TikTok Analytics - What Brand Marketers Need To Know
Before you do anything else on TikTok, switch your account to a Pro Account. This is what allows you to gain access to your analytics. You'll want to do this as soon as possible so TikTok can start tracking your overall audience and published content.
Switching to a Pro Account is an easy and simple process. Start by going into your account's settings. Then click on Manage My Account. On the next page all the way at the bottom tap on Switch to Pro Account. Once you've done that, you'll be prompted to select a category. Choose the one which is most relevant to your account, but don't worry this won't be displayed publicly on your profile.
TikTok analytics will start recording data after you switch to a Pro account and will not display any historic data. You’ll need to wait up to 7 days for your account to generate enough data to start displaying insights.
Once you've done all of this your Pro Account should be all set up. Now if you navigate back to your Settings menu you should see the Analytics tab.
TikTok analytics will start recording data after you switch to a Pro account and will not display any historic data. You’ll need to wait up to 7 days for your account to generate enough data to start displaying insights.
There are three main categories that TikTok displays within your account dashboard:
Account overview analytics
Content insights
Follower insights
TikTok Account Overview Analytics
The profile Overview tab is useful for identifying how well your TikTok profile is performing overall. This data includes your total video views, profile views, and follower count.
Video Views
The top of the Overview tab shows total Video Views, which is the total number of times your TikTok videos have been viewed in the past 7 or 28 days. This data is broken down by day.
Profile Views
The Profile Views metric is how many times your TikTok profile was viewed over the past 7 or 28 days. Because this information is separated out by day, you can see what content is driving users to visit your profile.
Follower Count
The Followers graph shows your total follower count over a 7- or 28-day period.
Follower insights allow you to associate any popular TikTok videos with overall account followers. By looking at the days you publish content and aligning that content to follower growth, you can gauge whether your content was engaging enough to drive users to follow your brand.
TikTok Content Analytics
Now we've gone through TikTok's Overview analytics, we'll now be taking a look at the next tab which is the Content tab. Here you can see detailed insights about the content that is posted.
Video Posts
At the top of the Content tab, you first have the video posts section. Here you can see all the content you've posted from the past 7 days and their total view count.
One of the best features of the Content analytics is the ability to dive into each post and uncover richer insights. To view the analytics for an individual post, simply tap on the post thumbnail to open its unique dashboard. The analytics for each post show:
Total like count of post
Total number of comments
Total shares
Total play time of the video
Total video views
Average watch time
Traffic source types
Audience territories
Looking at the traffic source type, you can actually see whereabouts in TikTok people viewed your video. Here you can see that 96% of the views for this video came from the For You page, 3% from their own following feed and then 1% viewed the video on my profile.
Trending Videos
Below the Video Posts section in the content tab, you can see your top 9 videos with the fastest growth in views over the past 7 days..
TikTok Followers Analytics
Here you get some useful data about your current followers, starting with the amount you have gained or lost over the past week. It also shows a top-line view of your audience demographics. You can see a gender split and a percentage breakdown of your audience by location.
Follower Activity
Below the Top Territories, you can find follower activity. You have two option, to select by Hours or by Days. Follower activity by hours/days gives you the times of day and best day your followers are most active on TikTok, which can help to determine best times to post in the future
Also, at the bottom of the Followers tab, there are two other features: videos your followers watched and sounds they listened to. This can be very interesting and help to get an idea of what is popular with your current followers demographic.
Conclusion
If you’ve been curious to try TikTok as a social channel, now is a great time to get started. With analytics, you can easily monitor the results from the platform and alter your approach accordingly. Analytics are a great place to look for inspiration when it comes to creating new TikTok content for your page or making content that resonates with your followers.