Despite the ongoing concerns about TikTok's data-sharing and moderation processes, many others are still looking for ways to tap into the video platform's popularity especially with the younger audience.
TikTok recently published a tutorial on how to make the best use of its analytics tools. According to TikTok, they created the TikTok Analytics to help users observe the performance of their videos and measure their reach and impact. To access Analytics, you'll first have to switch to a Pro Account. You can do this by:
From your profile page, open the Privacy and Settings tab
Choose "Manage My Account"
Tap "Switch to Pro Account"
TikTok says that once you've switched, you'll find your analytics in the "Pro Account" page of your settings. On desktop, you can access the Analytics page by hovering over your profile photo in the upper-right corner of your screen and clicking "View Analytics." You can also download and export your Analytics directly to your computer when you access TikTok from your desktop device.
You'll find three sections on the Analytics page: Overview, Content, and Followers.
The Overview provides a high-level summary of your account's performance over time. You'll see the total number of times your videos were viewed, the number of users who follow your account, and the number of times your profile was viewed.
In the Content section, you can see your videos from the last seven days in order of newest to oldest videos. You can also see the videos that are trending on your account. These are the top nine videos with the fastest growth in view numbers over the past seven days.
You can also view your following count over time and observe the trend of your account's audience growth. You'll see an overview of the total likes, comments, and shares your videos have received.
There are also analytics available for each video you share. Video analytics will help you understand how long viewers watched a video, the total views the video received, its average watch time, and more information about audience traffic.
Like with other social platforms, TikTok's analytics data provides guidance as to how you can improve your performance, and maximize your content efforts.
Though TikTok does note that:
"In reviewing your analytics, we recommend considering the big picture of your video performance over time. Lots of factors determine how content is recommended in the For You feed, so no one engagement metric is necessarily more important than another as you survey how your videos are performing." Source: https://newsroom.tiktok.com/en-us/product-tutorial-tiktok-analytics