{"id":30731,"date":"2022-10-06T22:32:24","date_gmt":"2022-10-06T22:32:24","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=30731"},"modified":"2022-10-06T22:32:24","modified_gmt":"2022-10-06T22:32:24","slug":"tiktok-metrics","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/tiktok-metrics\/","title":{"rendered":"8 TikTok Metrics Marketers Need to Know"},"content":{"rendered":"

TikTok\u2019s algorithm may be elusive, but your TikTok metrics don\u2019t have to be.<\/p>\n

Having clear insight into your brand\u2019s performance and success on TikTok starts with tracking and analyzing the right TikTok metrics \u2014 ones that go beyond follower count, likes, and comments.<\/p>\n

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\u2019s performing well, who\u2019s watching your videos, and how much reach your brand has.<\/p>\n

If you\u2019re ready to refine your TikTok strategy and increase your brand\u2019s chances of landing on the FYP, here are eight TikTok metrics social media marketers need to know and how to measure them.<\/p>\n

8 TikTok Metrics Marketers Need to Know<\/h2>\n

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\u2019s engagement.<\/p>\n

Engagement Rate by View<\/h3>\n

Engagement rate by view is the average number of engagements per view.<\/p>\n

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.<\/p>\n

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\u2019t high-quality, thought-provoking, or even controversial, viewers will be less likely to engage with it, and therefore you\u2019ll 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.<\/p>\n

\"An<\/p>\n

According to our 2022 TikTok Benchmark Report<\/a>, 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\u2019t let that deter you if your brand has a smaller follower count.<\/p>\n

Engagement Rate by Follower<\/h3>\n

If you\u2019ve read one of our many industry benchmark reports<\/a>, then you know that engagement rate by follower is our go-to metric for measuring engagement.<\/p>\n

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?<\/p>\n

It\u2019s 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\u2019s important to understand engagement as it relates to your audience size \u2014 and that\u2019s where this metric comes into play. Let\u2019s take a look at a couple of videos from beauty brands to see this TikTok metric in action.<\/p>\n

The video below from Kylie Cosmetics<\/a> received 33 million views and had an engagement total of 3.11 million. The brand has 2.3 million followers on the platform and the engagement rate by follower for this video is 135% \u2014 well above the average of 4.1% for all brands on TikTok, according to our recent report.<\/p>\n

\"Engagement<\/p>\n

Now let\u2019s take a look at a video from Beautycounter<\/a> to compare. The video below received 2.2 million views and garnered a total of 109K engagements. Plus, Beautycounter\u2019s audience is much smaller than Kylie Cosmetics\u2019 at 28K followers.<\/p>\n

\"An<\/p>\n

However, the engagement rate by follower for this video is 390% \u2014 more than double the rate for the Kylie Cosmetics video.<\/p>\n

If you compare the number of engagement totals, three million sounds a lot better than 109K. But once you take the audience sizes into consideration, Beautycounter\u2019s video clearly performed much better than Kylie Cosmetics\u2019. This is just one example of why this metric is essential for your TikTok strategy.<\/p>\n

Engagement Total<\/h3>\n

Engagement total is a pretty straightforward metric: it\u2019s the total number of interactions on a video. Interactions include likes, comments, and shares.<\/p>\n

\"A<\/p>\n

Of these interactions, comments and shares will provide the most insight into how your videos are performing with users and followers.<\/p>\n

A high number of comments or shares on a video could indicate that your content resonated with your audience and triggered enough emotion \u2014 whether that\u2019s from being entertained, excited, or informed \u2014 for them to comment and let others know.<\/p>\n

If your videos are receiving likes but not many comments or shares, it\u2019s worth brainstorming how you can encourage responses and conversations to get your followers more engaged.<\/p>\n

Hashtags per Video<\/h3>\n

Hashtags per video is the average number of hashtags on a per-video basis.<\/p>\n

On TikTok, brands appear to be more intentional about their hashtag usage than on other platforms. The median number of hashtags per video is four, according to our benchmark report.<\/p>\n

If you choose to use just a few hashtags, experiment with a mix of niche tags to reach a specific audience and popular topics to increase discoverability.<\/p>\n

For example, the top-performing video on TikTok for the WNBA team Seattle Storm<\/a> included five hashtags. The hashtags were a mix of team-related tags like #TakeCover and #Seattle, but also broader ones like #SportsTikTok<\/a> which currently has 4.8 billion views, and #Basketball<\/a>, which has a whopping 132 billion views.<\/p>\n

\"Hashtags<\/p>\n

Hashtags are a discoverability tool. When you select popular hashtags, they can help land your content on the FYP and beyond. Plus, users can also search for a specific hashtag and see all of the videos that have used that hashtag, further emphasizing the discoverability element.<\/p>\n

Monthly Follower Growth Rate<\/h3>\n

This metric is the average monthly growth rate over a selected time period.<\/p>\n

While your total number of followers is always a metric to keep an eye on, monthly follower growth rate can help you understand if your content is consistently reaching the right audience and resonating with users.<\/p>\n

\"A<\/p>\n

Take note of any spikes or dips in your growth rate and try to identify what could be the reason for the change. If your growth rate is stagnant, experiment with a TikTok trend<\/a> to spice up your typical content and give your follower count a boost.<\/p>\n

Videos with Mentions<\/h3>\n

This TikTok metric is the percentage of a brand\u2019s videos that include at least one mention of another account.<\/p>\n

In our benchmark report, we found that brands mention another account about 14.5% of the time. However, mentioning another account in your video can help broaden your reach by getting your content in front of another brand\u2019s audience.<\/p>\n

It\u2019s also a good way to engage and build a connection with your followers. The University of Iowa offers a great example of this in the video below.<\/p>\n

\"Another<\/p>\n

A University of Iowa<\/a> student posted a video that generated hundreds of thousands of views. Naturally, this grabbed the attention of the school who then reposted it on their own account and mentioned the original creator in the caption.<\/p>\n

While we\u2019ve found that brands tend to gravitate toward original content on TikTok, there are plenty of opportunities to mention another account if you want to reach a new audience or repost relevant UGC.<\/p>\n

Videos per Week<\/h3>\n

This metric represents the average number of videos a brand publishes per week.<\/p>\n

According to our research, brands post less frequently on TikTok<\/a> than they do on other platforms, posting about 1.8 times per week. But the most active brands can be found making and sharing videos at least five times per week.<\/p>\n

\"A<\/p>\n

To better understand how often you should be posting<\/a>, analyze your competitors\u2019 posting frequency. Getting an idea of how your videos per week stack up against similar brands will provide insight into whether you should post more often or maintain your current frequency.<\/p>\n

Views per Follower<\/h3>\n

Another TikTok metric marketers need to track is views per follower, the average number of views per follower on a per-video basis.<\/p>\n

Thanks to TikTok\u2019s algorithm-driven FYP, your videos reach far beyond your followers. While other platforms focus on showing your content to existing followers, TikTok serves your videos to people it thinks will engage with your content. With this capability, it\u2019s important to understand how your content is performing among followers and viewers who don\u2019t follow you, and that\u2019s where this metric comes into play. Views per Follower helps you narrow down how many of your views come from people who follow you.<\/p>\n

Let\u2019s use this video from Pixi Beauty<\/a> as an example. We can see that it received about 92K views, as highlighted in the blue box, and the brand has 27K followers, as outlined in the black box.<\/p>\n

\"\"<\/p>\n

Using our calculation for Views per Follower (the number of views divided by the number of followers), we can determine that this video received about 3.4 views per follower.<\/p>\n

On a video platform like TikTok, the more insights into views you can get, the better.<\/p>\n\n

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\n Start analyzing your brand's TikTok performance with a free Rival IQ trial. <\/p>Get my free trial <\/a><\/div>\n<\/div>\n\n\n

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How to Analyze TikTok Metrics Using Creator Tools<\/h2>\n

To track your TikTok analytics within the app, head to TikTok\u2019s Creator tools.<\/p>\n

In the Overview tab, you\u2019ll get a glance at several key metrics over a set period of time \u2014 this can be 7 days, 28 days, 60 days, or a custom date range.<\/p>\n

From there, you can review the data for your followers, content, and engagement on TikTok.<\/p>\n

Engagement<\/h3>\n