Between May and November 2019, advertising spent on TikTok spiked 75 times according to the Singular ROI Index, a research that identifies top ad networks based on Return on Investment (ROI). This number is pivotal, considering that many more marketers have hopped on the bandwagon to grab user attention on TikTok in Q1 2020 ever since global lockdowns accelerated user growth and engagement on the sensational short-form video platform.
Arguably, TikTok is currently among the best social platforms to build fast and viral brand awareness. Its proprietary AI/ML algorithms and geo-location placements ensure that businesses’ content is distributed to intended target audiences to optimise conversions and marketing goals. In any marketing campaign that involves budget spending, it is in the business’ best interest to maximise ROI, and oftentimes in the digital space, this means having to plan campaign strategies in a data-driven fashion to predict audience behaviours and incite the right reaction towards your social media campaign. Here are some of the ways TikTok analytics can help you with that.
Helping You Choose The Right Influencers. TikTok is brimming with up-and-coming influencers and international mega-stars. With so many options to choose from, you certainly need the help of data to improve the precision of your choice. TikTok analytics can help you in two ways:
Firstly, you can analyse profiles to find what type of content they create. TikTok analytics allows you to find hashtags, captions, top posts, and therefore collect the insights of what kind of TikTok challenges they participate in and how they perform in it. And then, you can ask yourselves, are these the types of content you are going to create? If so, then these are probably the influencers your brand should collaborate with.
Secondly, TikTok analytics gives you a detailed account of engagement. It shows how engagement increases within a long period of time, their average engagement, and with the visual insights they provide, you can see how quickly they can receive engagement. The quicker they receive engagement, the higher probability that your campaign will be shown to more audiences by the TikTok algorithm.
Optimise For Maximum TikTok Engagement, in Shares, Likes, or Comments. Engagements may be largely affected by content and creativity, especially on TikTok. However, we must be aware that ultimately, TikTok is an AI-driven app that requires you to gain momentum in order to receive more traction. What does this mean? Momentum is driven by several factors on TikTok: posting time, hashtags, and sounds. These are the main ways a TikTok user can maximise discoverability of video posts.
Posting time is best decided when you have a knowledge of what time your industry’s consumers are usually online and what time they are usually engaging. These data are presented by TikTok analytics so you can post at an optimal time. This can be done by researching your competitors or influencers that are relevant to your brand.
Hashtags and sounds can be found through profile and hashtags analytics, by seeing which are the profiles’ top posts and how popular hashtags are performing. You can tap and view the sounds used on those popular hashtagged posts and decide on which ones you can participate in and which ones you want to emulate in your campaign.
Driving TikTok Conversions. Content wise, TikTok is able to help you decide on content that resonates with your audience most. This isn’t just a matter of creativity, but also a data-driven method of communication that is necessary to boost conversions, and thereby ROI.
This includes and reinforces aforementioned factors: posting time, hashtags, sounds. But beyond that, TikTok analytics also helps you learn the modes of communication that successful profiles use by showing top captions and mentions to see how and who a brand or influencer frequently interacts with, as well as showing data on how these interactions perform in terms of receiving comments, mentions, and tagged duets.
Ultimately, as a brand or marketer, you need to maximise your chances of achieving high ROIs. Although TikTok is generally effective in launching campaigns and ads, you don’t want to miss the possibility of reaching a broader set of audiences and converting more users. Data-driven approaches are always better than random trial-and-errors, and the best way to achieve the former is by equipping yourself with TikTok analytics tools to sharpen your TikTok marketing strategy.
