On social media platforms, users pay more attention to short-form videos, compared to any other type of posts. That is why apps like TikTok and Instagram Reels earned people’s hearts.
TikTok analytics reports can provide you the needed data to craft a better marketing campaign.
More and more people started promoting their businesses on TikTok, after seeing its rapid growth in popularity.
Putting together analytics reports for TikTok will help you measure your performance.
In what follows, you will learn everything you need to know about TikTok analytics reports. Let’s dive in!
How to create TikTok analytics reports in 2023
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How to create TikTok analytics reports?
2.2. Start with TikTok KPIs
2.3. Include top TikTok metrics in reports
2.4. Find TikTok wins that are working for you
2.5. Include a detailed competitor’s benchmarking
2.6. Add some actionable insights
1. What is a TikTok analytics report?
When designing your marketing strategy, you need to make a solid plan in which you also include reporting and statistics, monthly, quarterly or yearly.
When creating your TikTok analytics reports, you should look at the most important metrics, either if you use native analytics or a third-party tool.
Your TikTok analytics reports should include the numbers for the most important TikTok metrics, what works for your brand, a competitor’s analysis and actionable insights to ace your game in the future.
When starting your TikTok analytics reports, you first need to take a look at the data. Within the native app you will find the metrics split into three categories: Overview, Content and Followers.
If you choose a third-party tool, such as Socialinsider, you can have access to many more metrics.
Once you have an overview of your TikTok performance, you can start creating your TikTok analytics reports, coming up with insights after analyzing your brand’s TikTok evolution, based on the time span you select.
However, the work does not end here. There's still a lot of additionally research that needs to be done.
For some insightful TikTok analytics reports, you should also look at your competitor’s  weaknesses and strengths, oversee what you have achieved so far and develop a strategy that could help you increase your figures, including leads and sales.
2. How to create TikTok analytics reports?
2.2. Start with TikTok KPIs
Social media KPIs refer to the metrics which are (just like the abbreviation says) key performance indicators, offering you data about the evolution of your brand.
KPIs are meant to help you learn more about the functionality of your marketing strategy, financial plan and what you need to do next to ace your brand recognition game.
Focusing on the most important TikTok KPIs will help you establish your priorities and what improvements you need to make.
- Build an engaged community on TikTok
Building a brand goes hand in hand with building a loyal community. At the end of the day, do you even exist if no one knows about you?
To engage your audience, you need top-notch ideas to develop video content that makes people resonate with the values you promote.
Building a strong community around your brand means learning more about who you address to and what needs do users have.
That is when you will know exactly what to offer your audience to make it loyal. You should definitely include this in your TikTok analytics reports.
- Increase brand awareness
Part of your marketing strategy is to become popular on TikTok, since one of your goals is to spread the word about your business.
Even if this may seem complicated, if you closely look at your TikTok metrics, you will immediately know what to do to increase brand recognition.
People will learn about you if you start using branded hashtags and post funny videos with a virality potential.
Also if you make use of the latest trends, with catchy music and call-to-action messages, you are bound to determine users to stop scrolling.
- Generate leads
Besides telling everyone how great your brand is, you will also want to see sales rocketing. Otherwise, your marketing strategy was in vain.
One of your main purposes is to sell. To do so, you need to show people why they need you in their life, and why your products and services are important to them.
Use this feature in your TikTok analytics reports to top your marketing game.
Telling your brand’s story in a funny video on TikTok can help. Â
A little bit of emotion never hurt no one. If users identify with something you say in your video and they share the same ideology you are talking about, then it’s a bingo.
2.3. Include top TikTok metrics in reports
When it comes to performance KPIs, the most important insights you need to add into your TikTok analytics reports are:
- engagement rate
- total plays
- followers growth
- hashtag performance
- top performing tiktoks
- comment rate
- share rate
- best time to post
- engagement and viewership journey
- watch rate
- like rate
- Engagement
To calculate the engagement rate for TikTok, you need the sum of comments and likes, all divided by the total number of video views and then multiplied by 100 to obtain a percentage.
The engagement rate is one of the most important metric to measure, since it offers you insights about how your audience reacts to your content.
That is why you need to include this in your TikTok analytics reports.
This metric offers you data about your community needs and what they like. This way, you will learn to accustom to their taste and offer them exactly what they are searching for.
- Total plays
Since short-form video is the only type of video content you can use on this platform, you need to make sure the number of views and plays touches new highs.
Total plays is a metric that should not miss from your TikTok analytics reports.
Creating engaging, fun content with bite-size information about your brand and services can certainly pave your way to success.
Video content that is short, on point, sprinkled with filters and effects is likely to win over followers’ hearts. Focus on increasing video plays by periodically checking new trends and hop on a trend before it’s old news. Thank us later.
- Follower's growth
Besides making sure your content is well-received by your audience, you also need to make sure your community is growing.
This is another key metric that should be included in your TikTok analytics reports.
A high number of followers leads to the increase of other TikTok metrics, as long as you reach more users with your videos.
This way, you will be able to increase brand awareness, becoming a leader in your industry. And who doesn’t like to be the center of TikTok’s attention?
Make sure your community is loyal and your video content challenges them to interact with your posts.
- Hashtag performance
We see hashtags every day, on all social media platforms, but we might not know much about their use.
The hashtag performance metric is clearly one to keep your eyes on. Trust us! By choosing the appropriate hashtags that match your video, but are also very popular on TikTok, you will be able to increase the number of views.
The hashtag performance metric is crucial when it comes to your TikTok analytics reports.
When TikTok users search by hashtag, your video will pop up and that’s when the magic starts! Seeing TikTok metrics improve is what any marketer wants to see.
An analytics tool like Socialinsider can offer you some insights about the hashtags you have used.
- Top performing TikTok posts
Developing content is not always easy. Even if creativity takes a lot of time and effort, you need to make sure you post top content to draw TikTok users’ attention.
Checking which are your top three posts helps you learn more about your audience’s preferences. Your top TikTok posts offer you insights about what your community likes about your brand.
This way, you will know on what types of videos to rely, focusing on accomplishing your audience needs.
- Share rate
Another metric that proves how engaged your audience can be is the share rate and how viral your content is.
The share rate proves that your community does not only like your video and probably laughed their heart out while watching it, but they think it’s worth sharing it on TikTok.
And that’s a big thing since you managed to develop sharable content with a high chance of virality.
It is not easy to create content that users want to share. However, when you manage that, it means your followers identify with your brand’s values.
- Comment rate
The comment rate shows that your videos made your audience curious. They are either really surprised or they’ve got a lot of questions.
Followers’ comments are a sign that they are paying attention to your business’ activity. Having something to say means they feel close to you as a brand and they find a familiarity that allows them to express their thoughts.
Any marketer should be glad when seeing a lot of comments (even if that means that someone has to answer all of them). Even when causing an online stir, it is good that people notice you.
- Best time to post
We know you are eager to show everyone your latest video, being really confident it will increase your engagement, but you need to look at your watch first.
Learning when it’s the best time to post helps you accustom your schedule after the one of your community.
This TikTok metric shows you when your followers are generally scrolling through TikTok based on their activity.
That’s when your video should pop up on their screen, synchronizing your posting time with the one of your followers.
Depending on your time zone, the best time to post on TikTok may be different.
According to the Influencer Marketing Hub, these are the best EST hours to post content on TikTok:
- Monday: 6 AM, 10 AM, 10 PM
- Tuesday: 2 AM, 4 AM, *9 AM
- Wednesday: 7 AM, 8 AM, 11 PM
- Thursday: 9 AM, *12 AM, 7 PM
- Friday: *5 AM, 1 PM, 3 PM
- Saturday: 11 AM, 7 PM, 8 PM
- Sunday: 7 AM, 8 AM, 4 PM
- Engagement and viewership journey
Everybody wants to create viral posts, but few understand what it takes to make content that performs well beyond everyone's expectations.
The most important part is knowing where to start. Socialinsider can help you with this part.
Now, you can follow the engagement and viewership journey for every TikTok post in your selected time range, and see exactly when it goes viral. Tracking your posts' virality across several data points will give you the insights you need to create more potentially viral posts.
Here's how you do it, step by step:
- Connect a TikTok account in Socialinsider (your own or your competitors')
- Select that account from the left sidebar list to open the TikTok analytics dashboard
- Navigate the Posts section and choose a post
- Click on the "See more" button to discover all post details, including the new metrics
- Track the engagement and viewership journey to understand your posts' virality
- Watch rate
Watch rate represents how many people from your list of followers have seen your video content.
If this value is high, then congratulations! Your followers really love you and are always watching you, knowing about your every move. That's good for your brand awareness.
- Like rate
Like rate shows you how many users from your community have liked your posts in a specific time period.
If you are not doing it for the likes, but you still get them, then you are a star. The like rate reflects how much people love your content, showing that you are attuned with their preferances.
2.4. Find TikTok wins that are working for you
When starting your monthly or quarterly TikTok analytics report, you should not begin on a negative note.
Firstly, you need to look at what you have accomplished so far, what resources you have used, what budget you had and how long it took you to get here.
Then, it is time to see what it’s trending and what type of videos is more popular. By implementing different kinds of video content according to the latest trends, you will find out what your audience likes best.
Next, you should establish your content pillars and develop your videos on those specific principles.
Following a pattern based on your brand’s values makes it easier for you to create content and then accustom it to the latest TikTok trends.
This will help you see how your audience reacts and interacts with your video content and the changes you gradually implement.
2.5. Include a detailed competitor’s benchmarking analysis
Looking at your competitior’s benchmarking can help you get inspired for your future marketing campaigns. Monthly TikTok analytics reports offer you the right amount of data to measure your evolution.
Conducting your competitor’s analysis on TikTok helps you pinpoint their weaknesses and strengths, while trying to develop something better.
When looking at your competition, you need to take it step by step.
First, learn more about their number of followers, how their videos look like, and what elements from there inspire you.
Second, you should analyze the strategy they use when developing content, what patterns they follow and how they keep their audience engaged.
Finally, look at the metrics they have registered on a specific time period and compare them to your TikTok metrics.
Once you notice the differences, you will know what changes are necessary.
2.6. Add some actionable insights for the future
A useful TikTok analytics report does not only include lots of data with no conclusion. You also need to come up with some ideas you need to put into effect when designing your next marketing strategy.
Once you have all the data you need, it is time to think about your future actions that could empower the future of your business.
Your actionable insights are meant to challenge you to develop a brand new strategy better than the previous one.
Based on TikTok KPIs, you should use actionable insights to build a different future for your brand.
If you want to increase brand awareness, it is time to take advantage of hashtags and learn how to correctly use them.
In case your TikTok analytics report shows that you need to develop viral TikToks, here are some useful ideas for you:
Making viral TikTok videos is a total success that reflects into building brand recognition.
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In case you want to boost video plays, you should develop content with eye-candy effects and filters, to convince users to interact with them.
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Try to humanize your brand since statistics have shown that videos which include a human face have a greater number of views and plays.
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Virality on TikTok is about doing the things you thought are impossible and including latest trends ideas into your videos.
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A winning combo is telling a heart-warming story in which you can include your products and services and then adding some trending audio. This will surely bring a lot of video plays and smiles on your face.
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To make things even more fun, you can always try a collaboration with an influencer from your niche. This way, those who follow them are more likely to follow your brand as well, if the campaign is appealing enough.
The possibilities are endless as long as your creativity keeps flowing and your eyes are on the numbers to improve your strategy.
3. Download a FREE TikTok report template. PPT and XLS formats
Since marketers are terrified by the word and meaning of reporting, we are here to make things easier for all of you.
Finding a TikTok analytics report structure can be time saving and really helpful, when you have just got used to look at all the metrics.
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TikTok report templates
Here you'll find some TikTok reporting templates to help you better organize your data.
With these templates, you will be able to split all the important metrics into categories, being easier for you to develop a new marketing strategy afterwards.
What's included in these reports for TikTok:
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TikTok performance data
Start with your account’s performance first, including engagement, followers’ growth, the number of plays and profile growth.
This way, you will be able to make a distinction in evolution between two different time periods.
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Demographics insights
Next thing on your list should be insights about your audience.
Looking at followers’ metrics help you accustom your short-form video content to what your community likes to see.
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Post performance analytics
Your TikTok analytics report should also include individual posts performance to notice the gradual growth.
This way, you will be able to monitor your metrics increase.
Statistics about individual performance posts offer you insights about your audience’s preferences, too.
Therefore, you need to include this data in your report to learn how to better cater your community’s needs.
Final thoughts
Now that reports no longer sound so scary, you managed to learn everything you need to know to develop your own TikTok analytics report.
Hopefully our step by step guide, with a bunch of examples, will be helpful next time you want to look at the numbers to measure your performance.
Nothing compares to well-organized reports that support your next marketing strategy.
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