Understanding TikTok Analytics

Published on 21st of September 2021

If you’re using TikTok for marketing purposes, analytics should play a significant role in your strategy. You need to analyze and view analytics to find out what your audience wants so you can deliver the best content. 

First, find out how to set up analytics and how to access them. Then, let’s go over some of the most important analytics.

Setting up a TikTok Pro Account

Person Holding Black Android SmartphoneYou need to upgrade to a TikTok Pro account to access analytics. It’s free and includes tons of helpful analytics. 

Just head to your profile page and click on the “Privacy” tab. Then, go to “Settings.”

Select “Manage My Account.” Then, you can switch to a Pro Account as a creator or a business. Once you make the switch, you can view analytics on your computer and mobile device.

Accessing Your Account Dashboard

Girl, Hands, Texting, Woman, Young, School, AppleAfter setting up your account, you can access analytics by clicking on the ellipses at the top of the page. Then, click on “Account,” and you’ll find the analytics tab. Just select the tab to go to your analytics dashboard. 

Your dashboard gives you a basic overview of your account. With a quick glance, you can see your video views, follower growth, and profile views. This basic information is a good starting point, but you need to dig in a bit more to get detailed information. You’ll find that information on the Followers and Content tabs. 

Using the Followers Tab

Company, Social Networks, Community, SurveyThe Followers tab includes all kinds of important data related to your followers. Gaining insight into your audience can help you create top-notch videos that speak directly to them. 

First, you can see your follower count and trends. You can use the tab to find out if you’ve increased or lost followers over the last week. 

This information is incredibly beneficial. Losses and gains are often directly related to the content you’ve recently posted. If you’ve lost lots of followers, you might have posted something that offended or annoyed your audience. On the other hand, if your follower count has grown, you’re creating videos that resonate with viewers. Those videos are reaching a new audience and helping you gain followers.

You can also see the breakdown between male and female followers. If you are in a gender-specific niche, this can be very useful data. For example, let’s say that you’re marketing razors for men. If you are reaching men and women equally, use that to transform your content creation decisions. You need to create content that appeals to the men using the product, but you also need to speak to women who might buy the product for their husbands, boyfriends, or sons.

On the other hand, assume you are promoting a product used by both men and women. You’re only reaching one of the two groups, though. You need to switch up your campaign to have a universal appeal. This will help you attract more people, thus balancing out your demographics. 

The “Top Territories” data is also very helpful. You’ll see where your followers live. This will help you determine if you’re reaching your market or missing out on opportunities. If you aren’t reaching people around the world, consider when you’re uploading videos. Are people asleep when your videos go live? Try posting at different times, so you can reach people when they are using TikTok.

Next, you can view Follower Activity. This is easily one of the most important analytics available with a TikTok Pro account. Use this to see when your followers spend the most time on Tiktok. Then, you can upload your videos when your followers are active and ready to engage on TikTok. However, remember that you’ll need to post at other times as well if you want to reach people in other countries. 

You can also view the videos your followers watched. This is a great place to mine for content ideas. You can create similar videos that will grab your audience’s attention.

Finally, you can review analytics related to the sounds your audience recently listened to on TikTok. Using the right sounds can help you rank high on TikTok’s algorithm. At the same time, it will allow you to deliver content your audience wants. 

Content Analytics

person using Android smartphoneAfter analyzing your followers, you can move onto Content analytics. Click on the Content tab to access this information.

Begin by looking at your Trending Videos. You’ll see which videos have experienced the greatest growth in the last week. These videos have received lots of exposure on the For You page and could go viral.

While this only shows trending videos from the last week, that doesn’t mean it only includes videos you posted within that time frame. It might consist of videos you posted a while back that are just getting hot now. Sometimes, videos take a bit to take off on TikTok, which is why you should never delete content due to poor performance. 

The Content tab also includes analytics for individual posts. You can see the:

  • Like count
  • Number of comments
  • Number of shares
  • Total playtime
  • Number of views
  • Average watch time
  • Traffic sources

This will give you a much better idea of your engagement rate. Keep in mind that audience interaction is the most important factor TikTok analyzes when choosing which videos to show users. If people are watching and interacting with your videos, you can reach a larger audience.

If your interaction is low, you can increase it by posting when your audience is the most active. Also, consider buying TikTok likes to increase engagement quickly. This will help you reach more people, which can lead to additional engagement.

Monitor Analytics Weekly

You should monitor TikTok analytics each week. Make a habit of digging into the analytics to see if you need to adjust your strategy. By making adjustments as needed, you can continue to grow your account and your online presence. Then, you’ll enjoy the numerous benefits of marketing on TikTok.