TikTok® is this year’s hot app. While you may have only heard about TikTok® recently, it has been the most downloaded app in the iOS app store in 5 of the last 6 quarters. It’s not just popular with the kids either, dozens of brands are jumping on the short-form video app as well. The NFL recently announced a multi-year partnership with the platform and the NBA has gained over 5.5 million followers on their account since joining.
Whenever a new social platform like TikTok® or Snapchat makes its way into mainstream culture, brands and publishers have an immediate desire to integrate it into their marketing strategy. New apps offer new ways to engage hard-to-reach demographics that are not easily accessible by traditional advertising methods. The issue with making content on newer platforms such as TikTok® is that they typically don’t come packaged with an easy way to integrate into a publisher’s cross-platform measurement strategy. To add to the confusion, the definition of a view changes wildly between social platforms. Facebook counts a view at 3 seconds, YouTube counts it at 30 seconds, Twitter is 2 seconds, and TikTok®’s definition of a view is each time the video starts. Early analytics for these new social platforms are often simplistic at best, with the robust analytics video publishers expect coming years later. Snapchat for example, didn’t offer detailed in-app analytics for nearly 7 years. We’ve seen new platforms typically follow the following pattern in making analytics available:
Phase 1: Public metrics only, anyone can see everyone’s metrics
Phase 2: In-app analytics, deeper analytics available only to the profile owner
Phase 3: API made available for third party analytics providers
TikTok® is currently in Phase 2, having recently made its Analytics tab available to anyone who opts into a Pro Account. Pro Accounts require a linked phone number and that you categorize yourself within one of their predefined groups. Once you’ve updated your account to Pro, your account becomes public and you’re given access to a new Analytics tab in your settings.
Even with access to these additional analytics, knowing how to use them to improve your content or how to integrate them into your measurement strategy can be difficult, even for the savviest social media practitioners. For each TikTok® metric available today we’ve been working with publishers on real examples of how to use them to understand the value of this new platform and improve content.
The Main Profile mostly provides public metrics that everyone can view regardless of account type with a snapshot of the size and popularity of the account. Metrics include:
- Following – The number of people the account follows.
- Followers – The number of people following the account.
- Likes – The total number of likes the account has across all of their videos.
- Videos Posted – This number is available below your profile image and is the total number of videos you have posted to your account. This number is not visible publicly.
How to Use the Main Profile Tab
Calculate your average likes per video by dividing the total videos posted by your total number of likes.
Overview is the home page of the Analytics section, with account performance metrics for either the last 7 or last 28 days.
- Video Views – Video views graphically represented by day with the total video views.
- Followers – The total number of followers as well as the graphical representation of follower growth.
- Profile Views – The number of times your profile page was viewed, either by clicking on the username or profile image in any video.
How to Use the Overview Tab
Track the growth of your profile and the number of views per week or month for benchmarking purposes. Correlate days that drove the most followers with which videos were posted that day. Understand what drives spikes in profile views and the conversion from profile views to followers. Were you tagged by a popular account? Did one of your videos hit the For You page? Or did someone link to your profile from outside TikTok®?
Content showcases your videos including top trending videos for the past 7 days. Sections include:
- Video Posts – All the videos you have created in the last 7 days ordered from newest to oldest. Clicking on a video will take you into another page dedicated to that specific video.
- Trending Videos – This grid shows you your top 9 videos with the fastest growth in views over the past 7 days.
How to Use the Content Tab
One piece of information strangely absent from all TikTok® videos is the date posted. Because of this, it can be hard to determine which videos or how many videos you made in the last 7 days if you aren’t keeping track. The Content tab is helpful if you only want to look at recent videos. However, the TikTok® algorithm will continue to serve up videos in the For You page long after they’ve disappeared from your recent video posts. The Trending Videos section can be a good barometer for what videos have staying power and continue to drive views and follows for your profile.
This tab provides you basic metrics and demographic information for the people who follow you on TikTok®.
- Followers – The current followers you have as well as the number of followers you’ve gained in the past seven days.
- Gender – Percentage breakdown of male vs female followers on your account.
- Top Territories – The top 5 countries of your followers.
- Follower Activity – Times of day and days of the week when the account’s followers are most active on TikTok®.
- Videos Your Followers Watched – Videos that are currently popular among the account’s followers.
- Sounds Your Followers Listened To– Sounds that are currently popular among the account’s followers.
How to Use the Followers Tab
Gender and territory make is interesting, but it can be hard leverage this information if you aren’t thinking about it in the right way. The Followers screen is a goldmine for any influencer or brand looking to sell branded content on their profile. While TikTok® doesn’t currently provide a breakdown by age, even gender breakdown of your followers can be the difference between winning or losing a branded content deal for a savvy marketer.
A pro account on TikTok® allows you to dive into metrics for each video post. The post analytics tab can be reached from the Content tab in Analytics or from the any individual video. This screen provides the most granular metrics in the app and is the best place to determine what content is and isn’t working. The metrics on this page include:
- Likes, Comments, Shares – Key engagement metrics are listed at the top under their respective icons.
- Total Play Time – Total viewing time, down to the second, for each video.
- Total Views – The total amount of times that your video has been viewed.
- Average Watch Time – The average amount of time spent watching your video once TikTok® registers a view.
- Traffic Source Type – Percentage breakdown of where your video traffic comes from. Viewers can find a video through 6 traffic sources: For You, Following, Discover, Sound, Hashtag, and Personal Profile.
- Audience Territories – The number of unique viewers (reached audience) of your video and the distribution of viewers by territory.
How to Use the Analytics Page
The Analytics page provides the most value if you plan to incorporate TikTok® as part of a larger measurement strategy. Analyze and report on your TikTok® content, across the following tactics:
- Include total engagements (Likes + Comments + Shares), Total Play Time, and Total Views from TikTok® in any cross-platform reporting you do.
- Determine which videos keep your viewers engaged. Average watch time divided by the length of your video determines the average percentage watched to determine which of your videos kept viewers engaged the longest.
- Measure duplicate viewings. A high percentage of repeat viewers is a good measure for quality content. The Total Views compared to the Reached Audience determines the percentage of duplicate views. A high percentage of repeat viewers is a good measure for quality content.
On social media, the most benefit comes from combining strategies across multiple platforms. If you’re interested in learning more about TikTok® and how it can fit into your measurement strategy reach out to Conviva today.