Tracking and monitoring conversions and revenue increases that likely resulted from social media campaigns is critical to the success of your social marketing strategy. When working with influencers, you can use their average engagement rate per post as a metric to vet whether or not they would be worth the ROI - an influencer with a smaller audience but a higher engagement rate could be a far better investment than a more prominent influencer with millions of fans.Īs you review a TikTok campaign’s performance, reach and engagement metrics will allow you to make informed assumptions regarding the number of people converted into paying customers via your efforts. Over time, you’ll be able to compare engagement rates over a previous period and assess whether or not your engagement rate is improving, and diagnose why or why not. Of course, the higher the engagement rate, the better. Average engagement rate per postĮngagement is a big part of measuring the success of any social media campaign, and the Average Engagement Rate/Post metric is a critical overview that gives a glimpse into your campaign’s performance at every level so you can adjust your strategy accordingly (What trends are worth joining in on when it comes to your brand’s target audience? What types of videos are resonating and what types aren’t when looking at sponsored posts from influencers?)Įngagement refers to meaningful interactions people have with your TikTok videos, including likes and comments. When looking at your influencer or partner accounts, this metric is critical as well because even if you are only providing the budget for a few pieces of content, it’s important that the influencers you partner with are actively and consistently drawing an audience. A positive rate means the account’s activity is steadily growing, which is a good metric for TikTok creators to have. Over time, you’ll be able to toggle your timeframe and see a percentage that shows how much the account’s activity on the app has increased or not. Assuming your content is engaging and audiences find it entertaining/informative, the number of TikToks you publish will correlate greatly with your accounts growth and impact. The total number of videos published is a metric that shows how many videos an account has posted over a specified period of time – seems basic, but on a platform like TikTok this can often be your north star metric. While all of them are useful, we want to shed light on the 6 most important TikTok metrics you should be measuring when managing your TikTok marketing strategy. Like any social media platform, there are several metrics and performance indicators available on the app. What metrics to track in TikTok Analytics But don’t worry – we’re here to demystify TikTok analytics for you so that you can measure your next TikTok influencer campaign with ease. So if you’re planning your own TikTok influencer strategy, here’s an important factor you’ll want to keep in mind: your campaign’s performance.īecause TikTok operates a little differently than other social media platforms, getting to know its analytics might take some time. It’s particularly valued by marketers for its great ROI (see below), and many consumers find content and recommendations from actual people, including influencers, preferable to overtly branded content. Influencer marketing is one of the most popular strategies a brand can adopt in the age of social media. The majority of TikTok’s user demographic in the United States consists of teens and young adults between the ages of 18-30, and because they’re one of the most active and engaged groups in the digital space the app is one of the most effective platforms for companies looking to engage younger audiences – especially through TikTok influencer marketing campaigns. It’s YouTube, but for short-form content.”īecause of the app’s popularity among younger demographics, brands have been flocking to the app in a bid to reach this coveted and often difficult-to-engage market It’s not hard to see why – Alex Williams, founder of Hosting Data UK, shares his observations about the app in regards to the impact it has on its younger user base: “ has made internet stars out of local teens and young adults next door, with this market using the app from everything from seeing entertaining videos, joining challenges, and even learning about stock trading platforms and other educational content available in bite-sized pieces. The hottest social media app on the market is TikTok, where it’s estimated that there are a billion active users as of February 2021.