Guide to Analyzing TikTok Video Performance Metrics

Guide to Analyzing TikTok Video Performance Metrics

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If you have already created a TikTok account and started posting your engaging videos, most probably the question that comes to your mind is it enough for a successful performance?

The answer is no! Without knowledge about your audience, your performance on TikTok is like driving with your eyes closed.

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One of your main tasks should be to use the TikTok built-in analytics in order to track the key metrics of your performance. It will help you to evaluate your video performance, learn more about your followers and, consequently, create a powerful marketing strategy.

Read ahead and in this article you will learn how to reach the TikTok analytics and what metrics you should pay attention to while analyzing the performance of your TikTok videos.

Let’s dive right into it!

TikTok Analytics: What they are and how to access them?

Before you will be able to view TikTok analytics, you need to switch to a Pro account. This account type is similar to Instagram Creator account.

In fact, switching to a Pro account is an easy task and takes only a few minutes. Just follow these steps:

Step 1. Go to your TikTok profile tab and tap the menu icon in the upper-right corner of your screen.

Step 2. Click on the Manage my account section.

Step 3. Hit Switch to Pro Account.

Step 4. Select a category for your account. Keep in mind that it will not be shown on your profile.

That’s it! You have set up a TikTok Pro account.

If you want to access the TikTok analytics, navigate back to the “Settings” menu and there you will see the Analytics option. Be aware that TikTok analytics start recording data only after you switch to a Pro account.

In this case, you need wait up to 7 days while your TikTok account will produce enough information to begin showing any insights.

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TikTok video performance metrics you should monitor

Key performance indicators (KPIs) are metrics that every marketer or influencer needs to track in order to evaluate efficiency of their overall performance and understand whether they are delivering the right content to the right audience or not.

Once you open the TikTok analytics dashboard, you will find three main categories, such as profile overview, content and followers insights.

Let’s review each category and see what metrics they contain.

1. TikTok analytics profile overview

The profile overview tab helps users to figure out how well their TikTok account is performing in general. This tab displays your video views, amount of followers and profile views.

  • Video views: Here you can see the total number of views your videos have received in the last 7 or 28 days. Video views bar chart shows data broken down by day and, consequently, you can understand what videos are more viewed.
  • Followers: Here you can see the total amount of followers you have gotten over the 7 or 28 day period. The follower growth graph is a useful thing! By taking the days when you have uploaded your videos and aligning them to a number of followers, you are able to identify whether your videos were engaging enough to encourage TikTok users to follow your account or not.
  • Profile views Here you can see how many users have visited your TikTok account in the past 7 or 28 days. By looking at profile views bar chart, you can also find out what your videos are inducing users to visit your profile in order to check for more content.

Although all these data is pretty basic, but it can be helpful in order to estimate your total video views to users who followed your TikTok account conversion rate.

2. TikTok analytics content data

This content data tab presents the analytics about the videos you have published more in-depth.

It includes the following sections:

  • Video Posts: Here you can see the total views of each your uploaded TikTok video in the last 7 days.
  • Trending Videos: Here you can see your top 9 videos with the fastest growth in views during the past 7 days.

If you didn’t post within 7 days, bear in mind that you will see an empty dashboard.

What makes this content tab really useful is that it provides users with an ability to view the detailed insights of each video post. In order to reach an individual post’s analytics, just click on the video thumbnail.

Once the page with individual post’s insights opens, you are able to review the amount of likes, comments, shares your video has gotten in order to get an idea of how your TikTok content resonates with an audience who have viewed it.

Besides, this analytics page shows you the valuable information, like your video total play time, total views and average watch time. The bigger the average watch time your videos have, the more compelling they are considered.

If you scroll down, you will see where your audience is finding your videos and where your video traffic is coming from by location.

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3. TikTok analytics followers data

The last tab in TikTok analytics displays all information about your TikTok followers, starting with the amount you have received or lost during the last week. Moreover, here you have an opportunity to see a gender distribution and a percentage breakdown of your audience by country.

Review your followers activity section that TikTok analytics provide you with and you will see at what time your followers are most active. In this case, you will be able to figure out when it is better to publish your videos in order to reach a bigger amount of your audience.

By scrolling down in the followers tab you may see the videos your followers watched and the sounds they listened to. This information can be as the ideas when it comes to making new TikTok videos that will encourage your audience to interact.  

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Wrapping everything up, TikTok analytics data provides you with great overlook on your performance and your audience’s content preferences.

Now as you have knowledge of TikTok analytics feature, promise yourself that you will review your TikTok insights periodically. Only by using TikTok analytics, you will ensure that you create the right video content for the right audience!

Do you have a TikTok Pro account? Do you monitor your video performance on TikTok analytics? What metrics seem the most valuable for you? Please share your opinion in the comments below!

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