TikTok is the world’s first major social media network that started in China and spread to the rest of the globe. There is an international audience, comprised of more than 800 million active, diverse users. However, most of the users are under the age of 30, with 41% of users being between 16 and 24 years old.
The app is growing faster than Instagram and Facebook, doing in less than three years what it took Instagram six years and Facebook over four years, to do.
The app has been downloaded more than 2 billion times globally on both Google Play and the Apple App store, doubling the number of downloads in just over a year.
Many brands targeting teenagers and the under 30 crowd are beginning to add Tik Tok to their social media strategies, but until recently have struggled to determine how well it is working due to the lack of data about their content and followers. Brands like the NBA and ESPN are jumping on the bandwagon fairly early to connect with their fans.
If you are already or are even considering using TikTok for business purposes, you definitely want to access the TikTok analytics. To gain access to this, you need to have a TikTok Pro account. To convert your existing account to a pro account all you have to do is tap the three dots in the upper right-hand corner of your profile.
Open your settings so you can manage your account. From the “Manage My Account” screen, tap the “Switch to Pro account”. After you make the change, you will need to allow time for the data to start aggregating.
Once you’re ready to take a look at your analytics data, navigate to your account settings, and select Analytics.
You’ll see three tabs: Overview, Content, and Followers.
TikTok Overview Analytics
This is the tab you’ll see when you first open your TikTok analytics. You’ll see your total video views, followers, and profile views for the last 7 days. If you tap on 28 days, you can view up to four weeks’ worth of data. You’ll need to download the data regularly if you want to keep an eye on long-term changes.
The Video Views metric is crucial because it is your branding and impressions. You can think of it like getting a billboard in Times Square. If you see that you had a high number of video views on a certain day, take a look at what type of video caused the surge in views. Take note of any patterns you see because this content is the type that your followers enjoy the most
The overview screen provides the total number of Tik Tok followers. You can look at the 28-day trends to see how much your following has changed over that time period. Being able to see the change and your follower growth is important because having a video go viral does not always mean you learn more followers as a result. Looking at your follower growth can help you determine which videos are bringing you new followers. Again, if you notice a pattern in the types of videos you’re posting on the days where you get the most new followers, then you know this is the type of content that helps you get noticed.
In this section of the Overview tab, you can see your overall profile views. This refers to the number of people who were interested enough in your video to look through and look at your profile. These people are the ones who are most likely to become new followers. This metric can help you figure out if your videos are actually bringing people to you.
TikTok Content Analytics
In this tab, you’ll find information about your video post and trending videos.
in this section, you will see all of your Tik Tok video posts published over the last seven days. Each thumbnail will display the total number of views for that video.
Below video posts, you’ll see the trending videos which show you the video is that are getting views. By looking at your trending videos to see if they have anything in common, you can determine more about what your viewers like. Maybe the lighting was better in all of those videos or maybe you were discussing the same topic.
TikTok Followers Analytics
The Followers tab provides a great deal of information about your following beyond the total number of followers. It goes into more detail about where they live, their gender, when they are active on the platform, and what other videos and sounds they like.
You’ll see your follower count along with the percentage increase or decrease in followers over the last seven days.
Under your follower count, you’ll see the breakdown of your audience by gender. This way you can determine whether your audience is predominantly female or male and adjust your content accordingly if desired.
In the top territories section, you’ll see a breakdown of your followers based on where they live. Unless you intentionally aim to go Global with your Tik Tok, the majority of your following is likely to reside in the United States, Canada, UK, Australia, and New Zealand.
In the follower activity section, you can see more about the times and days that your followers are most active on TikTok. Using this data help you determine the best times to publish new content on the platform for your audience.
If you look at it by day, you can see which days of the week your audience is most active. Don’t be surprised if you find your audience is fairly active across the entire week.
If you want to get a bit more detailed, you can also view activity by hours of the day to see the time when your audience is most active. Generally, mid-afternoons and evenings are good times. However, what’s important is to identify trends of when your audience is most active on TikTok so you can publish an hour or two before that.
Remember, every account is different based on the types of people you have in your audience. Analyzing your own data to find your best time to publish will do you much better than trying to take action off of generalized data for the entire platform.
Videos Your Followers Watched
The followers tab also lets you see other Tik Tok videos that are popular among your followers. By looking at the content they’re watching, you can get a better idea of the kind of interest and types of humor they enjoy. this way, you can guide your content strategy and creation toward content that is more likely to resonate with your followers to increase engagement.
Sounds Your Followers Listened To
Seeing what other videos your followers have watched, you can also see what sounds they have listened to. You can decide whether or not you want to jump on the trends and record videos using those sounds. Carefully choose sounds for your TikTok videos and make sure you listen to the full audio before you record with it as inappropriate words are often part of the sounds found on the platform.
With this basic understanding of how to read, analyze, and interpret TikTok analytics data, you are now in a much better position to determine if your marketing approach is working. Not only can you more easily determine the kind of content that is working best for your audience, but you can also discover the right time supposed to reach the majority of your audience. With this data at hand, you can develop a TikTok strategy that will help your brand grow.