TikTok Analytics to Check Into Before Working With Influencers
So, you want to work with TikTok influencers to market your brand on social media. Great! Although Instagram influencers still remain the most-used people to work within social networks in influencer campaigns, TikTok is rapidly catching up.
But when you set out to find TikTok creators for your campaign, how do you know which ones to choose? What makes one creator better than others? We’ve rounded up the TikTok analytics you should measure before selecting your social media collaborators. TikTok is THE destination for mobile videos. On TikTok, short-form videos are exciting, spontaneous, and genuine. All you have to do is watch, engage with what you like, skip what you don’t, and you’ll find an endless stream of short videos that feel personalized just for you.
Number of followers
While pure follower count might not be the most important metric of influencer success anymore, it’s definitely still relevant. A TikToker’s follower count gives you an idea of their reach, or in other words, how many people might see their content.
Second, followers affect influencer prices. Generally speaking, the higher an influencer’s follower count, the more they will charge brands for collaborations.
When evaluating followers, see if the influencer has had any sudden spikes in growth. This could be caused by a viral moment, or perhaps a collaboration with another influencer who has a larger following. But in the absence of any logical explanation, sudden jumps in followers could show that the influencer purchased fake followers.
Engagement rate
Engagement rate measured an influencer’s connection with their audience. If an influencer has a high engagement rate, it means their audience trusts them and enjoys their content. For many marketers, engagement rate is more important than the number of followers these days.
Different marketers calculate engagement rates differently. For TikTok, some may choose to include views as engagements or stick to pure interactions like likes and comments. We recommend the latter.
To calculate engagement, add up the total interactions on a post, divide by the number of followers, and multiply by 100. Do this for various posts and get an average.
When influencers have a high engagement rate, brands can leverage this in their campaigns. If followers place a high amount of trust in an influencer, they’re more likely to become interested in the brands that the influencer promotes.
Average views per video
In connection with engagement rate, look at average views per video. This shows you how many people usually see an influencer’s content. To calculate it, look at how many views an influencer gets on a sample of different videos, and then take the average.
Keep in mind that you don’t have to follow someone on TikTok to come across their videos. There might be users who find influencers’ content on their home screen or by using the Discover page.
This is why looking at just the number of followers can be deceptive. So when evaluating how many people might see campaign content you create with a certain influencer, analyze this metric in conjunction with the number of followers.
Video frequency and latest video
You should also check out when an influencer last uploaded a video. You want to choose someone who’s still active on TikTok. Sometimes life happens and an influencer might not post for a week or so because they’re busy. But when you see that an influencer hasn’t posted in several weeks or months, maybe consider other collaborators.
Likewise, look at an influencer’s video posting frequency. If someone posts very regularly, like various times per week, that means your brand would have less time at the forefront of the influencer’s profile. Likewise, if they post a lot of branded content, it might mean that your brand becomes just another sponsorship and followers tune out.
Content quality, type, and style
This isn’t exactly analytic, as you can’t really measure it in a quantifiable way. But it’s worth mentioning, as it’s also very important when choosing influencers for your TikTok campaigns.
Take a look at the creator’s content. Does it meet your standards? You’ll want to choose someone who can produce good quality videos, which means they need to have at least some basic equipment and editing knowledge.
Moreover, does their content align with your brand? Influencers should post in categories related to what your brand does, whether that’s as broad as lifestyle or as niche as vegan slow fashion.
Finally, does the influencer’s style go with yours? Do they uphold the values that matter to your brand? To make the collaboration come across as authentic as possible, you want to find people whose profiles make sense with your brand.
Conclusion
These are the basic TikTok analytics you should always evaluate when you set out to find creators for your marketing campaigns. Whatever method you use to find influencers, make sure you put in this small amount of extra legwork to ensure you’re choosing the best potential collaborators for your brand.
