TikTok is a great site to use for business branding and attracting new clients these days.

The social media platform has billions of daily active users. The potential of your target audience is already active TikTokers is high.

It is why many professionals use paid signals from sites like SocialsUp to boost their SMM strategy and build social proof.

However, the large numbers also mean that your industry competitors are likely to be among the active users too.

They are likely to be vying for the attention of the same audience group.

It, unfortunately, is a short-term solution. It would help if you had something more to grow your channel like a pro. What can you do to ace this? 

Knowing how to assess and use TikTok Analytics in planning your content creation and marketing can significantly help your channel’s growth. Let us see how we can go about doing this. 

TikTok Analytics: How to Access Them?

The first thing to do is to access and read your analytics. For this, you must have an active Pro account. Changing your account to a TikTok Pro account is easy. Simply: 

1. Open your Settings.
2. Choose “Manage My Account.”
3. Choose “Switch to Pro Account.”

Once you have done this, you are ready to access your analytics. Your analytics will be available in the Privacy and Settings section under the Account tab.

The first data set will become visible when your Pro account is active for at least 7 days. 

What Analytics Details Should You Be Looking at as a Business and Why?

When you check your Analytics, you will see the following 3 tabs of data:

• Overview;
• Content;
• Followers.

If you have access to LIVE, then this data will also appear on a fourth tab. 

In each of these tabs, various metrics are recorded concerning your performance on the platform.

This data is presented in numbers and is made visually easier to understand with graphs and pie charts. As a business, each of these tabs is of importance to you.

Let’s look in detail at what you can pay attention to by concentrating on the data of each of these tabs.

The Overview Analytics and How to Use It in Your TikTok SMM Planning

As the name suggests, the Overview tab gives an overall summary of how your account has been performing on the platform.

By default, you gain access to data from the 7 days past, but you can adjust this time frame to approximately a month by selecting how many days you want to be reflected by your stats. On this tab, you can have a quick peek at the following:

• How many people visited your profile by checking Profile views. 
• How much content you posted in the reviewed time.
• How many times you went LIVE in the select period.
• The total number of Video views you had. 
• How many Likes your videos got. 
• How many Comments were left on your content?
• The number of times your videos got shared. 
• The current number of Followers and the growth it has had in the selected time frame. 

Using these data, you can access the following: 

1. Reach and Impression your micro videos are having.
2. The type of videos that get you more engagement and audience distribution. 
3. Your relative performance growth by comparing data from previous weeks.

In other words, using this tab, you can narrow down what type of content brings you more success on TikTok. 

Photo by Solen Feyissa on Unsplash.com

The Content Analytics and How to Use It in Your TikTok SMM Planning

The Content tab gives you more details about your videos’ engagement in the period selected. You can check here to access:

• Which of your posts had a quick view growth over the others under the Trending videos section? 
• Details of the number of likes, comments, views, and shares each post had.
• The total playtime of your posts is calculated cumulatively for individual videos. 
• The number of times visitors Watched the full video. 
• The Average watch time spent on your content. 
• The total number of users your post insights is visible under the Reached audience section. 

In addition to the above information, you can also check here for: 

• Video views by a section that shows how people have reached your post by doing what kind of search or by clicking through what hashtags, sounds, etc. 
• Video views by region shows where your viewers are mostly coming from demographically. 

All of these are useful in your content planning as you can now gage:

1. Which type of content you post has the right hook or interest quotient to keep the audience occupied enough to watch the video in full and even replay/revisit it?
2. What demographic does your content attract most, and if this is your target audience?
3. What hashtags and sounds get you a new audience and more search-related views?

The Followers’ Analytics and How to Use It in Your TikTok SMM Planning

The Followers tab, as the name implies, lets you look closely at your follower trend for the same amount of time. This section includes data like:

• How many followers have joined or dropped out from your list?
• What Gender are your viewers (if they have specified this in their profile information)?
• The Geographic Location of viewers is ranked in terms of the country they are watching from. 
• When are your fans most active on the platform?
• What videos have your followers recently watched or are watching at the moment? 
• What audio files have your fans followed the most in the review period? 

The above data gives you an idea on: 

1. The growth rate of your subscriber base.
2. The viewer profile and preferences of your most active followers, which, in turn, gives your ideas on how to curate and publish your upcoming content.
3. What times are the most suitable for you to post fresh content so you can get maximum immediate engagement at the right time and boost your reach and visibility on the platform? 

The LIVE Analytics and How to Use It in Your TikTok SMM Planning

You can check the metrics accumulated on your recent LIVE video posts on this tab. This tab lets you check your insights for either 7 or 28 days, but the data you gather here can help you host your upcoming sessions. Here is what you can check here:

• The number of views your sessions have received. 
• The Total time of your live videos. 
• The followers you have added from these sessions.
• The Live sessions have had the most views.
• The number of unique viewers on your posts.
• The diamonds are earned through LIVE videos. 

This information gives you an insight into the following:

1. Deciding how much of your future content should be presented by hosting live sessions.
2. At what time should you host these sessions to get maximum viewership? 
3. What topics should you choose for your sessions? 
4. How viable are these sessions for earning returns?

Photo by Hello I’m Nik on Unsplash.com

What Should You Consider Alongside TikTok Analytics to Market Yourself Like a Pro?

The Analytics data is helpful mainly in your content strategy planning. You can capitalize on the information obtained in an optimum manner when you team this data up with: 

• A comparative analysis of your marketing goals. For instance, a sudden boom in followers may seem like success on the surface. If your goal is to get a particular type of buyer for your products, then more than having follower growth and viral reach may be required. You need to zone in on your target audience and curate content that will specifically pick their interest. Having specific micro-goals can help you ascertain whether the analytics reflect success for your business. 
• Budgeting for your brand building. It should be done not only for the finances available but also for the time you are willing to invest on the platform. Using your analytics, figure out whether your resources are best used for going LIVE or posting generally. When should you post what type of content and collaboration will bring better returns for your investment? Knowing the past performance of your activities helps fine-tune your future content with better budget planning. 
• Building communication channels. It is required to make yourself a prominent member of the niche industry community and humanize your brand. Communicating with everyone can help you grow your reputation, visual branding, and social proof. Adapt the metrics received from the analytics to gauge what type of posts invite engagement organically to your page. Remember to respond and carry forward dialogue when comments are left, or your videos are shared with messages by your viewers. 

In other words, your TikTok analytics can help you decide: 

• The nature, length, and type of your posts.
• Who are profitable collaborative partners and influencers for your brand?
• The budget you need to set aside and for what kind of posts. 
• The posting schedule for your future content, including when to go LIVE for optimum engagement. 
• Use the correct type of audio, hashtags, and descriptions for your videos.
• When and how to use TikTok ads or paid social signals. 
• What kind of content needs to be revised in favor of your marketing goals? 
• What is your audience makeup like, and is this existing subscriber pool working well to bring your business the required conversions and ROI?

In Summation

The definition of a good video differs from business to business, depending on the marketing needs of each.

You can use analytics to determine how to create an excellent video for you.

You can learn to study analytics to create viral posts that will help you broaden your audience reach and monetize your content.

You can turn your presence on the platform into the best advertising and brand-building investment for your company.

The trick is to continue to study the data and be ready to adapt to the dynamic needs of your audience and the trends of the time.

With a bit of practice, you will soon be using the analytics as a stepping stone towards success on TikTok in no time!