provide a more detailed analytics, which includes:
Traffic source
This feature indicates where people are viewing your video from, segmented in 2 ways:
Video view by section: Show the source of the video traffic, which includes:
- For You page
- Personal profile
- Following
- Sound
- Search
- Hashtag
Video view by region: Shows the location distribution of users who watched your videos
Retention rate
Retention rate demonstrates how long viewers are watching your video before dropping off. TikTok will also provide datas on Total Play Time, Average Watch Rate, Watched full video, and Reached Audience so that you can have a clearer overview.
By analyzing these statistics for each of your videos, you can gain insights into which ones are performing well and adjust your content strategy accordingly to optimize engagement on your account.
TikTok Followers Analytics
The Followers feature is really helpful to understand your audience better. It offers valuable insights into your audience, including detailed demographic information, including:
- Gender: Female/Male
- Age groups: 18-24, 25-34, 35-44, 45-54, 55+
- Top territories: Top locations that record the highest number of views.
- Active times: The hour ranges when your followers are the most active on the platform
Knowing these insights can help you adjust your content to cater more to your main target audience; and know what is the best time to upload your content! But here’s the catch: TikTok will only give you this data if you have at least 100 followers. So make sure you’re putting in the effort to increase your TikTok followers if you want to take advantage of this feature!
Besides you can also find out the interests of your followers on this tab. The videos and audio tracks that your followers watch and interact with will appear here.
TikTok LIVE analytics
When you click on the LIVE tab, you can see detailed information about your LIVE videos archived 7 or 28 days ago. The tab will show you the number of followers, how long you are active and how many diamonds you earn during that LIVE.
Based on these metrics, it will be easier for you to measure your LIVE success. Also, you can see which part during the LIVE that record the most viewers to understand what is the attention-grabbing element for your audience.
Best Practice for TikTok Analytics
Everyone may know what TikTok Analytics is, but not everyone knows how to use it to their advantage. We have gathered some valuable practices to help you become a TikTok Analytics master in no time!
Pay attention to the metrics that count
When tracking their performance on TikTok, many beginner creators or brands tend to focus too much on the number of views and followers they have. However, these metrics are not very helpful in making decisions, as they are simply a reflection of the efforts made to increase engagement.
Because TikTok is a video-based app, it’s crucial to consistently work on boosting engagement so that your video appears on the “For You” page. Therefore, engagement metrics such as likes, comments, saves, and shares provide a more accurate way to measure the success of your TikTok efforts. Additionally, audience insights can help you assess the relevance of your content and create more content that caters to your audience’s interests.
Interpret your data correctly
Again, because TikTok is a video-based app with a secretive For You page algorithm, it’s certain that you will get different results every time you post a video. So, instead of getting frustrated by the fluctuation, you should focus on the bigger picture and utilize analytics as insight and sources of feedback.
Let’s take an example from a famous TikTok baker creator, @laracakesofficial, to understand better:
At first glance, it might seem like the videos are identical (They are all videos about the character Dobby from Harry Potter), so they should have performed similarly. However, only one video makes it viral with 2,3M views, while the other two stop at around 115K – 135K views.
By diving into the analytics, you can start to uncover some potential reasons why each had different levels of engagement.
- Retention rate: In this case, you might notice that the audience retention rate for the second, or third video was significantly lower than the first video. This could indicate that viewers lost interest in the content early on and stopped watching, resulting in the lower engagement numbers.
- View rates: If you notice that the “For You” view rate for the second video is lower than the first video, it could indicate that the TikTok algorithm didn’t find the video as relevant or interesting for a wider audience, resulting in less overall engagement.
- Time posted: If you notice that the first video was posted during a popular time of day or day of the week for your audience, while the second video was posted during a less optimal time, it could have contributed to the difference in engagement.
Test around to see what works best
- Try out different video formats: TikTok offers a variety of video formats, such as duets, reactions, and challenges; so it would be a waste if you just focus all of your resources on one type. We recommend you experiment with different formats and see which ones resonate with your audience.
- Test out different posting times: If you notice that your videos perform better at certain times of day or days of the week, try posting more consistently during those times.
- Engage with your audience: You can use the comments section to engage with your viewers and ask for feedback. This will help you understand what types of content your audience wants to see more of.
- Experiment with different audio: TikTok is known for its viral audio trends, so try using different audio tracks to see if it boosts engagement. You can also create your own original sound bites and see how they perform.
- Try out different hashtags: Hashtags help users discover your content on TikTok, so experimenting with different tags can increase your visibility. Hence, you should make use of relevant and popular hashtags to reach a wider audience.
Collaborate with influencers of the same target audience
If you cooperate with KOLs – Influencers, ask them to combine the information you have learned about your audience to get better post results. Once you’ve re-shared any user-generated content from previous TikTok trends, you can view Content analysis from TikTok Analytics to see which creators your audience responds to the most.
Furthermore, it is highly recommended that you create a long-term partnership with your influencers to guarantee lasting success for your upcoming content and campaigns to be successful.
Measure TikTok Analytics to improve your results
Whether you’re a seasoned TikTok creator or just starting out, understanding the power of analytics is crucial for unlocking the full potential of your TikTok presence. By learning from your page analytics on a regular basis, you can make a place for more engaging content that will outperform your competition. We hope that this post gives you an outline of how to manage your analytics and make the most of it!
In addition to Analytics, a TikTok Business account can also provide you with many other commercial-focused tools, like Advertising, Creative, and Commerce! Hence, if you wish to expand your audience and drive more conversions, it’s high time you learn how to sell on TikTok with the powerful tools that TikTok provides!
