If you’re reading this article, you already know how powerful TikTok can be for your brand, but to really get the most out of the platform, you can’t simply post videos and move on. Much like every other social platform, it’s essential to keep an eye on your analytics, and thankfully TikTok makes it super easy to do so, right in the app.
Tracking your data lets you know what's working and, perhaps more importantly, what isn’t. It’ll give you a better idea of your audience’s demographics and how to tailor content to your most engaged followers.
How can you access your TikTok analytics?
To get access to TikTok analytics, you first need to have a TikTok Pro account. If you don’t, it’s easy to switch over: just tap on Manage My Account in your settings, then tap Switch to Pro Account. It might take a couple of days for enough data to aggregate but that’s very normal.
Once you’ve got a Pro account, viewing your analytics is simple. Head to your profile, tap the menu icon in the top right, choose Creator tools and select Analytics. Done!
But what do your TikTok analytics mean?
When you first open the analytics tab, you’ll notice a lot of data. But don’t be overwhelmed! It’s all broken down into different categories, which we’ll go through here for some extra clarity. Up at the top, you’ll see four different tabs: Overview, Content, Followers, and LIVE.
Overview analytics
This gives you a snapshot of all the important data you’ll need to monitor your account. Note that you can view analytics for the last 7 days, 28 days, 60 days, or a custom length of time in the top right.
The overview tab is a great place to start. Get an idea of your video performance using likes, comments, and share metrics. You’ll also be shown your follower count, including how many followers you've gained or lost during this period.
Keep a close eye on your overview tab as this is where you’ll quickly be able to spot any glaring changes in your data! E.g. Profile views are a great measure of brand interest. They mean people are enjoying your content enough to click through after seeing you in their FYP.
Content analytics
Here’s where you can dig a little deeper into how your content is performing on the app. In the content tab, you’ll see details of your top performing videos within a set period of time (usually the last 7 days). When you tap on each video, you’ll see a breakdown of data including:
• Total views
• Total likes
• Comments
• Shares
• Average watch time
• Percentage of viewers who watched the entire video
• Traffic source type
• Audience territories
Note that the Content tab only provides analytics from the past 7 days, but can include videos posted months ago if they've been popular in the last week. It’s a good way to understand what kind of content has longevity and therefore which you can replicate for future videos.
Follower analytics
As you can probably guess, this tab is where you’ll learn about your followers. Here you’ll be able to access in-depth data including gender, location, and the times of day your followers are most active. You can also see a graph of your audience growth and growth rate, which you associate with the type of content you posted.
It’s a great place to help you ensure you’re reaching your target audience and that your content fits nicely within your intended niche. We recommend using the ‘follower activity’ tool to determine when activity is consistently high, and then posting regularly during those times.
LIVE analytics
The final tab provides information on any Live videos you’ve hosted in the last 7 or 28 days. The info here includes total views, new followers from your videos, total watch time, and the Diamonds (TikTok’s virtual currency) you’ve earned through live videos.
Ready to make the most of your TikTok campaigns?
If you want to learn more about all things TikTok, download our Ultimate Brand Guide to TikTok or check out the TRIBE blog for the latest news, features, new platform releases, and TikTok strategies.
But analytics aren’t very helpful if you’re not actively running TikTok campaigns. Luckily, TRIBE makes it easier than ever for brands to partner with talented content creators who already know and love your brand and can help you maximise your social impact.
