Navigating TikTok Analytics

If you’re new to TikTok, you might not know that it has experienced significant growth in the last couple years. In the last quarter of 2018, there were more downloads for TikTok than there were for Instagram, YouTube, and Facebook for both iOS and Android devices.

You might think TikTok is just another short-form video app, but it has captivated its audience who love to watch videos one-after-another.

Many brands are now using the app for their marketing. There are a number of influencers who are willing to partner and help you expand your reach. In this article, we will look at the most interesting statistics that will encourage you to use TikTok for marketing.

In February 2019, TikTok reached its first billion downloads. The app took just under eight months to gain half a billion more. Instagram took 6 years to reach 500 million users – TikTok did it in 2 years.

TikTok now has over 800 million active users – and is continuing to grow. When the Vine app was at its peak, it had 200 million users. (Twitter in an epic failure, shuddered the service.)

More Than 800 Million Users

TikTok has about 80 million monthly active users in the United States. 60% are female, 40% are male. 60% are between the ages of 16-24.

While there were certain threats to shut the app down, it looks like TikTok will continue the thrive and keep the social media landscape more competitive in both the US and beyond!

The TikTok Audience is Young

TikTok isn’t quite as youthful as you think. The percentage of U.S.-based TikTok users by age: 10-19 – 32.5%, 20-29 – 29.5%, 30-39 – 16.4%, 40-49 – 13.9%, 50+ – 7.1%. This means that the TikTok userbase growing up quickly.

56% of TikTok users are male and 44% are female. Roughly 50% of TikTok’s global audience is under the age of 34 with 26% between 18 and 24.

60 Minutes / Day on TikTok

The average amount of time spent by a TikTok user on the platform is about 52 minutes every day. This statistic is taking the social media world by storm. In comparison, users spend around 58 minutes on Facebook, 53 minutes on Instagram, and 49 minutes on Snapchat – and these platforms have been around much longer.

Huge Increase With In-App Advertising

In 2019, TikTok brought in about $200 million to $300 million in revenue worldwide, a figure that hasn’t previously been reported. In 2020, TikTok aims to generate $500 million in revenue from the U.S. alone, according to insiders. Employees say the efforts to monetize TikTok are still in their infancy.

Hashtag challenges bolster Engagement Levels

The #tumbleweedchallenge created by Tonight Show host Jimmy Fallon, resulted in over 9 million video views and 8,000 user-created videos. Fallon was so impressed, that he is now a brand partner with TikTok. Another hashtag challenge that has seen incredible results is #raindropchallenge. Users utilized filters to stop the rain from falling. This challenge generated more than 690 million views since it started.

See How Well You’re Doing With TikTok Analytics

When you’re marketing on TikTok, it’s essential that you monitor your performance regularly. If you don’t do this, you have no way of knowing whether or not your strategy is working.

Fortunately, TikTok has created a useful analytics package to identify all of your important metrics. Success with TikTok marketing is all about engagement and the analytics package shows you how well you’re doing. The analytics on TikTok is a bit basic, but they’ll continue to improve as the platform grows.

Change to a Pro Account

If you have a normal TikTok user account, then you’ll need to switch to a Pro account to use the analytics package. This change is simple, free, and will provide you with some great insights! All you need to do to convert to a Pro account is the following:

  • Go to your profile and tap on ‘Manage My Account’
  • Click on the ‘Switch to Pro Account’ link
  • Choose the category for your TikTok account
  • Enter your mobile number and verify the code

When you first create your TikTok account, we recommend you switch to a Pro account immediately so the analytics system can start recording your data right away. Just be aware that certain music won’t work with a pro account if you plan on showing off your crazy dance moves.

Analytics Categories

After switching to a Pro account, you’ll see an “Analytics” option in your profile settings. When you tap on this, you’ll see your analytics dashboard. If your account is new, it will a few days for data to build up and display metrics for you.

Within your TikTok analytics dashboard, you’ll see 3 categories. These are:

  1. Your profile overview
  2. Content insights
  3. Follower insights

There are tabs available for each at the top of the screen. When you select one, you’ll see more detail and be able to analyze the numbers.

Profile Overview

Here you can see how well your TikTok profile is performing. The screen displays total profile views, total video views, and total followers. You’ll see the video views first and choose whether you want to look at these on a weekly or monthly period. There’s also a daily breakdown for most of the analytics.

Content Insights

Here you can find some very useful stats for all of your video posts. The metrics are:

  • Total hearts (likes) for the post
  • Total comments for the post
  • Total shares for the post
  • Total video play time
  • Total views
  • Average watch time
  • Sources of traffic
  • Audience territories

You will see the audience territories broken down to the country-level, such as the United States, UK, etc.

Follower Insights

Here you receive a top-level view of your audience demographics. You’ll see audience numbers per country by percentage and broken down by gender.

Is TikTok Right For You and Your Brand?

There’s an easy way to find out if TikTok is right for you. Unlike Instagram hashtags which have been watered down over the years and aren’t very effective at growing an audience quickly, TikTok’s hashtags are dynamic and work very well for follower growth. Find your niche on TikTok. Even the most “adult” hashtags like “content marketing” and “stock trading” have found a home and audience on the platform. Go search for yourself and see where your brand fits in! 

Don’t wait… the clock is, well, tiktoking. :/

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