The first thing required for analytics is to switch to a pro account. This is free and just involves filling in a few general questions in the app.
Go to then use themenu to select Manage my account. There at the very bottom you will see an option to switch to a pro account which will open up analytics data.
The analytics provide the following insights.
Video Views – The overview tab shows how many times your video has been seen on a daily basis which can be changed from 7 to 28 days.
Profile Views – This can be seen as a precursor to a follow. If your videos are generating lots of profile views but you are not getting a good percentage of new followers then consider working on your bio to tell people why they should follow you.
Followers – The key metric and performance indicator for most accounts will be gaining followers as this provides long term reach and a larger audience for your content.
You can work out from this data what your conversion rates are from video views to profile views and from profile views to followers. It is worth doing this prior to making any major profile changes to see if the update improved conversion metrics.
Video Posts – this shows the number of views per video but if you click on any video it will dive into deeper metrics including:-
- Number of Likes
- Number of comments
- Total play time of the video
- Total video views
- Average watch time
- Traffic source types
- Audience territories
The most important metrics I would pay attention to is average watch time and number of views and likes. This can give an indication to how well received each video was by your audience and the TikTok algorithm.
By diving into this data you can see what works, what doesn’t and create more videos that follow a winning formula.
Trending Posts – this shows which videos are making it to the for you page and getting some viral reach.
Follower Demographics – You can see a breakdown by gender and location to see basic demographic data for your audience. There shouldn’t be anything too surprising here but it will give some insight into who you are creating content for.
Follower Activity – This provides valuable information on what times and days your followers are online. Consider posting at a time just before your follower activity peaks for optimum performance.
The in-app analytics provides information which you can use to continuously improve your channel and content. By carefully analysing the data regularly you can find out what is working for your channel and focus your efforts on content that converts.