Brands are looking for ways to measure the effectiveness of their advertising campaigns, and TikTok is one platform that they should be considering.
TikTok is a social media app with over 500 million daily active users. It’s an excellent platform for brands to advertise on because it has a wide range of content, from short-form videos to live streaming. Since TikTok does not have an algorithm ranking system, brands are free to post their ad in the feed at any time while still reaching users that are interested in what they have to offer.
When brands regularly post promotional campaigns on TikTok, they can access user insights through the TikTok analytics dashboard. This dashboard will provide them with statistics about how many impressions and view times their ads received and how many people interacted with their posts by liking. These are how you measure the effectiveness of your TikTok campaigns.
Determine Your Metrics
The three goals of a promotional campaign are: to inform, persuade, and remind consumers about your product. The best way to define whether your campaigns are fulfilling these goals is to tie them to relevant metrics and check them using TikTok analytics.
The most common promotional campaign metrics are:
- Brand recognition: can your audience identify your brand among others?
- Brand awareness: are you a top-of-mind association?
- Brand consideration: are they interested in buying your products?
To gain more detailed information on the effectiveness of the TikTok campaign using TikTok analytics, these are the key metrics;
- Followers’ growth – The number of new followers your profile has received from the start date until the end date of the selected time range.
- Total posts – the total number of posts you published in a given period.
- Total engagement – The total engagement of the posts (likes, comments, and shares) is divided by the number of posts from the selected period. This metric will help you understand how many people are interacting with your posts. If your engagement is high, it means your strategy is sound.
- Average engagement rate per post – The average engagement per post is divided by the number of followers the page has multiplied by 100. These metrics will show you on average how many people interacted with each post during a specific period.
- Average engagement rate per profile – the total engagement per 100 followers.
- Top 3 posts – The 3 posts that have the highest engagement and engagement rate.
Taking Measurements
In carrying out this measurement, brands can see it with the analytics tools provided free of charge by each social media platform used. However, if you still need to get more detailed information which you cannot get with the features provided by the in-app TikTok analytics, you can also use various paid services which may provide more complete analysis features such as;
Analisa.io
Analisa.io is a social analytics tool that will help you get more insights to measure your TikTok influencers campaigns. It is needed because TikTok Pro only lets you analyze your profile, whereas, with Analisa.io, you can analyze any public TikTok Profile or TikTok Hashtag.
Melody Socials
Melody Socials is a tool specifically to search profiles on TikTok. And it is said that their database shows updates in real-time. Hence, it is as up-to-date as you can get.
Clout Meter
Clout Meter, another platform that you can use to analyze TikTok profiles. They offer growth statistics which is a pretty neat feature to identify the authenticity of the influencer.
Identify and Analyze Your Campaigns
The last critical step is to identify and analyze the ongoing marketing campaign. Thus, you can find out what made the campaign successful and which parts did not perform well. That way, brands can make the necessary adjustments to their next marketing campaigns. You can check these aspects at this stage:
- Check whether the goals and campaigns are aligned.
- Ensure whether the used digital contents are appropriate to support the marketing campaign objectives or not.
Summary
TikTok, as a fun and interactive social platform where users can create short videos and share them with their friends. Brands can also use TikTok as a marketing channel to engage with their audience through more creative content.
From the TikTok measuring campaign guide mentioned above, we hope it will help you measure your campaign effectiveness on TikTok using TikTok analytics. With those metrics in mind, it is easier for brands to evaluate different campaigns and figure out which one works best for them.
