With TikTok becoming one of the leading marketing platforms, understanding how to use TikTok Analytics will not only help you stay ahead of your competitors but will also provide long-term benefits in growing your brand. Whether you are an individual content creator or a large enterprise, TikTok Analytics is the key to understanding your audience and developing a relevant and effective outreach strategy.
What is TikTok Analytics?
TikTok Analytics is a set of tools and data analyzed, aggregated, and provided by TikTok.
TikTok Analytics is especially useful for content creators and businesses (brands) to gain deeper insights into the performance of content on this platform and thereby come up with optimization strategies based on real data.
TikTok Analytics not only provides an overview of content performance but also opens up important insights into customer behavior. Through it, users can measure, evaluate, and adjust strategies for maximum effectiveness. Here are the important information that TikTok Analytics provides:
- Profile performance: Comprehensive tracking of profile views, follower growth, and overall engagement metrics, helping to evaluate the channel’s appeal.
- Content performance: Provides detailed data for each video, including views, likes, comments, shares, and specific engagement metrics.
- Traffic source: Analyze traffic sources, such as: For You pages, hashtags, click-through links, or tagged content.
- Audience insight: Provides details on the demographic characteristics of the target audience, including age, gender, and geographic location. This is an important basis for shaping the content strategy.
- Trending videos: Displays a list of the best-performing videos on the channel in a specific period of time. This tool helps creators quickly grasp trends to produce appropriate content.
How to access TikTok Analytics
Tiktok allows you to access Tiktok Analytics from both your phone and computer.
Access TikTok Analytics on your phone
- Step 1: Go to TikTok and select Profile in the bottom right corner
- Step 2: Click on the 3-bar icon in the top right corner
- Step 3: Select “Author Tools” ⮕ “Analytics”.
On the computer
Go to Tiktok Analytics. If you are already logged in to your channel, the page will redirect you to your channel’s Analytics profile. If not, you will need to log in, then hover over your profile picture and select “Business Suite”.
4 Basic Information You Need to Know on TikTok Analytics
TikTok Analytics provides a lot of metrics to help you know the number of followers, videos, interactions, etc. But it doesn’t stop there. The TikTok Analytics tool allows you to gain deeper insights into user behavior as well as allows you to measure weekly and monthly growth, video performance by playtime, etc.
You will see a different Tiktok Analytic interface depending on whether you own a Creator or Business account and whether you log into your TikTok account on mobile or desktop. However, the information is the same. The analytics section will include: Overview, Content, Followers, and LIVE.
Overview
With TikTok Analytics, you can easily track your account’s overall performance metrics over periods like 7 days, 28 days, or 60 days, or customize as needed.
- Video Views: TikTok Analytics shows the total number of video views over the selected periods. Based on this data, you can analyze the effectiveness of your content and viewer behavior. This helps identify potential audiences and build a more suitable content strategy to grow your channel.
- Profile Views: This is a metric that shows the number of times your personal page was visited within a specific period of time (7 or 28 days). This section also includes metrics such as likes, comments, and shares, helping you identify the topics or types of content that are most attractive to viewers, thereby increasing the engagement rate.
Evaluate content performance with the “Content” section
The “Content” section provides detailed insight into the performance of each video posted on your TikTok channel, including:
- Video Posts: This tool displays the 9 most recent videos you have posted in chronological order, from newest to oldest. Here, you can evaluate the posting frequency and effectiveness of each video. If the results are not as expected, you should consider adjusting the number of posts and the time of posting videos to optimize the ability to reach the target audience.
- Trending Videos: TikTok Analytics also provides a list of up to 9 videos with the highest growth rate in views within the last 7 days. Based on these videos, you can identify success factors, and apply the latest Tiktok algorithms to the next videos. This is an opportunity to improve the quality of content and increase the appeal to viewers.
At the same time, in this section, TikTok Analytics also provides a detailed analysis of each video. To access analytical information for each video, you just need to: Select the video you want to view analytics for ⮕ Tap the three dots icon ⮕ Select Analytics.
Metrics include:
Video Performance
- Total Play Time: The total watch time of all users who watched your video.
- Average Watch Time: This is the average time people spend watching your video. A higher watch time means your video is engaging, interesting, and effective at keeping attention. You can compare this to the average length of your entire video to understand whether you need a longer or shorter video.
- Video Complete Views: The number of times a video was watched from start to finish, reflecting whether the content was engaging enough.
- New Followers: The number of new followers from the video, helps you evaluate the engagement of the content.
- Traffic Sources: Determine how many views came from sources like your For You Page, personal page, direct messages, hashtags, or the sounds you use.
Viewers
- Total Viewers: Number of accounts that have viewed the video.
- Gender: Percentage of male and female viewers
- Age: TikTok categorizes viewers into different age groups.
- Top Location: Statistics of geographic areas with the largest number of viewers.
Read more:
Use TikTok Analytics to Know About Your Followers
The Followers section in TikTok Analytics not only helps you know about your follower count but also provides insights to create an effective content strategy.
- Total Followers: Current total number of followers, with a graph illustrating growth trends over time.
- Net Followers: Net increase in followers, calculated as: Net Followers = New Followers – Unfollowers.
Followers insight
- Age: Divided into popular groups
- Gender: Graph of the percentage of your followers by gender.
- Top Countries: Top 5 countries with the most followers, supporting international content positioning.
- Follower Activity: Statistics on the time and day frames when your followers are most active, from which you determine the optimal time to post videos.
- Videos watched by followers: Shows which other KOLs, KOCs, or Influencers your followers are watching, suggesting collaboration opportunities or creative inspiration.
- Popular Sounds: Suggests sounds or songs that are popular with followers, this is one of the most effective ways to trend TikTok.
LIVE
If you have live-streamed in the past 7 to 28 days, you can see some metrics in the Live Analytics section as follows:
- Total Views: The number of people watching your LIVE.
- Total Time: The time you were live-streaming
- New Followers: The number of new followers you gained during your Livestream
- Top Viewers: The highest number of people watching your live video at a specific time.
- Unique Viewers: Viewers who watched your live video at least once (even if they replay, they only count once).
- Diamonds: Virtual gifts that users can send you – a great way to monetize your TikTok.
- Viewer Rank: This shows which viewers have shared the most gifts and watched the most of your live streams.
How to use TikTok Analytics to build and grow your TikTok channel
To use TikTok Analytics effectively, you need to focus on key factors like video performance, viewer behavior, and follower analysis. Here’s how you can get the most out of the data from this tool:
- Analyze video performance: Track views, average watch time, and traffic sources to understand what content resonates. For example, if a video has a high average watch time, you can figure out what stands out and replicate that in other videos.
- Understand your audience: Age, gender, and geographic data help you create content that resonates with your target audience’s interests and behaviors.
- Monitor follower activity: Find out when to post best based on your followers’ peak activity times and discover what content or audio they’re interested in to create more accessible content.
>>> You can use this information when setting up ads to target the right customers, SEO Tiktok Shop and thereby improving customer interaction, increasing efficiency, and minimizing TikTok advertising costs.
Through the above article, Ecomobi has provided the necessary information about Tiktok Analytics to help channel owners improve the performance of their Tiktok channel, help videos trend faster, and reach more users. Don’t forget to follow the Ecomobi Blog to quickly update all knowledge about Marketing!
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