While the inner workings of the TikTok algorithm remain a mystery, the metrics you use to evaluate the success of your videos need not.
Tracking and analysing the right TikTok metrics — beyond follower count, likes, and comments — is the first step towards gaining useful insight into your brand’s performance and success on TikTok.
An Analysis of Engagement Based on Each Follower
If you’ve read any of our benchmarking reports, you know that we primarily use engagement rate per follower as a metric.
The average number of likes, hearts, and comments received by a video on TikTok divided by the number of followers. So why is this important for marketers to monitor on TikTok?
Taking the overall number of interactions at face value can be tempting when comparing your metrics to those of the competition. In order to get a clear picture of how well your content is doing, you need to know how engaged your audience is relative to the total number of people who have encountered it. Let’s check out some videos from popular cosmetics companies to see how this TikTok metric works in practise.
There isn’t much nuance to the metric known as “Total Engagement,” which simply measures the sum of all user actions within a video. Likes, comments, and shares are all examples of interactions.
If you want to know how popular your videos are with viewers, look no further than the number of comments and shares receive.
A video with many comments or shares may have struck a chord with its viewers, inspiring them to express their appreciation for the work. This enthusiasm could be the result of the viewers being entertained, inspired, or educated.
If people are liking your videos but not commenting or sharing them, you may want to consider how you can spark more participation from your audience.
Videos with Hashtags
Number of hashtags used on average per video.
It seems like brands’ use of hashtags on TikTok is more deliberate than on other social media sites. Our benchmark report indicates that the average number of hashtags used in a given video is four.
Use a variety of niche tags to target a specific audience and popular topics to boost discoverability if you’re limited to a small number of hashtags.
You can use hashtags as a way to organise your content and find it later. To get your content on the FYP and further, you should use trending hashtags. To further emphasise the discoverability aspect, users can search for a specific hashtag and view all of the videos that have used that hashtag.
The average monthly growth rate during the specified time period constitutes this metric.
Increase in Monthly Followers
In addition to monitoring your total number of followers, tracking your monthly follower growth rate can provide insight into whether or not your posts are consistently being seen and appreciated by their intended audiences.
Movies that Mention
The percentage of a brand’s videos on TikTok that feature a mention of another account is an interesting metric.
According to our analysis of benchmark data, brands link to another account 14.5% of the time. However, if you mention another account in your video, you can expose your content to the audience of that other brand.
It’s a great way to interact with your audience and draw them closer to you.
Weekly Video Recaps
This indicator stands for the typical weekly output of video content by a given company.
In comparison to other social media sites, our data shows that brands post less frequently on TikTok, on average only every 1.8 days. Brands that produce and distribute videos at least five times per week are among the most active in the industry.
Views per follower, or the average number of views per follower on a per-video basis, is another metric that marketers on TikTok should keep an eye on.
The FYP algorithm used by TikTok ensures that your videos are seen by many people who aren’t already following you. In contrast to other platforms, which prioritise displaying your content to your existing followers, TikTok shows your videos to people it believes will be interested in them. With this capability comes the need to track the engagement of both your followers and non-followers to gauge the success of your posts. The Views per Follower metric is useful for determining what percentage of your total views come from your actual followers. TikTok analytics can guide your strategy by revealing what’s working, who’s watching your videos, and the scope of your brand’s reach when viewed in the context of engagement and the competitive landscape.
Here are eight TikTok metrics social media marketers need to know and how to measure them in order to fine-tune their strategy and increase the likelihood of their brand appearing on the FYP.
Most Important Metrics for Marketing on TikTok
TikTok provides a wide variety of metrics, but these are the most important to monitor if you want to learn about and enhance your brand’s engagement.
Percentage of Viewers Engaged
The engagement rate per view is the typical number of interactions with a given piece of content.
Counting the number of times your content has been viewed can tell you a lot about how well received it is among your followers and those who stumble upon it via the For You Page on a platform like Instagram.
Finally, we have reached the conclusion.
There are no signs that the rapid growth of TikTok’s role in the social media landscape will slow down. Marketers will need to find ways to hone their approach and track results as TikTok attracts more users and companies.
Measuring and tracking the right KPIs, such as engagement, views, growth rate, and posting frequency, on the most downloaded social media app can help guide your actions and keep you ahead of the competition.