In 30 seconds:
- What are TikTok analytics, and how can you access them? In this article, we’re revealing all.
- TikTok analytics data can open up a whole new world of video performance. We’ve listed each category and more data insights for your business to use.
- Superior social media management means knowing what to do with all of this data. Our top tips show you how to extrapolate and grow.
TikTok Analytics can be a marketer’s best friend. But only if you know your way around them. For brands to grow on TikTok, they need to understand how to access analytics on the app, extrapolate the data they find and ultimately use it to grow their TikTok account – and business.
The video-first social media channel has over 1 billion monthly active users. It provides the massive potential for businesses to reach large pools of valuable customers; i.e, your target audience. But the trick is knowing how to turn TikTok users into fans of your brand.
That’s where analytics come in. The TikTok analytics tool can help you adapt your content, recognise how to improve your TikTok marketing and make strategic decisions to achieve better ROI on your campaigns. This article is the ultimate guide to understanding these TikTok analytics so you can transform your content strategy. So let’s get into it.
How to check TikTok analytics 2022
First off: make sure you’ve switched to a business account.
If you’re wondering, “Are TikTok analytics free?” the answer is yes, but only for business accounts. TikTok states that this kind of account provides “creative tools that empower businesses to think like marketers but act like creators.” So first things first, you need to make sure you’ve made that switch. Here’s how.
How to switch to a business account
- Open the TikTok app on your mobile (note you cannot do this via a desktop)
- Select your profile on the bottom right.
- Tap the menu icon on the top right.
- Select “Settings and Privacy”
- Tap “manage account”
- You’ll then see the option “Switch to Business Account”
- Select this and follow the instructions to finish the switch.
Where can I find TikTok analytics?
Once you’ve switched to a business account, you’ll be able to access your analytics. Here’s how:
How to access TikTok analytics on mobile
- Tap your profile on the bottom right.
- Select the menu on the top right of your screen.
- Then select “Creator Tools”
- Tap “Analytics” to see your data.
How to access TikTok analytics on desktop
- Go to www.tiktok.com.
- Make sure you’re logged in on the right account.
- Hover your mouse over the profile icon in the top right corner.
- Select “View Analytics” from the drop-down menu.
Analytics can seem complicated… so we simplified things
From audience demographics and follower analytics to video analytics and video performance, Traversing data to clarify a narrative – and opportunities to grow – can be tricky. Marketing on TikTok offers opportunities for brands to extend their reach and form meaningful connections with potential customers, but careful analysis and subsequent action are the key to succeeding in your TikTok marketing strategy.
We at Fanbytes know first-hand the struggle of utilising TikTok analytics. So we did something about it. Enter Bytesights.
Using our in-house data and insights tool, we can check all of these metrics for you and help you understand the best strategy for your business on TikTok; including which influencers are growing in your niche, and which TikTok trends you can jump on early to supercharge your campaign.
Our Product Manager, Andrew Sanyaolu explains that Bytesights provides “accurate, extensive insight into the people on this platform” This means we can accurately establish patterns and predict future trends. He continues, “It has an all-in-one management interface and the ability to constantly monitor the changing landscape of any vertical on TikTok.”
When we work with brands, we use this data to find the perfect influencers, spot trends before they go viral and monitor TikTok for account mentions, products, competitors and even your entire sector.
Get in touch to find out more about how we transform TikTok brand campaigns using it.
TikTok analytics categories and what they mean
Once you have your analytics dashboard up, you’ll see a few options.
The analytics dashboard is split into 4 different categories. These are Overview, Content, Followers and LIVE. Let’s go through them.
Overview
The overview tab is where you can see a general overview of the different metrics for your profile. You can filter these by time period (like the last week or month). Alternatively, you can customise a date range to get more specific data. Within this overview, you can access the following:
- Video views – the total number of times your videos were viewed over a selected period of time
- Profile views – the total number of times people have viewed your profile over a selected period of time.
- Likes – the total number of likes your videos had over a selected period of time.
- Comments – the total number of comments your videos had over a selected period of time.
- Shares – the total number of shares your videos had over a selected period of time.
- Followers – the total number of followers your account has and the growth it has seen.
- Content – the total number of videos or posts you have uploaded.
- LIVE – the total number of LIVE videos you have hosted.
Content
This is where you can see how your videos perform and what type of content is the most popular. You can also filter this by date range and choose specific time frames to assess. You can see individual video responses like comments and likes on your TikTok posts too. Here are the metrics you can see within the TikTok content category:
- Trending videos – these are the top nine videos that have the quickest viewer growth over the last 7 days.
- Video views, likes, comments and shares – you can see the number of views, likes, comments and shares each of your videos has.
- Total play time – the total amount of time people spend watching your content.
- Average watch time – the average time people spend watching your content.
- Watched full video – the number of times people have watched your video to completion.
- Reached audience – the total number of users who watched your video.
- Video views by section – this shows where people come from to view your videos (i.e. FYP, profile, sounds etc).
- Video views by region – this shows the top locations of viewers for the post.
Followers
The followers tab is where you can find your Follower Growth Rate and more detailed data about your TikTok followers too. This section includes this data:
- Gender ratio – this shows the gender identity of your followers.
- Territories – this shows where your followers are ranked by country.
- Follower activity – this is the times and days your followers are most active.
- Videos your followers watched – this reveals which kinds of videos your followers are watching.
- Sounds your followers listened to – these are the top sounds your followers are listening to.
LIVE
This is where you can find specific insights on the LIVE video posts you’ve hosted. You can again specify the period shown; however, this time, it only allows you to filter by the last 7 days or 28 days. It also shows you how many Diamonds you’ve earned from your LIVEs.
- Total views – this is the total number of viewers on your live videos.
- Total time – the total amount of time you have spent hosting live videos.
- New followers – new followers accrued from LIVEs.
- Top viewer count – the most amount of LIVE viewers at one time.
- Unique viewers – the amount of people who viewed your LIVE video at least once.
- Diamonds – the amount of diamonds you have earned.
Other metrics to consider
Amongst the data TikTok provides in analytics, there are other metrics you can use to assess your strategy.
Engagement rates
With an average engagement rate by views of 6.72%, TikTok is the social media platform with the highest engagement levels in 2022. So it’s the place to be if you’re looking to build a thriving, engaged brand community.
To work out your engagement rate on the platform, you need to use this formula:
Total Engagement / Total Followers x 100% = Engagement Rate
Once you have this number, you can use it to measure your brand’s progress on the app in different ways. This could include: comparing your average engagement to the engagement rate you achieved over a set period of time or for competitor analysis and comparison.
Post Reach Percentage
Reach is a crucial metric when it comes to analytics. It is the number of unique TikTokers that have viewed your post at least once during a given period of time. To calculate this use this formula:
(Reached Audience / Total Followers) X 100 = Post Reach Percentage
Hashtag metrics
This is something you can’t necessarily do through TikTok analytics, but it can be helpful for informing your strategy. You can find out the number of videos a hashtag has to understand its popularity.
Simply type in the hashtag on the app and take a look at the corresponding numbers. E.g. #TikTokMadeMeBuyIt has over 28.5 billion views.
How can you use analytics to win on TikTok?
There are some key ways to dissect this data and use it to your advantage. Here are our top tips on how to use your analytics to nail your TikTok strategy.
Assess your marketing goals and use your analytics appropriately
Pinpointing your social media marketing goals is essential when comparing your data. Are you looking for increased website traffic rates? Further lead generation? Higher engagement rates? A boost in conversion rates? Once you know these specific goals, using this data will help you refine your marketing campaign to achieve these ends.
For example, if you’re looking to:
1. Build a community
If long-term customer acquisition is your goal, building a solid, engaging TikTok community is essential. For this, you’ll want to head over to a few areas on your TikTok analytics dashboard. Check out the overview category and assess your comments’ growth on your profile page. You may also want to look at the content section and check which kinds of content are getting the most engagement.
Of course, to understand how strong your engagement is compared to your competitors, you’ll need to calculate their ER the analogue way — or get in touch with us.
2. Increase brand awareness
To boost your reach, you may want to check your Content tab on analytics and take a look at your “trending videos”. This will help you understand the kind of content that’s performing well with viewership. You should also check your “reached audience” metric on the same tab to understand the pace at which your audience is growing. Analysing “shares” on your content is also important. Take note of your most shared TikTok videos to inform new campaigns as your audience helps spread your message further.
3. Adapt your content appropriately
TikTok analytics is a brilliant tool, but only if you know how to make informed decisions from its data. The best way to tweak your TikTok game through these metrics is by extrapolating narratives and optimising your content to meet different goals.
TikTok is constantly morphing, and trends come and go very quickly. That’s why consistent real-time analysis is key in creating the best kind of content to meet your objectives.
Look at specific content and note why it’s performing well. Not only will this help you create new killer content, but it will help you form successful campaigns that generate better ROI. It can even help you work with influencers. Understanding your own data can help you figure out which influencers align with your creative strategy best. Unfortunately, you can’t really check their TikTok analytics to work this out…
Wait… actually….
Focus on *even* more informed decisions
With our in-house tool, Bytesights, we can analyse influencer metrics to find the perfect TikTok influencer for every campaign. It also extracts data from TikTok to anticipate the next trending content and movements on the app, as well as real-time data on how your TikTok posts – and your influencer posts – are performing. In short, it puts you ahead of the game.
And that game can be complicated. On TikTok analytics alone, you can only see your own TikTok profile data; it can’t inform you about the wider landscape on TikTok. Bytesights pools a wider dataset to give you more context. Additionally, data alone can only paint so much of a picture; as TikTok marketing experts, we’re well-versed in parlaying data into insights – and from there, identifying how you can improve.
The more insights you’re armed with, the easier it is to win. We’ve been through the ins and outs of TikTok analytics and how they can help you adapt your marketing strategies, but now it’s up to you to get started. It’s time to explore your data, interpret it and then make tactical, informed decisions to elevate your campaigns.
Need some support? That’s what we’re here for. Get in touch to find out how we can get your analytics working in your favour.
Looking to do some more digging? Delve into these brilliant articles:
