Subscribe to Our Newsletter

Subscribe to Email Updates

Recent Posts

Marketing on TikTok: Measuring Your Success

If you're still trying to make the best of your TikTok marketing efforts, we applaud you. After all, TikTok has taken off with the GenZers and we don't see that going away anytime soon.

However, maybe you're still trying to figure out how you can measure the results of your TikTok success against your competitors, or see how your own ads and organic efforts are performing. If so, we're really glad you're reading. Because today, we're going to dive into the nitty-gritty of measuring your success through TikTok analytics.

Ready to get started? Let's go!

Get a TikTok Pro Account ASAP

With a pro TikTok account, which has only been recently launched, you can use the native analytics tool, which is very similar to the Creator Instagram accounts.

Using a Pro account means you'll be able to view audience insights, analytics and performance from an organized dashboard.

You don't need a new account to utilize the pro features. You can switch to a pro account by going to your profile settings and clicking on "manage my account" and then selecting "switch to pro account".


Image Credit: Social Media Examiner

The next step is to choose the correct category for your brand and business. The options include: Public Figure, Personal Blog, Medical, Sports, Education, Media, Entertainment, Medical, Music, Art and Fashion.

You will need to enter a phone number and authenticate it with a code.

After setting up your Pro account, the button to the analytics dashboard will be on your home screen. KEEP IN MIND: You won't have recorded data from before you swapped over to a pro account. It'll take about seven days for it to have any sort of real data to show you, so after swapping over it becomes something of a waiting game.

However, while you're waiting you have a perfect opportunity to optimize your profile and check out your audience insights. The three main insights that TikTok will end up showing you include a simple profile overview, content insights and follower insights. Keep in mind: The more time that passes and the more content you upload, (over time) the more accurate your insights are going to be, much like your analytics.

Your Profile Analytics Overview

Are you wanting to know how your TikTok profile is performing overall? Your profile "overview" tab is perfect for this job. There are three metrics on this page that matter. 1) Video Views, 2) Profile Views and 3) Follower Counts.

At the top of the overview tab, you'll get a glimpse of what your video views have looked like over the last 7-28 days, depending on what date stamp you have selected.

As you are probably assuming, profile views means how many people have clicked over to your profile in the last week to 28 days. This information is broken up by day, which means you'll be able to pinpoint exactly the content that is driving profile viewers.

Just like the others, your follower metric is displayed in 7-28 day increments. You can also pinpoint exactly what content might be pushing more followers in your direction by aligning follower spikes with video and profile views. This also allows you to get a better idea of what your audience wants from you.

Creating Content Based on Metrics

They saw a video>They clicked on your profile>They Followed you. It's an inbound process like any other and one you can take advantage of. Which content makes them click on your profile? What makes them stick around for a little while? What will make them click the "follow" button so they can come back and enjoy more later? And perhaps more importantly, which part of the process is the most ill-performing?

This is all information that you, as a marketer, can use to grow your following and your engagement. You'll be able to better create content for each stage of your followers journey to make sure they follow through and click that "follow" button.


Using Your TikTok Followers and Content Data

The followers tab in your dashboard is super powerful. Why? Because it gives you a breakdown on gender, age and location, allowing you to better target your content to the right audience.

You can get some pretty sweet data from your content analytics tool, as well. You'll be able to see what's successful and what you can do to scale that success based on what's already working.

Take Advantage of Insights From Competitors

Yes, TikTok doesn't yet offer a way to spy on your competitors account data, but there's a way you can analyze other TikTok accounts with a tool called Pentos.

You'll be able to easily monitor trending hashtag challenges for insights, measure and analyze the performance of competitors accounts, and otherwise improve your strategy through watching the successes and failures of your competitors.

TikTok is Still a Growing Platform

TikTok is giving brands like yours an opportunity to reach a younger audience in a way that hasn't been possible before. In the first half of 2019, TikTok reportedly got more app downloads than Instagram and has kept its spot for most downloaded app in the App store for the last several quarters.

One of the biggest reasons businesses have not been quicker to jump into the TikTok party has been not having a way to accurately measure their success on the platform. This meant that they could not be sure of the money they were putting into their efforts, including paid advertising, influencer marketing, and more.

Specifically where influencer marketing was concerned brands needed to have a way to know whether or not their collaborations were worth the investment and effort.

With the introduction of an in-app analytics tool, brands can now monitor their success across the platform and create better, targeted content based on what their audience is viewing and wants to see or reshare.

Don't Jump On The Platform Just Because Its "Big"

Though TikTok is quickly becoming one of the most popular platforms, that doesn't necessarily mean its a good overall fit for your brand.

Do your research. If it is something that will work for you, I heartily recommend making it happen and to make sure you're measuring your efforts where you can. You'll be better able to turn out the kind of content your viewers follow you for and will follow you to see. And remember: driving engagement isn't the main reason to be on the platform. Above all you want to be getting conversions and building a loyal following.

If you have any insight into the best ways to go about measuring your success on TikTok, we want to hear it!

Was this blog helpful for you? Drop us a note and let us know!

Keith Kakadia

I am a native of New Orleans, LA with a passion for social media marketing, entrepreneurship, and making new connections. I enjoy the opportunity to work with amazing individuals and brands everyday.

Your Comments :


see all

From Facebook