8 TikTok Metrics Marketers Need to Know
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Loading... - Bingwen Zhang
- 18 Oct 2022
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Having clear insight into your brand’s performance and success on TikTok starts with tracking and analyzing the right TikTok metrics — ones that go beyond follower count, likes, and comments.
When your TikTok analytics are measured through the lens of engagement and competitive context, these metrics can help guide your strategy by letting you know what’s performing well, who’s watching your videos, and how much reach your brand has.
If you’re ready to refine your TikTok strategy and increase your brand’s chances of landing on the FYP, here are eight TikTok metrics social media marketers need to know and how to measure them.
8 TikTok Metrics Marketers Need to Know
While there are many TikTok metrics available in the app, these are the ones worth tracking if you want to better understand and improve your brand’s engagement.
Engagement Rate by View
Engagement rate by view is the average number of engagements per view.
On a platform with incredible reach, measuring your engagement rate by view can provide great insight into how your content is performing with both followers and users who discover it on the For You Page.
By counting the number of times a viewer liked, commented on, or shared your video, and dividing it by the total number of views, you can measure just how compelling your content was. If your video wasn’t high-quality, thought-provoking, or even controversial, viewers will be less likely to engage with it, and therefore you’ll earn a smaller engagement rate per view. If your video was attention-grabbing, viewers will be more likely to take the extra step of engagement before swiping to the next video.
According to our 2022 TikTok Benchmark Report, the average brand on TikTok earns an engagement rate by view of 5.8%. The engagement rate also tends to skew higher for accounts with more followers, but don’t let that deter you if your brand has a smaller follower count.
Engagement Rate by Follower
If you’ve read one of our many industry benchmark reports, then you know that engagement rate by follower is our go-to metric for measuring engagement.
On TikTok, engagement rate by follower is the average number of engagements per follower on a per-video basis. So, why is this a TikTok metric marketers need to track?
It’s easy to take the engagement total at face value when comparing your metrics with the competition. But to really gauge whether or not your content is performing well, it’s important to understand engagement as it relates to your audience size — and that’s where this metric comes into play. Let’s take a look at a couple of videos from beauty brands to see this TikTok metric in action. Read More…
