TikTok Agency Adelaide.
Still getting your head around TikTok for your business? No worries, we can help. Start by downloading our free guide on TikTok for Business (scroll to the bottom of the site) and then read on to learn more about how to measure your TikTok success.
As the saying goes, you can’t manage what you can’t measure. And when it comes to any type of marketing, understanding the analytics and metrics to measure is super important. In this blog, we’ll share everything you need to know about TikTok analytics.
Updating your profile to a Business Account
The first thing you need to do is ensure that your TikTok account is a Business Account. A Business Account gives you access to a whole heap of features that can benefit your business. You will also be able to extract more analytics as a business account.
- Go into your account and tap the hamburger icon in the top right-hand corner
- Tap Setting and Privacy
- And then Account
- Tap ‘Change to Business Account’ (this screenshot says the opposite as we are already a business account)
- Make sure your account is fully populated with a website URL, bio and profile image. You’ll also need to make sure you select the business category.
Where to find your TikTok Analytics
- Tap the hamburger icon in the top right corner.
- Tap Business Suite
- Tap Analytics
Overview tab
At the top of the screen you’ll see:
- Overview: Which is exactly that. An overview of the key analytics.
- Video: This breaks down the analytics of each individual video.
- Audience: This gives you insight into who is watching your videos.
- Live: This gives you analytics on any live videos you have done.
Beneath that, you’ll see a space where you can select the time period you are wanting to view analytics for. And below that, you can tap between Reach, Engagement and Conversions to view this data.
REACHVideo viewsThe total number of times your videos have been viewed. Reached audienceThese are the people who watched your published content at least once.
ENGAGEMENTLikesThe total number of times people have liked your published videos.Comments The total number of times people have shares your published videos.Shares The total number of times people have commented on your published videos.
LEADSConversionsThe total number of leads that you have collected from your consumers during the time. You can only set up lead forms if you have 1,000 or more followers.
The overview page also shows you your most popular videos and your Follower data.
FOLLOWERSFollowersView all followers (net/new and lost followers)Net growthThe total number of people who are following your account. New followersThe total number of new followers you have gained during the time. Lost followers The total number of followers you have lost during the time.
Video tab
Under this tab we can drill down into each video's performance. As video is the heart of TikTok it is important for us to identify what videos are gaining traction. This tab shows the total number of views/plays, likes and comments. You can filter this page by time period (i.e: most recent video) or by performance (most views).
What do you notice on this tab? Can you identify a particular type of video working better than others? For NINKI, we are finding that videos of our internal culture are performing well. And generally far better than our educational content. This comes as no surprise as entertainment is the core function of TikTok.
Audience tab
This is the place where you get to learn a bit more about your reach and engagement.
Reached audienceThese are the people who watched your published content at least once. Engaged audienceThese are the people who engaged (liked, commented or shared) with at lease one of your videos.
Tapping ‘See More’ button will drill down into your reached audience breaking it down by:
- Day
- Time
- Age
- Gender
- Country
- Cities
The ‘See more’ expansion under ‘Engaged audience’ shows the same data.
For NINKI, most of our followers are younger. But that’s not because TikTok only has young people on the platform. In fact, according to The Social Shepherd:
- 25% of users are aged 10 to 19
- 22.4% of users are aged 20 to 29
- 21.7% of users are aged 30 to 39
- 20.3% of users are aged 40 to 49
Our content seems to appeal to a younger demographic, perhaps because the star of our TikTok account is our young social media manager Morgan.
How to calculate your engagement rate
To calculate your TikTok engagement rate, simply add the total number of comments, likes and shares and divide them by your total number of followers.
A good TikTok engagement rate is between 4% and 17%.
Individual video data
Now let’s get into the nitty gritty of analytics within each video. Tapping ‘More Data’ at the bottom right-hand corner of the video will reveal information about the video’s performance and its viewers.
Performance
Total play timeThe total number of hours that video was played for.Average watch timeHow many seconds or minutes of the video was watched. Watched full videoThe percentage of people who watched the full video.New followersTells you how many new followers you earned through that video.
You can also discover the retention rate (i.e: the percentage of viewers who watch your video at a particular time) and traffic source (i.e: how people found the video)
And finally, the Viewers tab.
Viewer tab
This tab tells you information about the viewers who watched this particular video and contains information about their:
- Gender
- Age
- Top locations by country and city
In short, followers are your online community. They are people who enjoy your content enough to follow you. Ideally, this audience should be your ideal customer. If it isn’t, you might want to change the type of videos you produce.
If your reach and engagement numbers are high that means that people are enjoying your content. And their engagement sends signals to TikTok’s algorithm that your content is worth watching, which has a wildfire effect that amplifies your business on the platform.
The nitty gritty video analytics can help you figure out how engaging your videos are. When did people drop off and why? Remember to put a hook in your video to grab people’s attention. And then deliver the goods quickly. Or of it is a LIVE give the viewers something to book forward to at the end. A free offer, for example.
We hope you found this article helpful! If you need a hand with your TikTok content, we can help. Book a discovery call with us here to get started.
.svg)
