Are you utilizing TikTok? Questioning how you can measure the outcomes of your TikTok advertising efforts?
On this article, you’ll be taught extra about TikTok analytics.
#1: Change to a TikTok Professional Account to Entry TikTok Analytics
TikTok just lately launched a local analytics software for Professional accounts, that are just like Instagram Creator accounts. TikTok’s analytics dashboard reveals insights about your total viewers and the efficiency of printed content material.
Switching to a Professional account is simple. Begin by going to your profile settings and tapping the Handle My Account choice. On the subsequent display screen, faucet Change to Professional Account.
Subsequent, you’re prompted to pick a featured class to your account. The classes embrace Public Determine, Private Weblog, Schooling, Media, Leisure, and extra.
The final step is to enter a cellphone quantity to your account after which enter the code you obtain through SMS.
When you’ve arrange your Professional account, navigate again to the Settings menu and also you’ll now see an Analytics choice. Faucet this selection to open your TikTok analytics dashboard.
TikTok analytics will begin recording information after you turn to a Professional account; the dashboard gained’t show any historic information. You’ll want to attend as much as 7 days to your account to generate sufficient information to start out displaying insights. Throughout this era, I like to recommend publishing as a lot TikTok content material as attainable so you may get deeper insights.
As soon as the analytics information begins populating, you may dive into your account insights. As with all analytics, this information will grow to be extra correct over time as you publish extra content material.
There are three major classes that TikTok shows inside your account dashboard:
- Profile overview
- Content material insights
- Follower insights
Faucet the tabs on the prime of the Analytics display screen to dive deeper into every class and uncover new insights.
#2: TikTok Analytics Profile Overview
The profile Overview tab is beneficial for figuring out how effectively your TikTok profile is performing total. This information contains your whole video views, profile views, and follower rely.
The highest of the Overview tab exhibits whole Video Views, which is the entire variety of occasions your TikTok movies have been seen previously 7 or 28 days. This information is damaged down by day.
The Profile Views metric is what number of occasions your TikTok profile was seen over the previous 7 or 28 days. As a result of this info is separated out by day, you may see what content material is driving customers to go to your profile.
The Followers graph exhibits your whole follower rely over a 7- or 28-day interval.
Follower insights help you affiliate any standard TikTok movies with total account followers. By wanting on the days you publish content material and aligning that content material to follower progress, you may gauge whether or not your content material was participating sufficient to drive customers to comply with your model.
Professional Tip: You need to use the profile Overview information to interpret a funnel of customers, beginning with individuals who start consuming your content material by to those that grow to be engaged followers.
This lets you estimate your conversion price out of your whole video views by to customers who go to your profile, after which the conversion price of those that really adopted your profile.
This evaluation will assist you put together an efficient content material technique. When you will have a transparent understanding of your content material conversion price, you can begin planning a posting schedule and extra precisely decide your account progress price.
So whereas the information introduced on the Overview tab isn’t probably the most superior evaluation, you should utilize it in strategic methods.
#3: TikTok Analytics Followers Knowledge
The Followers tab in TikTok analytics exhibits a top-line view of your viewers demographics. You’ll be able to see a gender cut up and a share breakdown of your viewers by location.
As a result of TikTok has scaled throughout a number of nations, you may count on to see a various breakdown of territories.
#4: TikTok Analytics Content material Knowledge
The Content material tab in TikTok analytics gives the richest insights. In a top-level view, you may see the entire views of every video put up from the previous 7 days, displayed so as from latest to oldest.
It additionally reveals which of your movies have been trending on the For You web page inside this era, in addition to the entire variety of views these movies have accrued all through the method.
My favourite function of the Content material analytics is the power to dive into every put up and uncover richer insights. To view the analytics for a person put up, merely faucet on the put up thumbnail to open its distinctive dashboard. The analytics for every put up present:
- Whole like rely of put up
- Whole variety of feedback
- Whole shares
- Whole play time of the video
- Whole video views
- Common watch time
- Site visitors supply varieties
- Viewers territories
The Viewers Territories information helps you establish whether or not a specific piece of content material resonates with completely different viewers demographics.
By reviewing the territory engagement for particular person posts, you may examine this information to your total viewers territories revealed on the Followers tab. Then see if completely different types of content material resonate with new audiences from completely different areas. In the event you discover explicit posts carry out higher in sure areas, you may double down on creating comparable content material.
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#5: Analyze Different TikTok Accounts With Pentos
Though TikTok’s native analytics software is beneficial for gathering information to your personal profile, it doesn’t offer you insights in regards to the efficiency of profiles you don’t personal. If you wish to reveal insights about your rivals, or influencers you might wish to associate with, TikTok is unable to share any helpful information.
With no public TikTok API, present influencer platforms presently lack the power to show precious information about public accounts. I used to be decided to uncover an answer for sourcing TikTok influencers, and I just lately discovered a platform known as Pentos, which leverages publicly out there profile information to show insights on TikTok accounts.
As of this writing, Pentos is the one analytics answer I’ve discovered that measures information from third-party TikTok accounts. It means that you can analyze the efficiency of different accounts, in addition to get insights on trending hashtag challenges.
Signing up for a free Pentos account enables you to monitor as much as three accounts. For added performance and hashtag analytics, you’ll have to improve to one of many paid tiers, which begin at round $20/month.
In contrast to TikTok’s native analytics software, Pentos will start displaying historic profile information instantly while you begin monitoring an account.
To start utilizing this software, signal into your account and kind within the deal with of the person profile you’d like to trace.
You’ll then see a dashboard displaying the information for that TikTok account. This information contains:
- Common engagement price for the profile
- Whole hearts
- Whole variety of movies posted
- Common likes
- Common feedback
- Whole variety of accounts the profile follows
Under these preliminary insights, Pentos shows a graph to point how this information is traditionally attributed.
You’ll discover that in contrast to TikTok’s native analytics, Pentos calculates a mean engagement price for profiles. In the event you’re occupied with partnering with an influencer, this is a crucial metric to your analysis.
Primarily based on an evaluation of 15,000 TikTok profiles, Influencer Advertising and marketing Hub discovered the next common engagement charges based mostly on account measurement:
- 0–10Ok: 9.38%
- 10Ok–100Ok: 8.43%
- 100Ok–500Ok: 7.23%
- 500Ok–1M: 4.88%
- 1M–5M: 4.99%
- 5M–10M: 3.35%
- 10M : 3.07%
You’ll discover that these common engagement charges are a lot larger than what you’d see on Instagram. TikTok presents a precious alternative for manufacturers presently working with influencers throughout their digital advertising technique.
Past profile analytics, Pentos additionally reveals insights about hashtag challenges. This can be a highly effective software for manufacturers seeking to stay agile and create content material for extremely engaged subjects. By figuring out the efficiency of trending hashtags, you may shortly decide whether or not it’s price your time to create content material for related challenges.
The hashtag problem dashboard will uncover precious insights, together with:
- Common hashtag engagement price
- Whole views of hashtag content material
- Whole variety of posts
- Common likes
Let’s say you’re an eCommerce model that sells customized cellphone equipment and also you discover the hashtag problem #newphone is trending throughout TikTok’s Uncover web page.
As a result of TikTok hashtag challenges might be well timed and based mostly on present traits, it’s necessary so that you can shortly publish content material earlier than the hashtag turns into saturated or out of date. By utilizing the hashtag insights software, you may establish what number of whole posts the hashtag presently hosts, in addition to its common engagement price.
As you may see within the evaluation under, #newphone has a mean engagement price of 0.21%. As a comparability, I’ve discovered hashtag challenges to have a mean of 0.15%–0.3% engagement price total. This data-driven method will assist you develop a extra strategic path to your TikTok content material.
To create a hashtag dashboard in Pentos, comply with an analogous setup course of as for the profile analytics. Merely enter the hashtag you’d wish to comply with. As soon as validated, the dashboard will populate with up-to-date information about that hashtag.
The Pentos hashtag analytics software may also assist you measure the efficiency of a branded hashtag problem you create.
As an rising platform, TikTok represents a singular alternative for manufacturers seeking to drive extra engagement with youthful audiences. In response to Sensor Tower, TikTok acquired extra downloads than Instagram within the first half of 2019. Over the previous 5 consecutive quarters, TikTok has additionally topped the iOS App Retailer for total downloads.
Though the platform hosts a big person base, one motive manufacturers have been reluctant so as to add TikTok to their advertising was the shortage of analytics. With no in-app analytics software, it was tough for manufacturers to attribute platform outcomes from the sources they had been allocating. It additionally meant that manufacturers partnering with influencers weren’t in a position to measure the effectiveness of those collaborations.
Now with the introduction of TikTok’s native analytics, mixed with Pentos’s third-party software, you may attribute the efficiency of your content material throughout the platform.
In the event you’ve been curious to strive TikTok as a social channel, now is a superb time to get began. With analytics lastly accessible, you may simply monitor the outcomes from the platform and iterate your method accordingly.
In fact, earlier than leaping into the platform, make sure that TikTok is the proper match to your model. In case your target market doesn’t embrace the common person of the platform, it may not be price allocating the sources to experiment. Past driving simply engagement, it’s necessary to find out if the platform will assist you purchase customers and drive conversions.
What do you suppose? Will you arrange a TikTok Professional account for your online business? What analytics will likely be most related to you? Share your ideas within the feedback under.