TikTok has gained massive popularity as a video-sharing platform, recently garnering more than 1 billion active monthly users. Although it still trails Facebook, TikTok is the fastest-growing video-sharing app.
As a result, many businesses are trying to diversify their marketing strategies by trying out TikTok marketing. That’s because creating TikTok videos is budget-friendly, and the platform is favorable to businesses whose main target is young people.
To wring the most value from the platform, you will need TikTok analytics to monitor your progress. Here is a blow-by-blow account on the basics of TikTok Analytics.
Creating a Tik Tok Business Account
To view analytics for businesses, you need to create a business account. Creating the account will allow you to monitor customers’ engagement and create content that your target audience loves.
Here are the steps you should follow to create a TikTok pro account:
- Head over to settings.
- Select the “manage my account” option.
- Click “switch to pro account or business account.”
- Choose a category that best describes your business.
- Tap “edit profile” and make the change.
Accessing TikTok Analytics
Now that the business account is ready, you will gain actionable data in about a week. You will have access to audience demographics of TikTok users and historical data to help shape content strategy.
To access video analytics on TikTok, follow these four simple steps:
- Open your TikTok profile in the bottom right corner of your phone.
- Click the three lines in the top right corner.
- Select the “business suite” option.
- Tap “analytics” and view the metrics.
From the insights gathered, you can follow up on your profile growth. In addition, you will create video content that better converts leads into sales.
How TikTok Analytics Work
TikTok Analytics allows you to have an overview of your profile’s performance. From the analytics, you may understand your engagement rate by viewing:
- The number of likes earned.
- Followers count.
- Number of videos published.
- Profile views.
- Video performance.
- Number of shares.
- Video views.
- Number of comments.
Some features are unlocked once you reach at least 100 followers. They include the audience demographics of the TikTok users, such as gender, traffic sources, and your followers’ activities.
Meaning of the Analytics Metrics
Here are examples of the summary of metrics each tab provides:
1. Overview tab
- Video views: number of views over some time.
- Profile views: total views of your profile page.
- Followers: your profile page’s number of followers and follower growth.
2. Content tab
- Average watch time: average time people spent watching your content.
- Trending videos: your top 9 best performing videos.
- Playtime: total time guests watched your content.
- Videos views by sections: contains the ‘for you page’ that shows traffic source types.
3. Followers tab
- Follower count: what countries your top fans are from.
- Follower activity: pinpoints the days and times your followers are most active.
- Videos follower watched: shows the type of content most watched.
4. Live tab
- Total views: total views of your live sessions.
- New followers: the number of new followers you gained during a live session.
- Unique viewers: stats on users that viewed your live video at least once.
The Analytical Tools You Need
Here are three critical analytical tools you need for your TikTok business account:
a) Popsters
Content analytics tool for quick analysis of any pages just in a few clicks. With it, you can get your own or competitors statistics, find what content is more interesting for users, make an advanced posts analysis by tags, text volume, date and time of publishing, and export results to PDF, PPTX or XLSX.
Popsters works with more than 10 socials, including TikTok, Facebook, Instagram and Twitter. TikTok analysis is helpful to get excessive statistics about audience preferencies, getting competitors insights and a to make a complex market researchs.
b) TikLog
Keeping up with the latest trends is key to staying on top when using TikTok for your business. After all, TikTok analytics favor viral videos and trending content.
TikLog lets you benchmark trends and hashtags and shows you how your account compares to others. The comparison tab on TikLog’s interface enables you to cross-check over 30 TikTok accounts, handy for your marketing campaigns.
c) Iconosquare
If you have various social media accounts, you will need an analytical tool to manage all your sites. Iconosquare can manage multiple social sites, including Instagram, Facebook, Twitter, LinkedIn, and TikTok.
With Iconosquare at your disposal, you can monitor and manage all your social media on one platform. Its features include the ability to schedule publishing, export charts, and view your average engagement history.
d) Exolyt
If you do not have the budget to purchase analytical tools, Exolyt is your best shot. Unlike other tools, Exolyt primarily focuses on analyzing TikTok’s metrics.
It is a great tool created for influencers, agencies, marketers, and content creators. You can compare two accounts side by side, which makes Exolyt stand out.
If you use TikTok analytics for your business, you could set up digital signage screens to display the metrics.
Final Word – TikTok Analytics Basics
TikTok is a great video-sharing platform that you should include in your marketing campaign. The best way to capitalize on its power is to use TikTok analytics to gauge your metrics.
TikTok analytics will help measure the number of views your videos are getting, the number of new followers, and your top 9 trending videos. However, TikTok analytics is not that powerful, so you need TikTok analytics tools such as Exolyt and Iconosquare to strengthen your marketing strategy.