TikTok Analytics: what the numbers really mean to your Business

TikTok analytics are an incredibly helpful and crucial piece of your TikTok marketing and content strategy. When you measure what’s working well and what isn’t, you’re able to create a strong piece of content that your audience will probably love.

If you’re one of the countless business owners, brands, influencers and individual people joining TikTok, I’ve got one very important question for you: have you looked at your TikTok analytics lately? As with any social media platform you use for business, hitting “publish” isn’t the end of the story. Instead, you need to be looking for the numbers, watching the analytics and seeing what’s working and what’s not for your brand and your audience.

More and more businesses have been moving over to TikTok and using influencers as inspiration for how to go viral on the app. Unfortunately, there’s no secret checklist for how to create a viral video. What works for one person’s audience might not work for yours. Viewers might not want to see a certain type of video from you, even though it’s working well for your competitors. The best thing you can do is try different kinds of videos, and then look at your TikTok analytics to see what’s working.

Switch To A Pro Account

Before you do anything else, you need to make sure your account is set up as a “Pro” account. That’s the only way you’ll be able to see analytics directly within the app.

Switching your account type is really simple. Just go to your profile and click on the three dots in the upper right hand corner to access your settings and privacy. Then, select “Manage account” and you’ll see the option to switch to a Pro account.

From there you’ll choose between a Creator or Business account. Choose whichever aligns more with your company’s needs. Select the category that best matches your brand, and then you’re good to go!

Accessing Analytics

Once you switch your account, you’ll be able to see your analytics right away. You can access them by going back into Settings and Privacy and selecting “Business.” From there, toggle in between the three different screens to see analytics for all aspects of your account.

There are three main sections to TikTok analytics at this point: Overview, Content and Followers. Let’s look more closely at each of these and how they can impact your content and your business.

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TikTok Overview

The first section you see is the Overview. On this screen, you’ll see video views, followers and profile views. For each of these metrics you can see your count for either the last 7 days or the last 28 days. Depending on the type of data you’re looking for, either can be helpful for you to monitor.

Video Views

Video views are fairly self-explanatory, but it’s one of the most important. How many views have your videos gotten each day? This is important to track trends based on day of the week. This particular metric is for all of the views of all of your videos on a certain day. It isn’t broken up by video (we’ll get to that later). You can see if your audience, or those the algorithm thinks will like your video, are seeing your content more on a particular day.

Followers

Then, you’ll have your follower metric. Again, this is a fairly simple top-level view of your follower count. Check the line graph to see if you’ve gained or lost followers over a period of time, and see what your net change in followers is. You can use this information and compare it to your video posting schedule, as well as video views, to see if a sharp change in followers correlated with a particular video.

Profile Views

Finally, at the bottom of the overview page you’ll see the count of profile views. This shows you how many times people visited your profile during the selected time period. By analyzing this information you can see how many people were actually interested enough in your videos to visit your profile. This is important, since unlike most other social media platforms someone can follow you on TikTok without ever going to your profile page. Analyzing profile views will show you how interested your video viewers are in your brand.

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TikTok Content Analysis

The next tab you’ll see is the content tab. This will give you the chance to dive deeper into your specific content and individual videos to see what is resonating most with your audience. You’ll see two different sections on this page: video posts and trending videos.

Video Posts

The video posts section will show you your most recent posts from the last seven days. You can see the engagement on each of these videos and use the data you collect here to inform your planning for future videos. As with any social media platform, your engagement rate is important on TikTok. It shows the algorithm (and other users) that people like and are interested in your content.

Increasing engagement can feel like a major task, but it doesn’t have to be. One of the easiest ways to improve your engagement is to use popular sounds. This will give your video a higher chance of being seen, and then your audience has the opportunity to like, share and comment on your video. You can also add fun filters and effects to increase your engagement, as well as nice-looking transitions.

The best way to increase your engagement, though, is to create content that people want to engage with, no matter what. Funny content typically does well, as does meaningful content or something surprising. Make a video that people want to share with their friends, and you’ll set yourself up well for good engagement. If you’re not sure what that is, spend some time on TikTok as a user and see what kinds of videos you would want to share with someone else.

Trending Videos

Then you’ll see your personal trending videos. These are the top nine videos that had the fastest growth in view numbers over the past week. Much like general trending videos, these are your videos that are doing very well very quickly.

It’s hard to predict what videos will trend or go viral. Unfortunately, there’s no magic plan that guarantees a trending video. However, there are definitely a few hacks that you can do to help improve your chances. First of all, participating in popular, trending contests can help you be noticed, especially if you create an impressive or memorable video. By adding your unique spin, you can take advantage of the trending contest while setting yourself apart from others.

Then, you also want to use good, popular hashtags. Add trending hashtags to your video so you can show up on those pages, but think carefully before you use hashtags that don’t have anything to do with your particular video. Just because a hashtag about ice cream is trending doesn’t mean that it should go on your behind-the-scenes video of your business. Instead, pick popular hashtags that align well with your content.

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Follower Analysis

Finally, the third tab on the TikTok analytics page is for your followers. You’ll only be able to see these analytics once you have 100 followers, so if you’re just getting started you’ll need to grow your following first. Like with Instagram analytics and others, your follower analytics can really help inform your content planning. Not only can you see demographic information, but you can also see your audience’s activity.

Your first few sections cover your general demographics. You’ll see your follower count, gender breakdown, the top territories or locations where your followers are located, and their recent activity. You’ll want to check these to make sure your audience on TikTok is aligned with your target market.

If your business makes products for women in America and you find out that the majority of your followers are men or people located in Europe, you might need to change up your strategy. Also, keep an eye on your follower activity to see when they’re most active on the app. This can help you plan when to publish your videos so that as many people as possible see them when they’re new.

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Once you get through the normal follower analytics, you can access the very interesting pieces. First of all, you can see the videos your followers watched. This doesn’t mean your videos – it means other videos that your followers watch while they’re on TikTok. You can easily see the types of content they like to see, as well as people they like to watch. This can help you plan your content or find potential people to work with.

Finally, you can see the sounds your followers have listened to recently. Much like the videos they’ve watched, you can see and understand what sounds are resonating with your audience. Remember, though, that trends can change quickly. Find a sound they like and make a video to it as soon as possible.

Putting It Together

Overall, TikTok analytics are an incredibly helpful and crucial piece of your TikTok marketing and content strategy. When you measure what’s working well and what isn’t, you’re able to create a strong piece of content that your audience will probably love. When you create one that doesn’t do as well, you can use that data to help you better understand your audience and adjust your content planning accordingly. When you’re using any social media platform for business, you need to be aware of your numbers, and the TikTok analytics feature lets you do just that.

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