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TikTok’s rapid popularity has taken the world by storm. Starting as a simple lip-syncing app for teenagers, TikTok is now the fastest-growing social media platform, with over 1 billion active users.The founders of the platform have seemingly been surprised by the rise as well. They gradually brought in features that are regular staples on other platforms. For instance, it was only in 2020 that TikTok introduced a hub for businesses where companies can run paid ads and measure their marketing efforts.Similarly, account analytics were not available to everyone at first—you had to have a Pro account that would either be for established creators or businesses. Now, TikTok analytics are available to all and offer more advanced insights than before.We’ll show you how to check analytics on TikTok and how you can use the insights to grow your business on the platform.
Regardless of whether you use a personal or a business account, you can access the analytics page and see how your videos are performing. To get to the analytics, you need to:
Source: TikTokIf you have a business account, you can follow the same steps or get to the same page the following way:
You can open the analytics page in a web browser on a desktop computer or a laptop to get a more detailed view.
If you’re interested to see how a single video is performing, you can do so by:
Source: Georgia de LotzWhen you open the analytics page, you’ll see that the data is divided into four sections:SectionAnalyticsOverview/Engagement
Content
Followers
LIVE
The single-video analytics page allows you to see:
Single-video performance is a great tool because you get to see what type of content gains the most traction. For example, if your goal is to become famous on TikTok through organic traffic, you’d want to focus on creating videos that attract the most viewers from the For You page and hashtag clicks.Video views by region can benefit you if you see you’re getting views and followers from a location you didn’t expect. This can steer you towards making several videos that focus on TikTok users from a specific region.If, say, you work for a makeup company, you can make a tutorial for a makeup routine that’s popular in that part of the world while using a local song. Such a video can help you develop a relationship with a section of your followers, making them more likely to buy your products.Single-video analytics are also useful for influencers who post sponsored videos (like Addison Rae Easterling and Charli D’Amelio) and want to share the metrics of a single video with their brand partners and keep their overall analytics a secret.
Source: Carlos MuzaThe analytics page is where marketing managers will spend most of their time on TikTok. The page offers you insight into how your videos are performing and how your account is growing in general.When analyzing the data, it’s important to realize that:
While all metrics are useful, you shouldn’t center your entire content strategy around those numbers.For instance, video views are more important to content creators looking to apply for the Creator Fund and make money creating content. As a business, you should know not to focus on the number of views as it tends to fluctuate due to the For You page’s unpredictable nature.You can get more actionable insight from data such as total play time and the number of likes and comments. These metrics allow you to see what type of content your followers engage with the most and then plan your future videos accordingly.It’s also important to note that different metrics will have varying importance on different video formats.For example, the Watched Full Video percentage will be significantly lower on 3-minute videos than on shorter ones. This doesn’t mean you should stop producing longer posts if they are effective in educating your followers about a product/service and getting them to buy it.
Paid ads on TikTok can be:
Whatever type of ad you choose, you have a separate analytics page to measure your campaign’s success.To see the data behind your ads, you need to open the TikTok Ads Manager and visit the Dashboard page.TikTok offers the following metrics for each campaign:
Source: Anna NekrashevichThis section is customizable, and you can add additional metrics, such as reach, cost per 1,000 people reached, ad frequency, and so on.Your choice of data should depend on the goal of the campaign. For example, if your goal is brand awareness, then CPA is of no interest to you, and you should focus more on CPM and the number of impressions.You can click on individual campaigns and see their reach, audience demographics, and viewing data.
In the beginning, companies didn’t give TikTok the time of day—they saw it as a fad that would go away as quickly as it showed up. By late 2019 and early 2020, many brands had realized TikTok was there to stay, and businesses joined looking for new audiences.Today, TikTok is so popular that thousands of brands are fighting to grab the attention of the users who are there mostly for entertainment. To make it even more difficult, the majority of the users are Gen Zers, who have an average attention span of 8 seconds.If you want to succeed on TikTok, you can’t rely on a layman’s approach to TikTok analytics and content creation.A professional social media manager can help you out, but they need a large team behind them to be able to carry out all of their duties successfully. An in-house manager has to create videos, run ad campaigns, engage with fans, and check the analytics—all of that while other social media platforms are standing by.To optimize your efforts, you need a team of professionals focused solely on your TikTok account.
Kubbco is a TikTok-partnered social media agency with a proven track record of successful TikTok campaigns. Our team consists of professional video editors, content writers, graphic designers, sound engineers, social media strategists, and other experts that will be at your disposal.When you get in touch and tell us what your objective on the platform is, we’ll take all the steps towards achieving that goal, including:
Want to learn how we approach content creation and find out about the latest TikTok strategies? Subscribe to our newsletter for free, and we’ll share our insights that you can use on all social media platforms.
When we start working together, we’ll first scope out your niche and see how you compare to your competitors. Kubbco aims to create content that will resonate with your target audience but still show your brand’s personality through unique videos.Whether your goal is to reach TikTok fame or you only want to get people to buy your products, we can make it happen for you.Take a look at what we achieved for brands like Matas, essence cosmetics, NATURLI Foods’, and OLAPLEX:PartnerPartnership DurationFollowers GainedNumber of VideosViral VideosTotal ViewsMatas8 weeks13,5002585.6 millionessence cosmetics2 years 2 months386,0005561273 millionNATURLI’ Foods23 weeks5,200112206.2 millionOLAPLEX5 weeks22,0002825.1 million
The first step to achieving your goals on TikTok is reaching out. You can contact us and state your objective, and we’ll start working on your campaign immediately!
Featured image: Kaysha
I create viral TikToks for brands.
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