How to Develop Your Content Strategy With TikTok Analytics
If you want to step up your TikTok game, you need to learn how to read your analytics. Learn everything you need to know about your TikTok analytics.
Posted last year
Written by
Mackenzie TaylorPosted last year
Since its launch in 2016, TikTok has gained significant traction. It has become a platform to not only share videos with fellow TikTokers but also to grow brands and build a loyal following. If you’re just getting started on TikTok, you might be curious about how to use the TikTok analytics feature to grow your audience. Flick is an all-in-one social media management platform to help you stay organized and grow your audience across the most popular social media platforms, including TikTok. So, you’re definitely in safe hands! With that in mind, let’s dive in!
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What is Tiktok Analytics?
TikTok analytics is the data derived from your TikTok channel. It includes metrics like views, likes, and comments. It also gives insights into your audience’s personas, such as gender, location, age, etc.
Analyzing this data can help brands, marketers, and content creators optimize their marketing strategies. With these metrics, you can discover the type of content that generates the best results, who your audience is, and the best time of day to post.
Different Categories in TikTok Analytics
There are four categories in TikTok analytics. These are:
Account Overview
Your account overview provides details of video views and profile views. The default time frame for these is seven days. However, this can be altered to reflect activity from the last 28 days or 60 days. Tailor the date range from the drop-down tab to help you identify viewing trends and growth.
Content Insights
With TikTok analytics, you can delve even further into your content’s performance. Here are the key metrics to analyze:
- Video Posts – Check the post frequency and how many views your nine latest videos have generated.
- Trending Videos – See which nine videos are performing the best with the quickest growth rate.
- Video Views by Section – Learn how viewers discovered your video.
- Video Views by Region – See from which regions your audience has watched your videos.
- Average Watch Time – A useful metric for learning how engaging your videos are.
- Total Playtime – The amount of time people have collectively watched your videos.
Follower Insights
Follower Insights are essential for understanding who your audience is. Insights include demographics that will help you tailor your content to your specific audience. With follower insights, you can ensure you create videos that your audience can relate to and appreciate.
For example, you might discover that 72% of your followers are female, the majority of whom are most active on a Sunday evening. Knowing these two factors will help you create content that is more likely to be enjoyed by your audience, and the optimum time to post for optimum engagement.
Insights include:
- Followers – Includes how your following has grown, when your followers are most active, and where your followers are from.
- Average Watch Time – How long people watch your videos before switching off.
- Gender – What gender your followers are.
- Top Territories – The top geographical locations of your followers.
- Sounds Your Followers Listened to – Check the trending TikTok sounds to discover what’s popular.
Live Overview
Live Overview gives you metrics from your live content. These include:
- Total Views
- Total Time
- New Followers
- Top Viewer Count
- Unique Viewers
- Diamonds
Diamonds are virtual gifts that TikTokers have sent to you. They can be traded for money and can be a nice way to earn additional income from your socials, especially if you have a highly engaged audience.
Why Tiktok Analytics is Important?
TikTok Analytics is essential for content creators and businesses to understand their audiences. This helps to develop relevant content that resonates with the right people. With the right understanding, you can create a content strategy that includes popular themes, topics, and content types.
As you gain more insights, you will be better equipped to increase audience engagement and consistently post videos that your audience wants to watch and comment on. As a business, you can identify the strategies that got the most engagement, for example, and tailor your strategy around similar themes.
How Do You Develop Content Strategy Using TikTok Analytics?
Now we’ve got the basics out of the way, we can move on to developing your content strategy using TikTok analytics:
Familiarise Yourself With the Platform
Your first step to using TikTok analytics is to familiarise yourself with the platform. It is quite different from other social media sites like Facebook and Instagram. Take some time to explore the different features and filters available to you.
Establish KPIs
TikTok KPIs are really handy for giving you something to measure performance against. There are many ways to set your key performance indicators based on the objectives you want to achieve with your content strategy.
Perhaps your aim is to increase your following, in which case your KPI might be “Follower Growth Rate”. Or, maybe you want more engagement in your videos, so you select “Comments per Post” and “Engagement Rate”.
Some more KPIs are:
- Cost per Result
- Value per Result
- Hashtag Performance
- Post Reach Percentage
- Referral Traffic
- Average Time Watched
Tracking these metrics over time will give you a strong indication of your channel’s success. It will help you tweak your campaign to reflect your goals. Of course, it would be great if you could optimize all of these simultaneously. However, if you’re just starting out, dedicate your time to two or three to ensure you’re not spreading your resources too thin.
You might find that this has a knock-on effect on your other metrics. For example, if you aim to increase your Referral Traffic, your Post Reach Percentage might naturally increase too. You want to be specific with your goals and your KPIs and have a definitive plan to get there.
Analyze Your Audience and Competitors
TikTok is saturated with content. To succeed on the platform, you need to stand out from the crowd. To do this, your first step is to check out your competitors and see what they’re doing. Analyze what’s working for them and what areas your own campaign can improve upon.
Here is a step-by-step method for analyzing your audience and competitors:
Identify Competitors
To identify your competitors, you can search for keywords and hashtags that are relevant to your brand or videos. Look through the profiles of the videos with the highest number of views. From there, you can create a list of the top performers in your niche.
Competitors can be either direct or indirect. Direct competitors are those with services or products that similar to yours. Indirect competitors, on the other hand, offer services that could replace yours. For example, if you sell gym memberships, an indirect competitor might sell workout videos. Your task is to outperform both.
View Competitor Content
Viewing what type of content your competitors are posting will serve as inspiration for your own content creation. Identify what sort of topics gain the most views, comments, shares, and likes. Discover why that content outperforms others and try to make better versions of it.
Examine Competitor Audiences
Your next step is to examine your competitors’ audiences. To do this, read the comments on top-performing competitor videos to gauge reactions and enthusiasm for the content. Also, look at the profiles of people who follow them. This will give you a good picture of your potential audience.
Monitor Your Competitors
Once you’ve established the type of content your potential audience will appreciate, it’s time to monitor your competitors’ content. This includes monitoring the frequency of posting and the times of day they post. Use your competitors as a benchmark for your own content posting schedule.
4. Use Automation Tools
Automation tools for social media management can save you a lot of time and effort. Flick, for example, is a fantastic platform for managing and automating your TikTok and Instagram channels. It’s also great for tracking Instagram analytics. With Flick, users can use the handy hashtag tool to find the best hashtags for their TikTok content.
When it comes to TikTok automation tools, there are lots out there with which you can schedule your content and follow its reach. Analyze hashtags with Flick’s hashtag tool to track their popularity and how they’re being used.
Here are some key features you might find helpful in your tool:
- Content scheduling
- Hashtag analytics
- Engagement tracker
- Video editing
- Idea generation
5. Create and Execute a Plan
If you’ve just started out, you can use the information gathered from your competitors to develop your plan. Write a list of the topics and types of content your audience likes to watch. Remember, videos need to capture attention from the get-go.
Consider beginning with teasers about what to expect in the video. Or, open with an interesting fact or anecdote. Keeping your audience’s attention is the tricky part of video creation. But, it is also the key to creating shareable content.
While video engagement normally peaks within the first few days of posting, continuous engagement will encourage it to show up in users’ feeds as a recommended video. To encourage engagement, reply to comments and ask questions.
Publish content at least twice per week to begin with and be open to adapting if necessary. Preferences change, trends peak and die down. You need to change with these too.
7. Analyze Results
Analyze your data every week to track your progress toward your goals. Generating results will take some time and fine-tuning. Continue to monitor popular Videos and Sounds that your audience is interested in. The themes and hashtags can spark new and creative ideas for your videos.
TikTok analytics expires after 28 days. So, it would be helpful to download a CSV copy of the data to keep for future reference.
Let’s Wrap Up
TikTok analytics is an essential component of a TikTok campaign. Set realistic and actionable goals that you can track through KPIs. Then, carry out in-depth competitor research to see what kind of content your prospective audience will respond to the best. Finally, put your plan in place and continue to track and analyze your data.
If you’re using Instagram to promote your brand, Flick is the perfect social media management tool to manage your workflow. You can sign up for a free trial today.
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