TikTok has become a global phenomenon. But if you're a marketer, you're probably less interested in viral dances and more interested in data. This is where TikTok analytics comes into play, offering valuable insights to help you understand your audience and boost campaign performance.
It’s essential to understand how to effectively use TikTok analytics to refine your content strategy and create a successful approach to TikTok social marketing.
Understanding TikTok analytics
TikTok is projected to reach 2.25 billion monthly active users by 2027. But numbers like that are only valuable if you can connect with those users. TikTok analytics provides valuable information about your audience demographics and how you can capitalize on that rapidly increasing user base. It also offers data about your content performance, trending sounds, and overall engagement.
Key metrics in TikTok analytics
Understanding each section of your TikTok analytics dashboard will help you extract maximum value from your data. Brush up on each section below.
Overview: The Overview section serves as your command center, providing quick insights into your account's performance. Here, you'll find total video views, profile visits, and engagement metrics like comments, likes, and shares. This section also displays your current follower count and growth trends, helping you spot patterns in audience growth. Most importantly, you can compare key metrics over 7- and 28-day periods to track your progress.
Content: The Content section goes deeper into individual video performance. Each post's metrics reveal average watch time, total play time, and traffic source types – helping you understand not just how many people watch your videos, but how they find them and how long they watch them for. From there, you can analyze audience retention to identify exactly where viewers drop off, adjust your content accordingly, and track which sounds and hashtags drive the most engagement. Geographic insights also show where your views come from, so you can tailor content to your most engaged regions.
Followers: Follower analytics provide insights into your audience's behavior and preferences. Beyond basic demographic data like age, gender, and location, you'll see information like when your followers are most active on TikTok. This section reveals their content preferences and common interests based on other accounts they follow. Using the data in this section, you can track follower activity by day and hour to optimize posting times and understand territory insights and language preferences to better connect with your audience. Focus on the metrics that align with your specific goals – whether that's brand awareness, engagement, or community building – to make the most of these insights.
Pro tip: TikTok only stores your analytics data for 60 days, so export important metrics regularly to track long-term trends.
Using TikTok analytics to improve your social media strategy
Here's how you can use TikTok analytics to boost your performance:
Identify peak performance times: Analyze your followers' activity to spot when they are most active. Look for spikes in your engagement rates, and use this data to schedule your TikTok posts and deliver engaging videos when most of your audience is online. Knowing when your audience is active enables you to leverage peak performance times and tailor your TikTok marketing strategy to match.
Refine content based on audience preferences: Analyze your current audience’s preferences by evaluating their age, demographics, and the content they engage with most. Use this data as feedback to inform and adjust your content types, sounds, video lengths, and engagement methods. Focus on content similar to videos that have performed best with your audience. Use the engagement data to refine your content and optimize your posts to boost analytics and continue maximizing your audience insights.
Optimize content for what’s trending: TikTok analytics data can help you understand content performance, particularly when it comes to trends. It enables you to focus your creative energy on making high-impact content based on what is currently resonating most with your largest audience group or target demographic. When it comes to trends, using analytics tools to understand your TikTok metrics can improve your performance while seizing rapidly evolving trends to stay relevant. Use TikTok analytics to analyze content formats like duets, live videos, stitched videos, or original videos, as well as music and sound choices, to see which ones are performing best.
TikTok analytics and hashtags
TikTok's algorithm still favors engaging and helpful content that attracts audiences organically through content optimization and hashtag usage. TikTok analytics can help you optimize your hashtag strategies. Test different sets of hashtags based on relevance, search volumes, or competitive metrics for trending keywords. Consider using a social media management tool to organize your content calendar.
Hashtags are a valuable digital marketing tactic for organic reach. Whether used in site content for SEO or on TikTok to capitalize on trends, hashtags help improve content visibility. Not sure where to begin? Researching and understanding hashtag metrics from other content creators is a great starting point for deciding on relevant hashtags to use in your videos.
Also, keep track of trending hashtags. You can find trending hashtags in TikTok's creative center.
Elevate TikTok Analytics with unified social media insights
While TikTok’s native analytics offer valuable data, integrating a comprehensive third-party analytics tool can revolutionize your TikTok strategy. Unified platforms like Emplifi provide a bird’s eye view of your social media performance across multiple channels, including TikTok. By centralizing your TikTok analytics alongside other platform metrics, you can:
Compare TikTok engagement rates with engagement rates on other social networks
Identify cross-platform content trends that resonate with your audience
Streamline reporting and save time on data analysis
Make data-driven decisions to optimize your TikTok content strategy
This integrated approach to TikTok analytics not only enhances your understanding of platform-specific metrics but also enables you to create cohesive, high-performing social media campaigns that drive results across all channels.
Transform your TikTok analytics insights into action
TikTok analytics offers invaluable insights to improve your brand’s TikTok presence. The granular information will help you identify areas for improvement and enhance your videos for higher engagement. Keeping an eye on your analytics will benefit you whether you're a seasoned social media marketer or just starting out with content creation.
Building a large follower base requires patience and a strong TikTok analytics strategy. Incorporating analytics data into your marketing campaign metrics across different content engagement styles, formats, and original videos keeps viewers interested. Using creative and engaging audio also contributes to stronger campaign performance.
Leverage TikTok's various tools and conduct experiments with different marketing content plans. Make the most of your strategy by basing it on relevant content, current data on average performance, and audience insights. Refine your TikTok marketing strategies with the insights derived through TikTok analytics and track important analytics metrics to understand your content’s performance and how your audience is responding.
If you run a TikTok shop or other business on the platform, you can use the business suite and access TikTok analytics data within your business account to help you understand the full picture so that you can build a stronger, more engaged TikTok community for your brand.
Ready to take your social media analytics to the next level? Learn how Emplifi's social media management platform can help you track and optimize your performance across all platforms.
