Making Sense of Your TikTok Analytics

You're posting videos on TikTok, and maybe it's not going according to plan.  Where are the results?    Where is the growth you were expecting?

Well, have you tried looking at your analytics?

I know that your eyes just glazed over when I said analytics.  That's numbers and data, and on the surface, it's frankly not exciting. 

I get it.  But your analytics are not just a bunch of numbers. They are essential tools to help you learn how people engage with your content on TikTok.

It's really the closest that you can get to reading your dream clients' minds. Then, you can use that information to shape the videos and stories you create in the future!

So let's dive into the sea of numbers that TikTok provides and sift through what it may be telling you.  Then, once we know what problems we are facing, we can discuss how to solve them.

Stop Worrying About Vanity Metrics!

First, let's define vanity metrics.  Vanity metrics are the numbers that seem impressive but don't actually matter.  For example, one of the most prominent TikTok vanity metrics is simply your follower count!

The number of followers you have doesn’t necessarily mean anything in terms of how engaged they are with your content or what kind of revenue stream you might be able to create from them.

So if you see someone with tens of thousands of followers, don't play the comparison game.  There is zero correlation between the number of followers that you have and your TikTok success (or revenue for that matter!)

What you really want are engaged followers who are the demographic that wants to do business with you!  Of course, that is a much smaller number than "anyone,” but it will be much more profitable.

TikTok Analytics Explained

If we are going to ignore vanity metrics, what analytics should you consider? What are those numbers telling you?

TikTok Profile Views

The Overview tab offers a snapshot of your TikTok profile analytics. For example, to identify spikes in traffic, choose between a 28-day perspective or a 7-day close-up by switching between views.

High-profile views mean that you are doing an excellent job in driving traffic to your TikTok channel. Your call-to-actions are clear, and you are piquing your audience's interest.  Way to go!

However, if it's not matched by corresponding website clicks, then you may want to take a look at your profile. Is your profile clear about what you want your audience to do next?

Average Watch Time

How long people are watching your video is significant!  If they drop off immediately, it means that you are not using a good enough hook. You do not have the means to pique their curiosity and keep them watching. (Fortunately, that is exactly the kind of thing that we talk about in our TikTok for Business Workshop!)

Average Likes per Video

If your audience likes your video, then they are engaging with it. This means that you have hooked them enough to keep watching - but also interested in what you're saying!

This is a great KPI to look at because it can inform future content. When people take the time to "like" your video, they tell you what they want. Now, give the people what they want!

If the likes aren't coming, look carefully at the content.  Did your subject just not resonate with them? Or could you present it another way?

If it's the latter, then you have a great head start on your next batch of content!  Take your low-performing videos and present them using a different framework.

Traffic Sources

How are people finding your content? Traffic sources will tell you whether it's the "for you" feed, hashtags, your profile, or trending sounds you're using.

If you have been trying to optimize the hashtags that you use, this is where you will find out if that strategy has been working.

Videos your followers watched

This part allows you to get a feel for the content that your followers like the most. You should review this portion regularly to see if it sparks any ideas for material. It's also an excellent location to look for potential collaboration partners and to see if you’re even in the right category or attracting the right kinds of audience.

Sounds your followers listened to

TikTok trends are bolstered by songs, so look at the top tracks your followers like to see what's popular. Trends on TikTok can change rapidly; if you are inspired, move quickly!

Turn Numbers Into An Action Plan

Analytics can seem overwhelming, but looking at these pieces of information regularly will give you the foundation that you need to plan for tomorrow.  Use your analytics to see if your content is resonating with followers and adjust it as necessary.

When you're looking at analytics, take a step back and look at the big picture. Again, you'll want to add this process into your regular process. Review often to ensure that your content is doing what you want it to - get you paying customers!