It’s the newest, trendiest platform out there that exploded during 2020!
With people across the world all confined to their homes, TikTok offered something incredibly unique – a creative space that isn’t limited to a single generation.
You might think TikTok is just there to have us dancing around our living rooms, but there is far more to it than first meets the eye, and they’ve recently expanded their homepage to include a ‘TikTok Learn’ feed for educational videos.
With over 73 million users of the platform in 2021, it’s an excellent opportunity for businesses to market themselves in perhaps a little different way!
Rather than stabbing in the dark, analytics once again come in handy to track metrics and guide your marketing strategy – these are available in a TikTok Pro account which can easily be accessed through the ‘Manage Account’ tab in settings.
So, which metrics should you be tracking, where can you find them, and how can you use them to maximize your strategy?
- What is a TikTok Pro account?
- How do I access analytics?
- Profile Overview
- Follower Data
- Content Insights
- Can I view competitor analytics?
What is a TikTok Pro account?
If you’re familiar with Instagram Creator Accounts – TikTok Pro accounts are basically the same thing.
It’s easy to switch to a pro account, simply go to your profile settings, tap ‘Manage My Account’, and then ‘Switch To Pro Account’.
You will then be prompted to select a featured category for your account, for example Public Figure, Personal Blog, Education, Media etc.
Finally you’ll need to confirm your account by entering your phone number and receiving a code via SMS.
How do I access my analytics?
Once your pro account has been set up, you’ll be able to see an ‘TikTok Analytics Dashboard’ option in your settings menu.
Please note this will only start recording analytics AFTER you’ve switched to a pro account and you’ll need to wait 7 days until it has enough data to display insights. The data will also become more accurate over time as you post more content.
There are 3 main categories that will appear on your dashboard – Profile Overview, Follower Data and Content Insights.
Tap on each option to dive deeper into the insights.
This option is more of a general, top line look at how well your profile is performing through your video views, profile views and follower count. Whilst it’s not overly in-depth, it does provide some advantages!
Video views are at the top of the overview tab, and show the total number of views your videos have had in the last 7 or 28 days (you can select which option to view).
Your results will be displayed on a daily basis.
This is the amount of times your profile has been viewed in the past 7 or 28 days, again separated day by day. This is helpful to see which content may be driving people to view your profile.
Follower count can also be viewed over a 7 or 28 day period. You can assume that if you gain a significant number of followers following a video post, that the video was engaging and performed well in the TikTok algorithm.
The profile overview can be used to interpret the conversion rate from those who viewed your videos, to users who viewed your profile, and then in turn the conversion rate for those who became followers.
This can then be used in a strategic way to plan a content strategy and keep tabs on your profile growth rate.
This is a top-line view of your audience demographics. You can see your follower count, gender split and top locations.
TikTok is highly scaled across multiple countries worldwide, so you can expect to see a fairly diverse selection!
This is where all the richest insights come to play.
This page reveals all of your video insights from the past 7 days, including which of them have been trending on the For You page.
Here you can dive into each individual post to see data for:
- Total Like Count
- Total Comments
- Total Shares
- Total Play Time
- Total Views
- Average Watch Time
- Traffic Source Type
- Audience Territories
This last one is particularly interesting to see which types of content resonate with different audience territories, and therefore if you’re targeting specific areas, you can double down on posts for those locations.
Can I view competitor analytics?
Whilst TikTok itself doesn’t let you gather any information about other accounts, we love a platform called Pentos, which publicly leverages data on third-party accounts and trending hashtag analytics.
On this platform you can see a range of data, including:
- Average engagement rate for the profile
- Total hearts
- Total number of videos posted
- Average likes
- Average comments
- Total number of accounts that the profile follows
Knowing the average engagement rate can be helpful if you’re looking to partner up with an influencer, or you’re looking for a general target from a similar brand to you.
Influencer Marketing Hub analysed 15,000 TikTok profiles of different follower counts and found the average engagement rates:
- 0-10K: 9.38%
- 10-100K: 8.43%
- 100-500: 7.23%
- 500K-1M: 4.88%
- 1-5M: 4.99%
- 5-10M: 3.35%
- 10M+: 3.07%
*Note that these values are much higher than Instagram engagement rates, meaning that TikTok can be a valuable opportunity for brands using influencer marketing as part of their strategy.
Another cool thing about Pentos is that it reveals insights about hashtag engagement and performance – this is a great tool to determine what’s worth your time, and what isn’t!
So in summary, TikTok can be a great platform to use depending on your marketing strategy.
It offers high levels of engagement if used correctly, which you can track using TikTok analytics in a pro account.
Using the analytics dashboard offers useful metrics to track how your profile is performing.
If you’re looking to take advantage of a TikTok platform and would like some help, feel free to have a chat with one of us!