TikTok analytics: Maximizing your marketing performance

Since its launch in 2016, TikTok has taken the digital world by storm.

With over 1.7 billion users, the platform has become a staple in the arsenal of any marketer who wants to connect with their audience in a unique and engaging way. However, TikTok success requires more than just creativity. Behind all the fun and interesting videos on the platform, there’s a complex algorithm which looks at relevance, engagement rates, and other factors to determine how every piece of content performs.

In this comprehensive guide, we delve deep into the world of TikTok analytics, the specific metrics which marketers should be looking at as well as how to make the most out of the available data. We’ll also introduce you to Vamp — your go-to platform for influencer marketing on TikTok, equipped with real-time data directly from creators’ TikTok accounts.

TikTok analytics – what are they and why are they important?

TikTok analytics refers to the set of metrics that provide insights into how your TikTok content is performing. These insights are essential for data-driven decision making which can help you keep track of your content performance as well as the overall effectiveness of your TikTok marketing strategies.

Below are some of the benefits you can expect from TikTok analytics.

• Informed decision-making – TikTok analytics empower marketers to make informed decisions based on real data. Think of it this way, one day you may create a video that has very little engagement, but the next you have a video that goes viral. Another video has an unusually high number of comments. If you track the right data, you can look at your content and see what’s unique about these videos that drives the different types of engagement. You can then incorporate them into future content. 
• Content optimization – with access to detailed metrics, you can easily identify which types of content resonate most with their audience. Not all buyers are the same and what resonates with your industry may not resonate with others. If you look at your own data you may find that humour does better than educational content, but reaction videos are by far the most popular, etc.
• Audience insights – knowing your audience is the most valuable insight you can glean through TikTok analytics. By looking at the demographics and behavior of the people who viewed, shared, and commented on your content you can understand their interests, lifestyle, and personal drivers. This can help you further tailor your content for maximum impact.
• ROI tracking – sometimes, marketing budgets can be stretched thin and marketers need to justify every penny spent. TikTok allows content creators to track the reach, engagement, and conversion rates of campaigns so they always know how effective their efforts are. This can help better allocate future budgets and double down on the activities that provide the best ROI.
• Competitive analysis – TikTok analytics enable you to benchmark your performance against competitors or industry standards. Understanding where you stand in relation to others can guide your strategy and help you stand out in the crowded TikTok landscape.

Now that we’ve established the importance of TikTok analytics, let’s dive deeper into the various metrics available and how to access them.

All the metrics available to you in TikTok analytics

TikTok provides a wealth of metrics across four primary categories: 

• Overview
• Content
• Followers 
• LIVE

These metrics offer a comprehensive view of your TikTok account’s performance and audience engagement.

Overview analytics

The Overview tab provides a summary of key metrics, including:

• Video views –  total number of times your videos were viewed within a specified period
• Profile views – number of times your profile was viewed, indicating brand interest
• Likes –  total number of likes your videos received
• Comments –  total number of comments on your videos
• Shares – number of times your videos were shared
• Followers – total count of TikTok users following your account
• Content –  number of videos you shared
• LIVE – number of live videos hosted

Content analytics

The Content tab focuses on video performance, offering insights like:

• Trending videos – your top nine videos with the fastest growth in viewership
• Total video views – the number of times a video has been viewed
• Total like count – the total number of likes on a post
• Total number of comments – the total number of comments on a post
• Total shares – the number of times a post has been shared
• Total play time – the cumulative time viewers spent watching your videos
• Average watch time – the average time viewers spent watching your videos
• Watched full video – the number of times a video was watched in full
• Reached audience – the total number of users who watched your video
• Video views by section– insights into where traffic for your post comes from
• Video views by region –  the top locations of viewers for your post

Follower analytics

The Follower tab provides insights into your audience, including:

• Gender distribution – the distribution of your followers by gender
• Top territories – the countries where your followers come from
• Follower activity – the times and days when your followers are most active on TikTok
• Videos your followers watched – popular content among your followers
• Sounds your followers listened to – top audio tracks your followers engaged with

LIVE analytics

The LIVE tab offers stats for your live videos in the last seven or 28 days, including:

• Total views – the total number of viewers during your live videos
• Total time – the time you spent hosting live videos
• New followers – the number of new followers gained during live videos
• Top viewer count – the highest number of viewers simultaneously
• Unique viewers – the number of users who viewed your live video
• Diamonds – virtual gifts earned during live videos, which can be converted into real money

Who has access to TikTok analytics?

TikTok analytics are accessible to anyone with a TikTok Business account. These accounts come with some advanced features like a Business Creative Hub which can help you build a comprehensive marketing strategy. That said, there are some differences between a business and personal TikTok account, so it’s always good to know what your ultimate goal is so that you can best leverage the platform.

How to turn on your TikTok analytics

If you haven’t already, here’s how to switch to a TikTok Business account:

1. Go to your profile page
2. Open the settings and privacy tab (the three lines in the top right corner)
3. Tap manage account
4. Under account control, choose switch to business account.
5. Once you’ve made this switch, you can add a business website and email to your profile, granting you access to TikTok’s invaluable analytics

How to see TikTok analytics

Viewing your TikTok analytics is straightforward, whether you’re on mobile or desktop:

TikTok analytics on mobile:

• Go to your profile
• Open the settings and privacy tab in the top right corner
• Under account choose the creator tools tab
• From there, select analytics

TikTok analytics on desktop:

• Login to TikTok
• Hover over your profile picture in the top right
• Select view analytics

Note that to download your analytics data, you must do it from the desktop dashboard.

How to read TikTok analytics – a guide to each section

To make the most of your TikTok analytics, you need to understand what these metrics mean. Below we break down the main sections and metrics in TikTok analytics.

What does ‘reached audience’ mean on TikTok?

Reached audience is a crucial metric that indicates the total number of users who watched your video i.e. your content’s reach. This metric helps you gauge the effectiveness of your content as you analyse the reach of different types of videos and tailor your content for growth. 

The bigger the number in your reached audience section, the more likely it is that your content is viewed by people outside of your followers. This can help expand your presence and grow your account.

TikTok follower analytics – how to access them 

Follower analytics offer valuable insights into your TikTok audience. Here’s how to access and interpret these metrics.

• Gender distribution – understanding the gender distribution of your followers can help tailor your content to their preferences. For example, if you have a predominantly female audience, you may create content that resonates more with female viewers.
• Top territories – knowing where your followers are located can inform your content localisation strategies. You can target specific regions or countries with content tailored to their interests and culture.
• Follower activity: – identifying when your followers are most active on TikTok enables you to post content at the right time for the widest reach.
• Videos your followers watched – analysing the content your followers engage with provides inspiration for your own content. It also helps identify potential collaboration opportunities with creators producing popular content in your niche.
• Sounds your followers listened to–  sounds are huge on TikTok and can be the inspiration behind viral video trends. Understanding the top sounds your followers engage with can guide your content creation so that it best resonates with your audience.

Equipped with these insights, you can be far more strategic and confident that your TikTok marketing strategies are going to give you the results you’re looking for.

How Vamp’s platform elevates your TikTok analytics experience

TikTok analytics are great for solo creators who want to be more strategic with their content. However, things can get tricky once you start collaborating with multiple influencers and want to keep everything in one place.

Whether that’s sourcing the right influencers and going through a lengthy approval process or reviewing the analytics of individual influencers, influencer marketing can quickly become difficult to manage. That’s why we created Vamp.

Vamp is an official partner of TikTok which means we can provide our clients with centralized, real-time data directly from the creators’ TikTok accounts. This seamless integration means you don’t have to switch between apps when reporting on your influencer marketing campaigns run through the Vamp platform.

With Vamp, you can:

• Source and brief creators simultaneously – our platform streamlines the influencer marketing process by allowing you to source and brief creators in one place, saving you time and effort
• Manage feedback and approvals efficiently – say goodbye to the hassle of coordinating feedback and approvals across emails, spreadsheets, and messaging apps. Vamp centralises all communication, making the collaboration process easy, and effortless
• Access live data from creators’ profiles –  as official partners of TikTok, Vamp pulls live data from creators’ TikTok accounts, providing you with real-time insights into your campaigns. This eliminates the need for manual data collection and spreadsheet management

Final thoughts…

TikTok analytics are an indispensable tool for anyone who wants to grow on the platform. Looking at metrics such as views, comments, and the demographic data of your audience can help you generate eye-catching content that’s impossible to resist. 

Vamp’s influencer marketing platform can further elevate your TikTok analytics through centralised dashboards and communication channels with your all collaborators. Don’t miss out on the incredible opportunities TikTok offers—reach out to our team at Vamp and take your TikTok marketing to the next level.