If your brand is new to TikTok, analytics can take some of the guesswork out of content strategy. Find out what kind of content your audience likes best.
How do you evaluate success on TikTok? There are many metrics to look at: follower count, likes, comments, shares. But TikTok analytics go deeper: they allow you to measure weekly and monthly growth, total video play time, information about who is watching, and more.
With over 1 billion active accounts, every TikTok user has the potential to reach an enormous audience—but not everyone does. That’s why checking your TikTok analytics (and understanding them) is so important. Track the right metrics, and you’ll be able to hone in on the tactics that really work (and tell hype from reality).
If your brand is new to TikTok, analytics can take some of the guesswork out of your TikTok marketing strategy. Insights available to TikTok Business accounts can inform everything from when you post to what you post.
Keep reading, (and watch our video!) to learn which TikTok metrics you should be tracking, where to find them, and how you can use them to your advantage.
Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.
Anyone can. Or rather, anyone who has a TikTok Business account. According to TikTok, these accounts offer “creative tools that empower businesses to think like marketers but act like creators.” Sneaky! And the price is right (it’s free).
On mobile:
On desktop:
If you plan to download your analytics data, you can only do this from the desktop dashboard.
If you’re a social media manager or business owner, TikTok is probably just one of the many social platforms you post content to. To see how your TikTok account is performing alongside all your other social channels, Hootsuite’s detailed reporting dashboard might be just the thing for you.
You’ll find performance stats, including:
The Analytics dashboard also includes valuable information about your TikTok audience, including:
You can use this information to schedule TikTok posts for the best time (a.k.a., when your audience is most likely to be online).
Schedule posts, analyze them, and respond to comments from one easy-to-use dashboard.
Try HootsuiteTiktok divides analytics into four categories: Overview, Content, Followers and LIVE. Let’s dive in.
@mypetfurend …and poof ☁️❄️ 📷UNKNOWN #dachshund #wienerdog #Miniaturedachshund
In the Overview tab, you can see analytics from the last week, month, or two months—or, you can choose a custom date range. Want to know how your account performed after you posted that super-timely All I Want for Christmas is You lip sync in 2020? This is the place to go.
This tab shows which of your videos have been the most popular within a selected date range. It also provides information about each post, including metrics like views, likes, comments and shares.
The Follower tab provides information about your followers, including a breakdown of gender as well as what part of the world they’re viewing from. You can also see when your followers are most active on the app.
If you’re looking for advice on how to gain more (real) followers, we’ve got your back.
This tab displays insights on live videos you have hosted within the last week or month (7 or 28 days). These analytics include follower count, how much time you’ve spent live, and how many Diamonds you’ve earned.
The Overview tab offers a summary of the following metrics:
From the Content tab, you can measure video performance.
Visit the Followers tab to learn about your audience. In addition to key audience demographic stats, you can also see your followers’ interests, making this section a good source for content inspiration.
If you’re looking to grow your audience (and see more action in the Followers tab), consider creating content with more universal appeal. Or consider influencer marketing and partner with a relevant creator to gain exposure with different communities. For example, a pet toy brand may wish to team up with a four-legged TikTok influencer like Crusoe the dachshund to reach his audience.
@crusoe_dachshund Anyone need any gardening help this wkd? #dogsoftiktok #gardening #dachshunds #fy #gardendog
The LIVE tab shows the following stats for your live videos in the last 7 or 28 days.
The number of times posts with a given hashtag have been watched.
To see how many views a hashtag has received, search for the hashtag in the Discover tab. An overview of the search results will appear in the Top tab. From there, you’ll be able to see the number of views, related hashtags, and some of the top videos that use the tag.
From your TikTok profile, you can see a grand total of the number of likes you’ve seen on all your content. This TikTok metric could be used for a rough estimate of average engagement.
There are different ways to calculate social media engagement rates, and TikTok is no different. These are the two primary formulas marketers use:
((Number of likes + Number of comments) / Number of Followers) * 100
or
((Number of likes + Number of comments + Number of shares) / Number of Followers) * 100
Since like and comment metrics are visible on the platform, you can easily see how your TikTok metrics compare with other accounts. Or scope out the engagement rates of influencers before teaming up with them. This is just one way you can make money on TikTok (and there’s three more strategies here).
For a back-of-the-envelope estimate of an accounts’ average engagement, try the following.
Keep in mind that most engagement rate formulas include comments in addition to likes, so you shouldn’t compare these results with those calculations. But since it’s time-consuming to count overall comment totals, this formula can be used as a quick way to compare accounts in-house.
Grow your TikTok presence alongside your other social channels using Hootsuite. From a single dashboard, you can schedule and publish posts for the best times, engage your audience, and measure performance. Try it free today.
Schedule posts, learn from analytics, and respond to comments all in one place.
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