LEARN HOW TO USE TIKTOK ANALYTICS TO UNDERSTAND WHAT CONTENT RESONATES WITH YOUR AUDIENCE AND IMPROVE YOUR BRAND’S CONTENT STRATEGY.
Throughout this TikTok Series, you have learned about the unique platform of TikTok, how brands can use this channel, the specific details that affect the algorithm, how to create a content strategy, and producing high-performing content. Now, it’s time to measure the success of all of your efforts with TikTok Analytics! (And, don’t worry. We won’t make you do any math!)
As mentioned in previous blogs, make sure you switch your account to a Pro Account as soon as possible in order to access analytics. TikTok will not store any data until you switch to a Pro Account. After making this change, allow 5-7 days for your account to generate enough data to display accurate insights.
Once you have access to your account’s analytics, the dashboard will display three main categories: Overview, Content Insights, and Follower Insights.
This section of analytics is useful for identifying how well your content is performing overall. This data includes your video views, profile views, and follower count.
First, video views consist of the total number of times your TikTok videos have been viewed in the past 7 or 28 days. Remember, a view only counts if a user watches the entirety of your video! Make sure you are creating content that keeps people watching until the very end.
Next, profile views, you guessed it, total up the number of times your TikTok profile was viewed over the past 7 or 28 days. Finally, follower count tracks your follower count growth from the past 7 or 28 days.
Content Insights provides the deepest level of metrics for your specific posts. In a top-level view, you can see the total views of each video posted in the past 7 days. These videos are displayed in order from newest to oldest. Additionally, this section displays which videos have been trending on the For You Page within the past week, as well as the number of views those videos have accumulated during that time period.
You can click on a specific post to dive deep into its analytics. The following insights are provided:
- Total play time of video
- Video views
- Average watch time
- Traffic source types
- Audience territories
Reviewing this information for each of your posts will help you understand what types of content your audience finds engaging. Additionally, we recommend comparing the audience territories for each video with your overall audience territories in the Followers tab. This allows you to understand if certain types of content resonate with specific audiences from different locations.
Finally, this analytics category displays a high-level view of audience demographics. Taking time to analyze this audience information will help you stay updated on current trends that are popular among your audience. These insights are broken down into the following categories:
- Total followers and increase/decrease over the past week
- Gender split
- Top audience territories
- Follower activity based on days and hours
- Hours are based on UTC, so make sure you convert to your timezone so you know the best times to post!
- Videos your followers watched over the past week
- Sounds your followers listened to over the past week
TikTok Analytics only displays your data for 7 days before expiring. To avoid missing out, schedule regular times every week to report your performance. Although you can not export data through mobile, you can download a CSV file on desktop. Dedicating time to understanding your content’s performance and your audience’s preferences will help you create high-performing content in the future.
Congratulations! This concludes our TikTok Series, and you are ready to enter this whole new world with your brand. Go show us what you have learned (especially if it includes a cool dance or dogs!) 😎