TikTok’s growth in 2019 – 2020
According to Greenroom’s Influencer Marketing report 2019, “Marketers find better results on Instagram with Millenials and seem to shift to Facebook when their brand wants to target Gen X (39 – 55). Whereas, brands catering to Gen Z had a very interesting mix of Instagram and TikTok. TikTok has been a recent, yet promising entry into the influencer marketing sphere in 2019.”
But the truth remains that TikTok influencers and marketing are still relatively new and there is undoubtedly very little information on how to calculate the success of these campaigns. Brands have just started getting their head around TikTok metrics and struggling to determine the real success of marketing campaigns. Here, Greenroom will draft some of the key metrics for brands planning to launch a TikTok campaign.
How to calculate different TikTok metrics?
When collaborating with an influencer on TikTok, you can request their analytics access to understand how your campaign has fared. Below, we will look at different analytics that can be used to understand campaigns, conversion and even the kind of audience that a brand needs to target.
How to calculate TikTok Reach
Here are the two elements where reach can play a role in TikTok
- Total video views specify reach of the content
- Total reach of your hashtag
How to calculate TikTok Engagement
On Facebook and Instagram, brands tend to look at one key metric before choosing an influencer to partner with – engagement rate. Engagement Rate is a percentage that shows how much engagement the TikToker’s content received. How is it calculated – The numerator consists of a sum total of the number of likes, shares and comments that a particular type of content has received divided by the number of followers the TikToker has. This result is then multiplied into 100 for a percentage result.
Naturally, the higher the engagement rate, the better engagement for a campaign generated by a certain influencer. It is a vital number to look at before zeroing in on an influencer on TikTok.
- The total amount of likes (hearts)
- Total number of comments
- The total amount of shares
Average engament rate formula= ((Number of likes + number of comments + number of shares) / number of followers) X 100
Let’s calculate for the above post. Flying Machine did a #flyingmachinesplit challenge.
Average engagement = ((1144000+557)/16,70,00,00)*100 = 7.18%
The above formula works for one single piece of content. To calculate the entire profile’s engagement rate, add the overall likes and comments of the last 15 videos and divide them by the number of followers. This result should be multiplied by 100 for a percentage number.
How to understand TikTok Virality:
Here are the necessary parameters to be calculated to assess virality on TikTok
- Total number of fan-made videos using your brand campaign’s hashtag
- Number of replays of your video
Brand conversions from campaigns:
- Spike in sales on e-commerce
- Increased website or social media traffic
- Also, you can look at indirect metrics like – increase in the songs playing on Spotify, Apple Music, etc.TikTok conversion are still hard to track for one reason – the app’s organic videos do not have the possibility of adding a clickable link to send traffic to an e-commerce or landing page. But the inside news is that TikTok should be making this option available soon.
In order to maximize your brand’s chances of virality, we suggest using an original, brand selected hashtag as part of the hashtag challenge. The influencers’ followers are likely to follow and create their own videos challenging another influencer. This could possibly increase the brand’s total reach and reduce the cost per view.
When hiring a TikToker, you can request their analytics data. Analytics can be used to understand Tiktoker’s accounts growth and audiences content preferences, as well as detailed information about followers.
TikTok engagement rate based on influencer category:
We analyzed hundreds of TikTok profiles to assess if the engagement rate fluctuates for different categories. TikTok’s engagement rate is one of its key attraction points – the platform has a better engagement rate than those of its competitors Instagram and Facebook making it a great prospect for brands.
|INFLUENCER CATEGORY||AVERAGE ENGAGEMENT RATE|
|Macro Influencer||3% – 5%|
|Micro Influencer||6.2% – 7.8%|
|Mega Influencer||6.6% – 7.2%|
|Celebrity||8.5% – 9.7%|
TikToker’s account data from analytics:
Apart from direct brand content and video metric, getting access to the Tiktoker’s analytics can also help a marketer with audiences’ content preferences, as well as detailed information about followers.
Data to be noted before collaborating with an influencer
- Total video views ( Last 7 or 28 days)
- New followers(Last 7 or 28 days)
- Total profile views (Last 7 or 28 days)
- Content performance (Last 7 days)
- Influencers trending video data (Last 7 days)
As well, in TikTok analytics, you can see what type of content has performed best.
Tiktoker’s audience data from analytics:
- Demographics (locations and gender)
- Follower activity( days and times being active)
- Videos followers have watched Last 7 days)
- Sounds followers have listened the most (Last 7 days)
TikTok influencer marketing campaigns can be very successful and massively increase brand exposure. However, the brands that wish to engage with Influencer marketing on TikTok, should do their homework prior to collaborations. It is vital for the brands to know their goals and what kind of metrics matter the most in their current campaign. This insight data can give the brand a good outlook on TikToker’s activity and what audience content preferences are.
If you are a brand looking to run a TikTok campaign or a TikTok influencer, do let us know your thoughts below in the comments section or you can also visit our website, Facebook, Twitter or Instagram pages to reach out to us.