The most important TikTok KPIs

January 27, 2021

TikTok has become one of the most relevant social media channels in a very short time. For Gen Z in particular, a TikTok account is a natural part of their app collection. With 800 million monthly active users, the short video platform is also very attractive for advertisers. But which KPIs are relevant for advertising campaigns on TikTok?

Content

  1. Key figures for advertising campaigns on TikTok
  2. TikTok Analytics: This is the data a business account sees
  3. Implementing a successful campaign on TikTok

1. Key figures for advertising campaigns on TikTok

Basically, the metrics for advertising campaigns on TikTok can be broken down as follows:

Reach:

  • Video views
  • Reach of a specific hashtag
  • Number of song plays (if a brand song is used in a campaign).

Engagement:

  • Number of likes
  • Number of comments
  • Number of shares

Virality

  • Number of videos in which the campaign hashtag is used
  • Number of videos in which the brand song is used

Conversions:

  • Increase in sales through the campaign
  • Increase in traffic to the website or social media channels.

Conversions in particular are difficult to measure, as TikTok does not offer an option to link for organic content. In this respect, the focus should rather be on the other KPIs and target the maximum awareness and branding through reach and interactions.

2. TikTok Analytics: This is the data a business account sees

A TikTok Influencer usually uses a TikTok Business Account. This allows him to evaluate various statistics and analyze how followers and content develop. The overview tab shows a summary of follower development, profile views and video views. If you click through the individual tabs, you will get more information about the content and followers:

TikTok Follower Insights

In this view, the influencer can see how the number of followers has developed over the last 7 or 28 days. In addition, he receives an overview of the demographic information of his followers: age, gender, country.

Another insight that is interesting for advertisers is the follower activity of an influencer. This shows when the followers are most active. Accordingly, the optimal time to publish a video can be selected.

TikTok Content Insights

In this tab, the influencer sees an analysis of his content performance over the last 7 days. The number of uploaded videos and a top 3 of the most viewed videos are displayed. By clicking on a video, the following key figures can be viewed:

  • Number of likes
  • Number of comments
  • Number of shares
  • Video views
  • Total playing time
  • Average playback time
  • Types of traffic sources
  • Audience areas

3. Implementing a successful campaign on TikTok

In order to successfully implement advertising campaigns on TikTok, the goals should be defined in advance based on the above-mentioned key figures. Is this a pure branding campaign to create awareness for the brand or a product, or should sales be boosted? The latter is not so easy at the moment due to the above-mentioned problem of missing possibilities for linking to external landing pages. Nevertheless, it is worthwhile to include TikTok in the marketing strategy and implement influencer campaigns. The app offers enormous potential and, relatively speaking, is still pretty much in its infancy, so companies that act as first movers have great opportunities to get Gen Z in particular excited about their brand.

Are you currently planning an influencer campaign on TikTok and have questions about it? Then feel free to contact our team of experts at commercial@reachbird.io!

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