Many who are just starting to market on TikTok, the popular social media platform, may feel that understanding the platform’s algorithm is difficult and requires experience and high understanding. Therefore, in this article, we will introduce TikTok Metrics or key marketing indicators on the platform that can be used to measure the results of various campaigns or content. We guarantee that if you read this to the end, you will be able to apply it to help improve the effectiveness of your marketing campaigns. If you’re ready, let’s get started.
5 TikTok Metrics Marketers Should Know
Most social media platforms have many Marketing Metrics, which often confuses creators or marketers about where to start. In this article, we will introduce 5 basic Metrics of the platform. Let’s take a look.
1.Engagement Rate by View
Engagement Rate by View or ER is a basic metric that helps you know how much interest or interaction your target audience has with that content. It is calculated based on various actions that occur with the content, whether it’s likes, comments, or shares, then divided by the total number of views.
According to the TikTok Benchmark Report in 2022, brands on average on TikTok receive an Engagement Rate by View of 5.8%, and there is a tendency to increase for accounts with more followers.
2.Engagement Rate by Follower
If you want to delve deeper into another engagement indicator, another interesting metric is Engagement Rate by Follower, which limits the engagement rate to only those who follow the account.
Let’s look at an example. The video below is from the Kylie Cosmetic channel, which has a total of 33 million views and an Engagement Rate Total of 3.11 million. The brand has 2.3 million followers and receives an Engagement Rate by Follower of 135%, which is higher than the average of 4.1%.
While another example from Beautycounter shows that, conversely, this channel has only 28,000 followers, a total of 2.2 million views, and receives an Engagement Rate Total of 109,000. However, the Engagement Rate by Follower is as high as 390%, which is more than twice the video from the Kylie Cosmetics channel.
Therefore, when comparing Engagement Rates, in addition to looking at the Engagement Rate Total, looking deeper at the channel’s followers will help brands improve the performance of their content more precisely.
3.Hashtags per Video
In terms of usage, hashtags on TikTok seem to have more influence on users than other platforms. The recommended usage of hashtags per content should be 3-5 hashtags, and they should be combined within related groups or trending topics. This will help viewers generally perceive the brand more.
4.Monthly Follower Growth Rate
For this metric, it is the average monthly follower growth rate over a selected period. It helps marketers understand whether the content in the channel consistently reaches and appeals to the general audience. Therefore, constantly checking follower growth will help identify the factors of the channel’s popularity and improve content effectively.
5.Follower Activity
For those who don’t know what time to upload content, looking at this metric will help you know insights about when your followers use TikTok. You can see the hours and days of the week when your followers use TikTok the most and least. This allows you to improve your posting strategy according to the appropriate time.
Concluding Remarks
Looking at the statistics and possibilities of the TikTok platform in 2023, it must be said that there is no sign of slowing down user growth. There is only an increase. Therefore, good marketers need to constantly monitor trends and use Analytics Tools to track and measure the effectiveness of every content to improve content to reach various target audiences in the long term.
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