With over 1 billion users worldwide, TikTok is a social media platform that offers huge potential for your brand when you’re trying to grow a business. As you navigate the main interface of the app, you’ll be able to view how many views, likes and follows you receive, but there’s a lot more that you can do with TikTok to get a better understanding of how your account is performing. In this article, we’ll be discussing everything you need to know about TikTok analytics, so that you can grow your audience and drive your business to new heights.

What Are TikTok Analytics?

Analytics are data metrics that show you how well your content is performing on the social media platform TikTok. These analytics can only be accessed by users who have business accounts and signing up for one is completely free. Once you’re set up, you’ll have access to a range of data that gives you more detail about the way your content is received by users.

The Benefits of TikTok Analytics

If you’re considering using TikTok analytics but aren’t sure whether you’ll get any value from them, then it’s useful to take a look at some of the key benefits, which include:

Additional Features

Analytics include the key performance indicators like views, likes and comments, but also give you the chance to view your engagement rate, best-performing posts and overall reach, which gives you a great idea of the direction that your brand is going in. By understanding which posts are doing well, you can emulate your approach for future content and make the most out of this useful feature.

Hour-By-Hour Visibility

On top of the additional data that analytics offers, you’ll also be able to see hour-by-hour visibility surrounding post engagement. This means you can see which hours of the day your posts perform best at, and you can accurately create a posting schedule that works for you.

Understand Your Audience

When you’re posting online as a business, it’s easy to forget that behind every like or follow is a real person, with their own characteristics, personality and interests. TikTok analytics helps you learn more about your audience, and provides information on their gender, location and watch habits. Not only does this help you target the right people as you create new content, but it also gives you the opportunity to authentically connect with your followers and drive brand identity.

How To Use TikTok Analytics

To use TikTok analytics most successfully, there are a number of simple steps that you should take.

Set Up a Business Account

As individual content creators cannot access analytics, you’ll need to switch to a business account on TikTok to maximize your chances of success on the platform. To do this, simply go to Settings and Privacy > Manage Account > Account Control > Switch To Business Account.

When you make the switch, TikTok will ask you some questions about your business, like the category and contact information. Once you’ve provided this, you’ll be ready to go.

Check Your Analytics

After you’ve set up your account, it’s time to check your analytics. Again, you’ll need to go to the Settings and Privacy section of the app, where you can choose Creator Tools in the Account section. This will give you complete access to your performance data.

Just remember, if you’re trying to download your data analytics for an upcoming business meeting or project plan, you’ll need to be accessing TikTok on a desktop, rather than the mobile app. 

Access Your Overview

For a quick check-in of how your content is doing on TikTok, you can use the Overview function which will display all of your key data in one place. This feature is especially helpful for businesses who post consistently over a long period of time, as you’ll be able to filter by month to view how well your account performed over certain periods.

When you load up your Overview, you’ll be presented with a number of different metrics:

• Followers: Your follower count is the total number of people who follow your account, based on the content that you post. Typically, the more followers you have, the more people you’ll be able to reach, so growing this number is a great way to grow your business. Your followers can go up and down, but most accounts will experience a steady rate of growth over time.

• Video Views: This is the total number of views that your videos have received. Initially, your overview will show you the views you’ve gained from the day you started your account, but you can narrow the results down to a specific time period to suit the needs of your business.

• Likes: Unlike views, which may come from users who aren’t necessarily interested in your videos, likes show you how many users actually engage with and enjoy your content. This section of your overview will tell you how many likes they received within a set date range.

• Shares: If users find value in your content or wish to share a funny video with their friends, they might share it. On your overview, you’ll be able to see how many times people shared your videos and can again set your desired date range for closer analysis.

• Comments: You’ll be able to see exactly how many comments you’ve received on all of the videos that you posted within a specific date range.

• Profile Views: As a business owner, one of the most important analytics to use on TikTok is your profile views, as these represent the number of people who have navigated to your page based on the content that they’ve seen. Often, the video will have resonated with their personality and interests, so this is a good way to gauge interest in your brand.

• LIVE: Your LIVE number is how many times you’ve hosted a live video on your profile.  

These metrics are invaluable to businesses, and with access to them you’ll be able to tweak your content and communication based on data from TikTok users directly.

Although TikTok can be tricky to navigate for businesses new to the platform, it’s a vital tool to take advantage of if you want to grow your company and tap into the interests of younger generations. By setting up a free business account and using TikTok analytics wisely, you’ll be far more likely to succeed on the app and cement your brand identity.