When it comes to small business marketing, it pays to stick with what works, and it pays to try something new. Yes, you should do both as a small business marketer! If you have marketing tactics that are working well for you, returning a solid ROI, it makes sense to keep doing what you’re doing, but if you have other tactics that have gone stale or no longer provide a good return for money and efforts spent, it’ll benefit you to step out of your comfort zone and try something new. For many small business marketers, that’s TikTok. Here is how to read TikTok analytics to see if you are getting the results you want.
Social Media Examiner wrote a great article on TikTok and how to use it as a business marketer. Here are a few of their takeaway tips:
Here are a few more tips from Entrepreneur:
You might also want to consider advertising on TikTok. TikTok offers four different types of ads:
If you do try TikTok, be sure to create a Pro account for the analytics, which we will cover next.
Now for the analytics. The platform gives you performance metrics, including likes, comments, and shares for the three top posts each week. In addition to the numerical metrics, you also can see captions and TikTok hashtags used by these top videos. This is a great way to see what’s trending and maybe give you some new content ideas.
When you first go to the Analytics tab of your account, you will find followers as the first set of data provided. You can look at seven day and 28-day views. You will want to dig deeper into your followers’ analytics, so click the “Followers” tab to do so. That is where you will find information on gender and location demographics as well as follower activity, videos your followers watched, and songs your followers listened to.
To drill down to video data, you will again find the overview data on the overview tab. For more specific info, go to the Content tab, where you will see recent and trending posts, total likes, comments, shares, play time, traffic source, audience demographics, and more.
In summary, here are the data points you can see in TikTok analytics:
Most of these categories can be drilled down into a bit further so you can get a solid handle on demographics, similar content viewed/engaged by those engaging with your channel. It is not terribly dissimilar to what you can see on Facebook, Twitter, or YouTube. If you are familiar with looking at those analytics, you will easily understand what you are looking at in TikTok. Be sure to check out the hashtag portion of the analytics so you can see what’s trending and how you might use that for your own content.
Besides a good number of likes, follows, views, and other engagement, the big question to ask is: did you reach the audience you wanted to reach? Does that audience have the potential to either buy from your company or refer/influence others to buy from your company? While a new platform is fun and exciting, and high engagement is always thrilling, take an objective look at the data and demographics and determine if the time and money you spent will give you the ROI you want. Engage with a marketing professional to help you connect the dots from marketing efforts to sales if you’re not sure how.
If you have ventured into a new area of marketing to freshen up your efforts, congratulations! Just be sure to use TikTok analytics to determine your success.
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