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TikTok analytics and Key metrics
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TikTok Analytics – Understanding Key Metrics

When joining TikTok as a brand or a business, the goal is often to reach a wider audience and eventually convert them into new fans, leads, customers or in some case future employees. Therefore, it’s important to understand TikTok Analytics. A great analysis can help understand the audience, their needs and preferences as much as it can guide marketing efforts in the right direction and save time.

It’s also important to note that TikTok‘s objective (as a company) is to have as many users as possible on its platform for as long as possible. Thus, the algorithm pushes videos that retain users’ attention, encouraging them to stay on the platform for a longer time and watch more videos.

In this way, a video is pushed through the platform based on its performance and the interactions users have with it. Therefore, it’s essential to ensure that videos are reaching the right audience, one that is likely to interact and truly be interested in the content.

In this article will be discussed TikTok Videos Analytics from accessing your data to interpreting key performance and viewers metrics to optimize your TikTok strategy and wisely keep it aligned with the global marketing goal.

Note that TikTok offers general account analytics and analytics for each videos. This article focuses on the most relevant metrics of the videos analytics as they can be used to guide marketing efforts and improve the reach and relevancy of the global TikTok marketing strategy.

A) Accessing Analytical Data from Your Video

From the video of interest, you can access analytical data in two ways:

1. ‘More Data’

TikTok Analytics - How to access from video

2. ‘…’

TikTok Analytics - How to access from video

B) TikTok Analytics – Performance

TikTok Analytics is divided into two sections: performance and viewers. In the performance tab, we’re interested in the following data, among others:

*To simplify understanding and as an example, data from the illustrated video will be used

1. Average Watch Time:

TikTok Analytics - Video Analysis performance tab metrics

This metric helps understanding, on average, how far viewers have watched the video and/or identifying the moment they lost interest. It can be used to adjust future videos. It’s also interesting to compare this metric between videos on similar topics and/or durations to understand what works better. The goal is to achieve an average watch time greater than half of the video’s duration.

In the example, viewers watched an average of 7.5 seconds, which represent 56% of the video. Also, it’s important to note that the reached audience doesn’t necessarily comprise the entire target audience, therefore it’s normal for the average watch time to be less than the total duration of the video.

2. Watched Full Video:

This shows the percentage of viewers who watched the video in its entirety. The shorter the video, the more highest this statistic has to be for the post to go viral.

For instance, if a video lasts 4 minutes, a viewer who watches 25% of the video spends 1 minute on the app, whereas for a 15-second video, 25% corresponds to 3.75 seconds. Thus, considering TikTok‘s objectives as a company, from those 2 videos, the longer video would be pushed further by the algorithm because viewers spend more time on the platform watching it. However, if a shorter video seems to interest viewers more, it will be prioritized over a longer one that doesn’t generate as much interest. A shorter but more engaging/interesting video encourages users to stay on the platform . Therefore, it’s essential to choose your video duration wisely. For a short-duration video, aim for an average watch time of at least 30%.

Note: Viewer interactions (comments, likes, shares, saves) also carry significant weight. Therefore, for optimal results on TikTok videos, aim for high watch time combined with high engagement.

3. New Followers:

This metric represents the number of followers who subscribed from the video. The video sparked enough interest among viewers for them to decide to subscribe to the creator’s account. The higher this data, the more the video interests the audience, and the more it will be pushed in the algorithm. It also indicates that the content from that video was interesting enough for those viewers to want to consume more content from this creator.

4. Top Words Used in Comments:inside TikTok Analytics

These are the most used words in the comments. It’s an indicator that can help determine if the reached audience is the intended one. For example, the illustrated video targets techno music listeners, then the use of words like “techno” and “music” in the comments indicates that the video reached its target audience.

5. Engagement – Retention:

The engagement section includes two subsections: retention and likes. The main interest here is the retention rate, which is the percentage of viewers who watched the video at a particular time moment. A graph is presented with the retention curve specific to the video. “View details,” shows the video paired with this retention curve to better analyze where viewers lost their interest. In the example video, at 0:00 seconds, the retention is 100%, and at the end of the video, it’s 20.14%. The retention rate for any other moment of the video can be found by looking at the retention graph details.

C) TikTok Analtytics – Viewers

In the viewers tab, the following data are of interest:

Video analysis - Viewers tab metrics: Top words in comments, viewers types, total viewers

1. Total Viewers:

This metric represents the reach of the publication, i.e., the number of accounts reached. Although this data might seem similar, at first glance, to the total number of views, it’s quite different. For instance, a viewer might have watched the video more than once. Thus, it’s relevant to compare these figures when analyzing the data. Although a viewer can watch a video more than once, he or she can’t like it twice. When looking at your number of likes, it’s therefore more important to focus on the reach rather than the number of views.

2. Viewers Types:

This metric is crucial when trying to acquire new clients, customers or fans. It indicates whether the post reached new listeners, potentially new clients/customers/fans. Followers are somewhat already conquered, they already know about the offer of the account. The same goes for returning viewers. They aren’t necessarily fully convinced yet by the offer yet, so there’s still work to be done. Since these two first types of viewers already know the account, the goal is naturally to obtain a higher percentage of new viewers who aren’t already subscribed (non-followers). This last segment of viewers is the one that should be targeted by the video. The objective is to introduce the page and its offer to those who aren’t already familiar with it.

TikTok Analytics for an higher reach

When used wisely, TikTok can bring high visibility to businesses and generate many leads. As more and more companies are joining TikTok, the importance of a great strategy and understanding of the platform is key to transforming viewers to customers.

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