If your business is on TikTok and you haven’t been monitoring your metrics, now’s the time to start. The app is fast becoming a brand discovery and shopping platform so it’s best to get ahead of the curve while you still can.
TikTok Insights is a must-have for all businesses to start. The feature makes measuring metrics a breeze. From organic posts to paid promotions, affiliated influencers, and shop metrics, you can measure them all.
The problem? Content on TikTok moves fast, mainly to feed and the algorithm. But that’s nothing to be worried about, and in fact, all the more reason to keep a closer eye on your performance to see what’s working and what isn’t.
To get you started, we’ve created a list of TikTok metrics to prioritise and instructions on how to track them. But first, let’s start with the basics.
What are TikTok metrics?
TikTok metrics are data points used to measure your videos’ performance and engagement. Tracking these metrics allows you to uncover more opportunities for video views and fine-tune your strategy to reach your target audience more effectively.
Below is a screenshot of a few important metrics to take note of. These metrics can easily be viewed on the app.
As you might have guessed, growing on TikTok doesn’t happen by accident. Tracking your performance is therefore needed to create higher engagement and, in turn, gain a better understanding of what your audience wants.
Important metrics to look out for
The insights from TikTok’s native analytics provide a good starting point and are an excellent source of valuable information. But deciding on the most important metrics to track will vary based on your goals. To get you started, here are some of the most important metrics to track, regardless of your industry.
Engagement rate
This metric measures views and interactions (likes, comments, replies, shares and saves).
Increasing your engagement rate and getting more views can create a snowball effect that results in greater reach.
Video views
This metric measures the number of times a video was watched. TikTok views are counted as soon as the video starts playing or automatically looped.
Learning which videos receive the most views can help you identify trending topics, songs, memes, and more to create high-ranking content.
Follower rate
This metric measures the rate at which your audience grows, and is based on the number of followers you have accumulated.
While followers aren’t the most important TikTok metric to look out for, they are a good sign that you are doing something right if you are attracting them at a fast rate.
Click through rate
This metric measures how many users tap on and engage with your ad versus total impressions.
Low click-through rates can indicate poor targeting or ad creatives. High click-through rates, on the other hand, can indicate that your ads are resonating with users.
Shares
This metric tracks how often your content is reposted or shared with other users.
Shares are a valuable TikTok metric because they spread awareness across the platform without you needing to do a thing.
Shares often result in more followers and eventually sales later down the road.
Audience demographics
These metrics indicate the age, location and gender of your viewers.
Your TikTok demographics (i.e. the users who view your videos) should reflect your intended target audience.
Trending hashtags
This metric measures how often popular hashtags are used on TikTok.
Using popular and relevant hashtags to attract new followers is a great strategy.
Brands can also use TikTok hashtags to increase visibility and reach a wider audience, which leads to increased brand exposure and recognition.
You can find trending hashtags by visiting TikTok’s Creative Centre to understand which topics are trending across the app.
Conclusion
Tracking TikTok metrics is still unexplored territory for many businesses. But there is much to learn from the data if you’re willing to take the time to dig in.
From building brand awareness to driving sales, having your pulse on key metrics can really make a difference.
Need help with tracking your TikTok metrics? Give us a shout and we’ll take care of it for you.
