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With this step-by-step guide, navigate TikTok Analytics and discover how to interpret the data to help grow your audience.
While TikTok might be all fun and games for users, marketers know better.
This social media channel is full of essential metrics to help brands create more engaging and relevant content for their audiences, so let’s get right to it: TikTok analytics.
Read below to learn what you’re looking for on TikTok’s analytics platform, how to interpret the data you find, and how to use that data to grow your brand’s presence.
The first thing to know is that you must have a business or an influencer account to access TikTok analytics rather than a standard account.
Make the switch to a professional account by:
Tap the Hamburger icon (upper-right)> Settings & Privacy > Manage Account > Switch to a Business Account > Select your business category.
Once you’re set, you can navigate to your analytics by:
Tap the Hamburger (upper-right) > Click Creator Tools > Click Analytics.
When you navigate your analytics page, you will see three different categories at the top of your screen that you can click into for more data: Overview, Content, and Followers.
Like other social analytics platforms, TikTok offers a snapshot of how your content has been performing over a select period and the % increase or decrease since the previous period (shown in blue).
This data includes two significant aspects of your channel:
Additional metrics offered under the Overview tab include:
When you scroll down on that same overview page, you’ll next see that you can click into your “followers” analytics (also found as a tab at the top of your screen, as shown above).
Here you’ll be able to see:
Although the actual analytics page might not look like much, we consider this the essential metric TikTok offers (more on this later).
Your analytics page’s “content” tab is a great way to see which content you post is getting the most attention.
You will see this tab broken up into several subsections showing data from the last seven days, including:
Note: If you have more than 1,000 TikTok followers, you are eligible to host Live TikTok videos. With Live videos comes another analytics page for you to see precisely how your live video performed. Learn how to get started with a live TikTok video here.
SocialChamp offers a little hack to help you get another metric that could be useful: total engagement rates.
Just follow one of the below formulas to calculate this number:
Metrics surrounding hashtags aren’t found in the same place as the metrics discussed above. However, it’s still worth analyzing different hashtags in your niche and seeing the number of times a post with a particular hashtag has been viewed.
To find this data, use the Search bar to find a hashtag.
Here, you’ll be able to see the number of views that hashtag has, the top videos that use the hashtag, and related hashtags.
Each section of TikTok analytics provides you with the valuable insight needed to grow your page and influence the right audience. Here are the three main takeaways:
This is low-hanging fruit. See when (the day and time) your followers are engaging on the platform, and that’s when you should aim to post.
Look at which videos people engage with the most through likes, comments, and watch time.
If you find that your funny videos outperform your informative ones, you know what to do!
These metrics should help guide your content creation strategy.
Look at the analytics for popular sounds your audience likes and what hashtags they are using, and start incorporating these into your future videos.
Love it or hate it, TikTok isn’t going anywhere anytime soon.
Even if your audience isn’t on TikTok yet, we suspect more and more will adopt this platform, just as they eventually did with Instagram.
So, getting a head start on understanding how it works and creating a channel that resonates with and engages your target audience is best. (Remember, you can always repurpose your TikTok content for platforms like Instagram and Facebook!).
Happy analyzing!
More resources:
Featured Image: Petryshak/Shutterstock
Jason is the leader of Ten26 Media with a track record of leading successful digital marketing and advertising initiatives for …
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