TikTok Analytics – How to Measure the Performance of Videos

According to 67% of users, TikTok convinces them to shop for things even though they are not planning to. Hence, it shouldn’t be surprising that the hashtag #TikTokMadeMeBuyIt has garnered over 7 billion views on the platform. Businesses today are harnessing the power of various social media platforms. Out of these social media platforms, TikTok is

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According to 67% of users, TikTok convinces them to shop for things even though they are not planning to. Hence, it shouldn’t be surprising that the hashtag #TikTokMadeMeBuyIt has garnered over 7 billion views on the platform.

Businesses today are harnessing the power of various social media platforms. Out of these social media platforms, TikTok is amongst the most popular. In today’s digital age, it is reaping lucrative returns for businesses. But still, some businesses are vague in measuring the performance of their TikTok videos. Due to this, they are potentially losing a ton of money as well as time.

If you wish to know how to measure your TikTok’s performance to improve results, then this blog is for you. In this blog, we’ll walk you through:

  • The key TikTok metrics you should be measuring
  • Navigation to TikTok analytics
  • Analytical tools that can help you track different TikTok parameters
  • How TikTok can amplify your business growth
  • Conclusion

The Key TikTok Metrics You Should Be Measuring

TikTok analytics are a cluster of metrics created particularly to assist creators and businesses in monitoring the performance of their posted content. It enables users to learn more about how well their content is performing.

Today, it has become non-negotiable for all organisations having a TikTok account to use the app’s analytics. This is because the competition on the platform is fiercely increasing, and video analytics plays a big role in helping you track and enhance your performance on the platform.

If you want to comprehend the impact of your content, you must track the TikTok analytics metrics. Doing this will help you develop better content that encompasses higher engagement strategies. The TikTok analytics tool covers:

TikTok Account Overview Analytics Metrics

·       Video views

Video views are the cumulative number of times the videos on your account were viewed within a certain period.

·       Profile views

This is the number of profile views your account has in a particular period. These views will assist you in recognising the type of content that drives traffic to your TikTok account. This section also showcases the following:

  • The number of likes, comments, and shares for every video
  • The number of comments that your videos have received
  • The number of videos you have posted

·       Likes

As the name implies, these are the number of likes your videos have received in a custom date range.

·       Comments

These are the number of comments your TikTok videos have received in a specific date range.

·       Shares

These are the number of shares your videos have received in a specific date range.

·       Followers

This is the total number of TikTok users that follow your account and how that’s changed within a custom date range.

·       Content

These are the number of videos you have posted in a specific date range. TikTok content analytics can help you keep appropriate track of the frequency of the content you post.

·       LIVE

These are the number of live videos you hosted in a specific date range.

Who Uses Tiktok?

TikTok Content Metrics

·       Video posts

In this analytics section, you can look at the views for the most recent nine videos you have posted on your account in the last week. You can also check if you published more or less content in the past week. Also, you can see the post frequency besides the video views.

·       Trending videos

In this analytics section, you can check the top nine videos with the highest growth rate in views within the previous week.

TikTok Follower Metrics

·       Followers

This section denotes the number of followers that follow your business account as well as net followers. Net followers is the number of new followers minus the number of unfollows in the past week.

·       Gender of followers

This basic pie chart depicts the breakdown of your TikTok followers by gender. Here, you will need to consider the right audience demographics. Otherwise, you might have to revise your content strategy.

·       Top territories

Here, you can check the breakdown of your followers in terms of their territory. Thus, you could track in which country your content is spreading its roots.

·       Follower activity

This section gives you an idea of the appropriate times and days when your followers are most active on the platform.

·       Hours

This TikTok analytics data shows when your followers are mostly online. So make sure to post your content before the follower activity increases to its fullest extent.

·       Days

This data allows you to gain insights in which you can check the weekdays your followers are most active.

Using this data, you can tactically identify the best times to upload content on TikTok. Look closely at the chart’s highest bars to determine when the majority of followers are online. Schedule video posts after everything is prepared based on this data.

Measuring Follower Activity - Social Media Marketing Agency

TikTok LIVE Analytics

·       Total views

These are the number of viewers that your live videos have gained within a specific date range.

·       Total time

This is the total time spent by you on hosting live videos within a specific date range.

·       New followers

These are the TikTok users who have begun to follow you while the live video was going on, within a specific period.

·       Top viewer count

These are the highest number of live video viewers within a specific date range at a particular time.

·       Unique viewers

These are the viewers who have viewed your live videos at least once (due to the TikTok algorithm, even if a viewer replays the video, it is still considered one view).

·       Diamonds

Diamonds are the virtual rewards that the users might have sent you. You can exchange these rewards for money through TikTok.

Tiktok Rewards - Digital Marketing Agency

Other Metrics (These can be viewed through services like Social Insider)

·       Engagement rate

TikTok defines engagement as the sum of:

  • Video views
  • Profile views
  • Likes
  • Comments
  • Shares

·       Hashtag performance

Follower growth is the number of followers your TikTok profile has gained from the beginning date till the end date of a specific time range.

·       Top TikTok posts

You can check which of your video posts have performed the best in terms of engagement. You can then pen down the factors that made them successful. Subsequently, you can mirror those same factors in your upcoming videos and probably achieve the same success again. This can work like a charm if you do it strategically and persistently.

·       Best time to post on TikTok

According to Hootsuite, the best time to post on TikTok each weekday is:

  1. 10:00 PM on Monday
  2. 9:00 AM on Tuesday
  3. 7:00 AM on Wednesday
  4. 7:00 PM on Thursday
  5. 3:00 PM on Friday
  6. 11:00 AM on Saturday
  7. 4:00 PM on Sunday

To get the best outcome, you should post videos when your audience is most likely already scrolling. To put it another way, knowing where and when your audience is located (time zones) will govern your posting routine.

But posting at the right time is not the only element in creating a raving fan base on TikTok. The frequency of your posts also has an impact on how widely your content is shared. TikTok suggests posting 1–4 times per day.

You should experiment and examine your posting frequency. Then settle on a posting frequency that will appeal to the TikTok algorithm as well as your followers.

Navigation to TikTok Analytics

Navigation to TikTok Analytics is a simple five-step process:

  1. Open up your TikTok app and click on the three lines at the top right of the screen.
  2. Click on Manage Account.
  3. Switch to a TikTok business account.
  4. Make your way through the prompts and select the content type that best suits your style.
  5. Verify your email address.

Analytical Tools That Can Help You Track Different TikTok Parameters

1. Popsters

Popsters is a dynamic tool to:

  • Monitor metrics
  • View analytics
  • Assess your video performance

This tool will assist you in knowing which types of content and posts are most liked by your target audience, eventually helping you make trending videos.

2. Social Champ

Social Champ is an all-inclusive social media management system developed to automate your marketing and social media activities. All the major social media platforms, along with TikTok, are compatible with this tool. By timing the videos, you can optimise the performance of your video campaigns. You can keep tabs on your videos’ stats and see which videos are doing the best.

3. Pentos

You can use Pentos as a tool to track your business account and inspect TikTok analytics. By using this tool, you can gain access to the top-performing TikTok analytics like:

  • Profiles
  • Posts
  • Hashtags
  • Songs

You can also keep a close eye on your organic promotions and activities while doing so.

4. Hootsuite

Hootsuite allows you to track audience reach, breakdowns by country, and hourly follower activity. With Hootsuite, you can:

  • Schedule and post content directly on TikTok
  • Plan your content calendar
  • Engage with the audience and boost your growth

5. TrendTok

TrendTok is a tool that can assist you in measuring, recognising, and projecting TikTok trends. It generates the results according to geography and categories. In this way, creators can make use of emerging trends and make compelling videos. It demonstrates explicit and detailed analytics regarding the rise and fall of trends and the video performance of your content on TikTok.

How TikTok Can Amplify Your Business Growth? 

There are numerous brands that have leveraged TikTok to fuel their business growth. Some of those brands include:

  • Dunkin’
  • Gymshark
  • San Diego Zoo
  • Duolingo
  • Crocs
  • Planet Money
  • The Washington Post

And many others….

Dunkin’ was one of the initial brands to use TikTok influencer marketing. Recently, they partnered up with the popular TikTok celebrity, Charli D’Amelio. The first day of the campaign yielded an unbelievable rise of 57% in app downloads. Subsequently, the sales numbers also surged quickly.

Gymshark is another brand which cashed in on TikTok’s rapidly growing user base. It is a top fitness brand that hit the milestone of reaching two million followers in merely six months.

Gymshark focuses on fitness enthusiasts and makes the gym look less intimidating by posting videos that cover:

  • Workout challenges
  • Motivational health transformations
  • Fitness humor

There are many such examples, like Dunkin’ and Gymshark, that have fruitfully leveraged TikTok to propel their brand growth. Fortunately, you can shadow the same results by considering two chief measurements:

1. Measuring your company’s Cost Per Action compared to your conversion rate before and after using TikTok:

Cost per action (CPA) is determined by dividing the total cost by the total number of actions being tracked. Therefore, if a campaign costs $200 to run and 10 actions are ascribed to it, the cost per action for that campaign would be $20.

Simply dividing the number of conversions by the total number of ad interactions that can be associated with a conversion within the same time period gives the conversion rate. Your conversion rate, if you had 100 conversions out of 2,000 interactions, would be 5%, as 100 divided by 2,000 equals 5%.

These two metrics are the prime metrics you must take into account before and after starting to use TikTok for your promotions. Tracking these two metrics and making the necessary tweaks can have a direct impact on your business’s revenue.

2. Measuring your Cost Per Click vs. the Click Through Rate to see how that has affected the cost per action: 

CPC (Cost Per Click) is a metric that decides how much a marketer pays per click on an advertisement. CTR (Click Through Rate) entails how many individuals view an ad and then click on it. These metrics are also key determinants of your reach and shouldn’t be neglected. In addition to considering these metrics, you should also keep in mind that the marketing strategy that you’d be designing should be effective enough to captivate your target audience.

Measuring The Impact Of Tiktok

Final Thoughts

Peter Drucker, one of the most eminent educators and theorists in the management domain, once said, “What gets measured, gets improved.” This timeless statement stands strong even in today’s digital era.

When it comes to tracking and enhancing TikTok performance, TikTok Analytics is the best. This analytics feature can take your business to a whole new level if you are able to leverage it properly. Apart from TikTok Analytics, you can also boost your TikTok profile by using tools like:

  • Popsters
  • Social Champ
  • Pentos
  • Hootsuite
  • Trendtok

We hope this blog has provided you with enough insights to boost your TikTok business account and augment your growth. Share this blog with someone who you think would benefit from it and stay tuned for more.


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