When you haven’t been minding your TikTok metrics, now’s the time to start out.
Particularly because the app booms as a model discovery and procuring channel. From natural and paid promotions to influencers and Store, monitoring TikTok analytics is a must-do for entrepreneurs.
The issue? Content material strikes quick on TikTok and the algorithm calls for a excessive quantity of movies.
However that’s all of the extra motive to maintain a greater pulse in your efficiency!
By understanding what’s working and what’s not, you may optimize your movies and technique with confidence. Under we break down which TikTok metrics to prioritize and how one can observe them.
What are TikTok metrics?
TikTok metrics are information factors that measure your movies’ efficiency and viewers engagement. By monitoring metrics, you may uncover new alternatives to earn extra views, fine-tune your TikTok advertising technique and attain your audience extra successfully.
Like most social media metrics, you may observe account-level and video-level analytics.
Right here’s a snapshot of some key TikTok metrics you may see natively within the app:
Rising and going viral on TikTok doesn’t occur completely by chance. Monitoring efficiency goes hand in hand with larger engagement and understanding what viewers need from you.
What are essentially the most invaluable TikTok metrics for TikTok advertising?
Good query!
The efficiency insights supplied by TikTok’s native analytics are a invaluable supply of knowledge. Having a listing of precedence TikTok metrics can preserve you from getting too into the weeds together with your analytics.
Defining one of the best metrics to trace will differ primarily based in your targets. That stated, under are a handful of a very powerful TikTok metrics to trace no matter your viewers or business. We’ll additionally spotlight what these metrics appear to be when tracked utilizing Sprout Social.
- Engagement price. This video metric measures the ratio of views to interactions (likes, feedback, replies, shares and saves). Growing TikTok engagement goes hand-in-hand with better attain and visibility inside the app’s algorithm.
- Views. This metric measures the quantity of occasions a video was watched. Remember that TikTok views are counted as quickly as a video begins or is routinely looped. Understanding which movies are incomes essentially the most views can spotlight trending matters and future alternatives to create high-ranking content material. Growing your engagement price and getting extra views on TikTok can create a snowball impact of better attain.
- Followers progress. This account-level metric measures the speed at which your viewers is rising primarily based on the variety of followers you’ve gained. Whereas followers aren’t a very powerful TikTok metric on their very own, rising TikTok followers organically is an effective signal. On the flip facet, stagnant progress is usually a sign to regulate your content material technique.
- Click on-through price. This TikTok advert metric displays how many individuals are tapping by means of and interesting together with your adverts versus whole viewer impressions. Low click-through charges is usually a signal of poor marketing campaign focusing on or advert creatives. On the flip facet, sturdy click-through charges imply your adverts are resonating together with your audience.
- Shares. This metric tracks how typically individuals repost your content material or share movies independently with different customers. Shares are a invaluable TikTok metric for B2C manufacturers by highlighting merchandise featured in movies which might be being bookmarked and mentioned amongst viewers.
- Viewers demographics. This can be a assortment of TikTok metrics that covers the demographics (together with the age, location and gender) of your viewership. Your social media demographics ought to replicate your audience.
- Trending hashtags. This metric measures how typically hashtags are used on TikTok. For instance, you may see which hashtags end in essentially the most attain and engagement on your particular person movies. It’s also possible to discover trending hashtags in TikTok’s Inventive Middle to know which matters are trending throughout the app.
The way to discover TikTok metrics within the TikTok app
You need to use TikTok analytics to focus on all kinds of account-level and video-level metrics.
Subsequent, we’ll cowl in-depth what you may measure and the place within the app to search out these numbers.
TikTok Key metrics
Key metrics present a big-picture overview of your account and up to date content material’s efficiency.
Right here’s how one can entry them inside your TikTok profile:
- Out of your profile, faucet the ☰ menu. Choose “Creator instruments.”
- Then, faucet “View all” to see your account-level analytics in additional element (“Overview”).
- Within the “Overview” tab, you’ll see your TikTok Key metrics damaged down by date vary. You may view these metrics in 7-day, 28-day or 60-day increments (or set a customized timeframe).
TikTok metrics coated on this part of your analytics embody:
- Publish views. That is what number of occasions your posts have been considered.
- Likes. That is the variety of likes in your profile.
- Feedback. That is the variety of feedback your posts acquired.
- Whole views. That is the quantity of people that considered your posts.
- Shares. The variety of occasions your posts have been shared.
TikTok Content material metrics
TikTok content material metrics present a video-level overview of your content material’s attain and efficiency.
Right here’s how one can entry them inside your TikTok profile:
- Out of your profile, faucet the ☰ menu. Choose “Creator instruments.”
- Then, faucet “View all.”
- Choose the “Content material” tab (to the precise of “Overview”).
- You’ll see a listing of movies titled “Trending posts.” In accordance with TikTok: “These are the highest 9 posts with the quickest progress inside the final 7 days.”
- Choose a person video.
Beneath the “Video evaluation” abstract, you’ll see icons reflecting the next TikTok metrics for a person video: likes, saves, feedback, shares and saves.
You may drill down even additional for particular person movies by choosing the “Overview” tab.
Right here’s a snapshot of the TikTok content material metrics you will discover on this dashboard:
- Whole play time. The cumulative period of time viewers spent watching your video.
- Common watch time. The common time individuals spent watching your video.
- Watched full video %: The proportion of people that completed your whole video.
- New followers. That is the variety of viewers who began following you after interacting together with your video.
- Video views. That is the variety of views your video earned. That is measured hourly for the primary 48 hours up till 7 days after a video is posted.
- Retention price. That is the share of your viewers who’re nonetheless watching your video at a specific time (measured in a variety of seconds).
- Visitors sources: That is the place individuals discover your video, together with sources resembling TikTok search or the “For You” web page.
By choosing the “Viewers” tab, you may dive into viewer-level analytics for a video.
- Whole viewers. That is the whole variety of distinctive viewers for a video. This TikTok metric was previously often called “Reached viewers.”
- Viewer varieties (new vs returning viewers, non-followers vs. followers). This breaks down your viewers into segments primarily based on previous engagement.
- Gender. That is the outlined gender breakdown of a video’s viewers.
- Age. That is the outlined age breakdown of a video’s viewers.
- Location. That is the outlined geographic location breakdown of a video’s viewers.
Lastly, you will discover much more information below the “Engagement” tab:
- High phrases utilized in feedback. This measures most ceaselessly phrases and phrases that seem in your TikTok feedback.
- Likes. This measures the share of people that favored your movies at a specific level (measured in seconds) inside a video.
TikTok Follower metrics
TikTok Follower metrics present an outline of your account and viewers progress over time.
Right here’s how one can entry them inside your TikTok account:
- Out of your profile, faucet the ☰ menu. Choose “Creator instruments.”
- Then, faucet “View all.”
- Choose the “Followers” tab (to the precise of “Content material”).
Right here’s a snapshot of what you may see inside your TikTok follower metrics. Remember that you want at the very least 100 followers to have full entry to this information:
- Whole followers. That is the whole variety of individuals following your account for a specified interval.
- Web followers. This reveals the online variety of followers gained in a specific date vary and comparability with the earlier interval.
- Follower insights. This can be a demographic breakdown of your followers.
- Most energetic occasions. That is the common time your followers are energetic on TikTok damaged down by hours and days.
The way to use TikTok metrics to realize your targets on TikTok
All the information above could be eye-opening, particularly in relation to your viewers and top-performing content material.
However how do you flip your TikTok metrics into motion?
To wrap issues up, listed here are 3 ways to translate your information into precise enterprise influence.
1. Uncover top-performing video codecs
As famous earlier, content material strikes quick on TikTok.
Entrepreneurs should experiment to determine what works and what doesn’t. This implies publishing movies of various lengths and codecs with completely different inventive edits. For instance, do your viewers interact with unpolished and off-the-cuff content material? Do they like shorter-form or longer movies?
Answering these questions and past begins by your TikTok metrics. Fairly than frantically scrambling for video concepts, you need to use your numbers to information you towards video codecs that resonate together with your viewers.
You may make your metrics a part of a TikTok audit to evaluate your total content material technique. Likelihood is you’ll discover outliers and customary tendencies between movies that earn the very best engagement and watch occasions. TikTok’s trending content material tab makes it particularly simple to search out these movies in a matter of seconds. You need to use these insights to repeat profitable codecs repeatedly.
2. Discover a posting frequency that maximizes attain and engagement
In comparison with different platforms, TikTok’s content material calls for can really feel aggressive and daunting.
Nevertheless, companies and types don’t essentially must overwhelm themselves to search out an “optimum” publishing frequency on TikTok.
In truth, your native TikTok metrics are one of the best indicators for the finest occasions to submit on TikTok and what number of movies per week earn essentially the most engagement primarily based in your particular person viewers.
Given how stretched advertising groups are proper now, you need to allocate your time and sources rigorously. Fairly than meet some arbitrary day by day posting requirement, take into account you could earn as a lot (if no more) engagement by reducing your posting frequency in half. You’ll by no means know till you take a look at your numbers.
3. Make clear and align your model’s TikTok targets
Some manufacturers are energetic on TikTok “simply because.”
In fact, adopting a social platform for the sake of it’s a recipe for off-course content material and poor efficiency.
Contemplate how one can align your social media targets together with your TikTok metrics and presence. For instance, are you purely constructing model consciousness? Driving conversions and site visitors?
Your targets will in the end decide which metrics you benchmark and measure over time. To not point out the way you method your content material and engagement technique. This once more highlights why it’s necessary to have your precedence TikTok metrics obtainable at a look to make selections holistically.
Have you ever dug into your TikTok metrics but?
Monitoring TikTok metrics remains to be unexplored territory for a lot of companies and types.
However there’s a lot you may be taught out of your information should you take the time to dig into it. From driving results in constructing consciousness, a pulse in your numbers may help you progress the needle ASAP.
When you haven’t already, try how Sprout Social’s TikTok integration helps manufacturers handle their TikTok analytics and content material from finish to finish.
