TikTok is a fast-growing social media platform that every active social media brand should have. Its advantages are undeniable, especially for brands that want to reach the younger communities and experiment with creative and fresh ideas. Tracking key metrics on the platform plays a significant role in ensuring your brand’s organic TikTok growth, increased brand awareness, follower engagement, and reaching market goals. TikTok metrics are beyond follower counts, comments, and likes.
Measuring your TikTok analytics will guide you in developing better marketing strategies. It does this by showing you what’s performing well, your brand’s reach, and who is watching your reels and videos. Here are metrics to measure when tracking your TikTok performance.
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Follower Growth Rate
This is a self-explanatory TikTok metric and one of the most important to track if the goal is increasing brand awareness. Having a high number of followers on TikTok increases your brand’s credibility. However, your followers shouldn’t remain stagnant. A stagnated follower growth rate means that your marketing strategies must be fixed.
The follower growth metric helps your brand identify whether your brand is gaining attention from the targeted audience. Your follower’s growth rate can be found on the app’s analytics followers tab. Other TikTok metrics you will find on the follower tab includes the following:
- Follower activity of when they are most active
- The total number of your followers and the changes that have happened in the selected period.
- Geography of where your followers are from and ranking by country.
Hashtags are key in TikTok’s marketing strategies. Using hashtags in your posts increases the discoverability of your videos and reels. The average number of hashtags per video is four. Ensure the hashtags you are using are relevant to avoid spamming followers.
You can measure hashtag performance on TikTok by searching for the hashtag used on the Discover page. You will then be provided with the number of views each hashtag has. Remember that hashtag performances change depending on the current social media trend. Regularly monitor this metric to help you choose the best hashtags.
This metric measure gives you an assessment of how users interact with your content. Engagement refers to the sum of video views, likes, profile views, shares, and comments on your posts. To calculate the engagement rate, divide the total sum of shares, likes, and comments by the video views over a certain period and multiply the result by a hundred.
If you have a high engagement rate, it means many of your followers are enjoying and actively engaging with your content. Therefore, retain your current marketing strategy. However, if the engagement rate is low, it could be because your content isn’t of high quality, doesn’t resonate with your followers, or you are uploading it when they are offline. Additionally, the engagement rate is higher for accounts with more followers than minor follower counts.
Best Time to Upload Content
Knowing when to upload your content is also an effective way to reach your audience and increase brand awareness. A study done by Influencer Marketing Hub shows that 6 am to 7 am EST and 7 pm to 11 pm EST are the best times to post content on TikTok. While Tuesday by 9 am, Friday by 5 am, and Thursday by noon is when TikTok engagement is at its highest. However, this may vary differently with your audience and location. Additionally, factors such as age, gender, and interests of your viewers will determine when to post.
Post Percentage Reach
This is an essential metric to take into account on TikTok. Reach refers to the number of TikTok users that have viewed your posts at least once in a given time. It provides you with an outline of the amount of awareness your brand is experiencing on the platform.
If your marketing goal is to increase the brand’s awareness, then focus on expanding the post percentage reach. One can measure the post percentage reach by taking the reach of a particular post and dividing it by the total number of followers, and multiplying by a hundred. Factors that will affect your reach include:
- Time posted
- Hashtags used
- If you participated in the newest challenge trend
This metric will help you identify the number of referrals you get from TikTok. Usually, most brands use TikTok to increase their brand awareness and drive traffic to their landing page or product page.
TikTok as a referral platform can be complicated since you can only add clickable links in your bio. However, if you choose to include the URLs in your captions, they will not be clickable. One can only track the referrals from TikTok by using UTM parameters. These parameters are tags that can be added to a URL and allow Google Analytics to identify where the referred user is coming from.
When creating landing pages for your TikTok campaign, set up your UTM codes and use the social network referral traffic in Google Analytics to see how much traffic you derive from TikTok.
TikTok’s dynamics have been going strong for a while, and the platform continues to drive more brands and users in. As a brand or influencer, you must find ways to refine your marketing strategies for measuring success. Take advantage of TikTok metrics to ensure that the content you are posting is tailored with your brand and followers in mind.