Video Marketing

How to use TikTok Analytics to publish better videos

Clipchamp is a free online video editorTry for free
Share this post

Whether you're a marketer or an influencer, you'll agree that publishing videos on TikTok are one of the best ways to increase your reach and garner views. To help you create engaging content for your audience and keep them interested, you'll need to find answers to questions like, “What do my viewers like to watch? Where are they from? What’s their attention span?", and more. Here's why TikTok analytics can be very useful. 

How to Use TikTok Analytics to Publish Better Videos - thumbnail

Businesses and marketers can use the data from the in-app analytics tool by TikTok to pinpoint their content's strengths and weaknesses. This type of data can help guide your next marketing strategy too. Individual creators and influencers can take advantage of TikTok analytics by understanding the preference of their viewers and then publish videos accordingly. 

Read on to learn how to use TikTok analytics to publish better-performing video content.

What is TikTok analytics?

TikTok analytics is an in-app creator tool that lets content creators measure their follower's locations, age, demographics, content views, and other important data that influence how popular the account is. 

How do you access TikTok analytics?

Checking your TikTok analytics is an easy process. Regular TikTok accounts have access to overviews, content, followers, and Live analytics, but TikTok Pro accounts have access to much more in-depth analytics. It’s free to set up a TikTok Pro account as a business if you desire. To find these analytics, follow the steps below. 

Regular TikTok accounts

  1. Launch your TikTok app. 

  2. Tap on the Profile tab on the right side of the bottom toolbar. 

  3. Tap on the three horizontal lines at the top right corner of your profile page. 

  4. The settings and privacy screen will appear. Tap on the Creator tools option. 

  5. Tap the first option Analytics to open your TikTok analytics. Browse through Overview, Content, Followers, and Live. 

TikTok analytics - step 1
TikTok analytics - step 2

Business or TikTok Pro accounts

If your TikTok account isn’t a Pro or Business account, you can swap it over in a few simple steps. 

  1. Launch your TikTok app. 

  2. Tap on the Profile tab on the right side of the bottom toolbar. 

  3. Tap on the three horizontal lines at the top right corner of your profile page. 

  4. The settings and privacy screen will appear. Tap on the Manage account option.

  5. Tap on Switch to Business Account and follow the prompts. 

TikTok analytics - business account

Once your TikTok account is Pro or Business, follow the same steps as a regular account would. 

  1. Launch your TikTok app. 

  2. Tap on the Profile tab on the right side of the bottom toolbar. 

  3. Tap on the three horizontal lines at the top right corner of your profile page. 

  4. The settings and privacy screen will appear. Tap on the Creator tools option. 

  5. Tap the first option Analytics to open your TikTok analytics. Browse through Overview, Content, Followers, and Live. 

How to use TikTok analytics to publish better videos

The Tiktok Analytics in-app feature lets you check your individual posts’ performance and allows you to get a birds-eye-view using its dashboard.

This tool would help you get started on every marketing aspect of your TikTok channel, from lead generation to sales. Let us check out the use of each type below:

Free in-browser video editor

Make professional videos in minutes

Understanding how individual TikToks perform 

When you click on the three dots at the bottom-right of your screen, you should be able to access the “Analytics.” When you select the analytics, you can see the performance concerning posts for the number of plays, likes, comments, and shares.

You can also check the viewership metrics, traffic source type, and audience territories to help you get more information about TikTok. Here's a breakdown of the key stats:

1. Viewership metrics

The viewership metrics inform you about the total playtime and average watch time of your video. It can guide you about these statistics which help find the average completion rate for your content as it tells you the total time people spent on your video and the average seconds people watched your video.

If you uncover any patterns about the best length for your content from this data, you can publish better videos that keep your viewers interested in the future.

2. Traffic source type

The “traffic source type” is another amazing feature that lets you check where your viewers found you from. Was it from your “following tab,” For You page,” or your “Personal Profile?” It helps you focus on the areas where you attract the most viewers.

3. Audience territories

You might also want to check out where your viewers are from. For this, the “Audience Territories” feature is available that shows you the country-wise traffic in percentage. If there are a few standout locations, it helps you understand which countries you could potentially tailor your content towards when creating videos. This data also lets you understand if you're reaching your target demographics or not.

How to use the account dashboard categories to publish better TikToks

There are four types of account dashboard categories including, Overview, Content, Followers, and Live. 

1. Overview dashboard 

The Overview dashboard helps you get an idea about your TikTok account performance. You will see the analysis of the past 28 days in this section. 

Data for profile views, video views, and follower growth are available in this dashboard. You can use the data to understand if your videos are performing as per your expectations or not. Also, you can focus better on the videos that are gaining popularity in the past 28 days and then follow similar storylines or video editing techniques for the next video that you publish.

1. Overview dashboard 

2. Content dashboard

The Content dashboard gives users access to the information from video posts and trending videos. 

  • Video posts tab: It shows the top 9 videos that have the fastest growth. This data is relevant to the videos posted within seven days. Therefore, if you haven’t posted anything, then it would appear empty. This analysis would help you determine which content is a “Slow burner” so you can focus appropriately on publishing such videos.

Trending videos tab: This section shows the trending videos on the “For You” page. It also shows the total number of views for each of these videos. If your videos are trending, you can focus on publishing similar content to get better viewership. 

TikTok analytics - content

3. Followers dashboard

Check out the Followers dashboard if you want to see the demographic data of your followers. This dashboard displays your total followers in a 7-day reporting period. You can get a clear insight about how many followers you have gained or lost in a week.

Within this dashboard, you will also be able to check out the total gender distribution of your followers using the Gender Analytics section.

Another statistic shows the Top Territories of your followers’ location. You can see a percentage-wise breakdown to analyze if you can reach the right audience or not. 

Follower Activity data is an incredibly useful metric that helps you to understand at what time of the hour (on particular dates) was your audience very active and also when they were least active. This data can help you decide when you should publish your videos so that you get maximum visibility and viewership.

TikTok Analytics disposes of the data post 28 days, and so you should check it often. Another way to keep the data is by storing it on your laptop or desktop in a CSV file or uploading it on your visual project management software.

TikTok analytics - follower

4. Live dashboard

If you have held a TikTok live before, then your video and performance analytics will appear under the Live dashboard. Users can check their unique viewers, diamonds, and overall Live video information.

TikTok analytics - live

Ready to level up your TikTok content?

Understanding TikTok Analytics will help you improve your content by publishing TikToks that your audience would find interesting. Using the TikTok analytics feature is a crucial step if you want to turbocharge your business on this fun social media platform.

See you around on TikTok. Good luck!

More from the Clipchamp blog

Social media calendar events you shouldn't miss in 2022

November 30, 2021
Are you a content creator, marketer, or business owner looking for some 2022 social…

How to feature user-generated videos in your small business marketing

November 24, 2021
If your marketing strategy includes producing written content as well as videos for…

How to make money by promoting products in videos

November 22, 2021
Is your business looking to generate stronger leads and increase sales? It’s no secret…

Start creating free videos with Clipchamp

We use cookies to improve your Clipchamp experience. Read our policy here.