TikTok is a short-form video app that has seen tremendous growth since launching in 2016, reaching over 1 billion monthly active users in 2021 (1). The app allows users to create and share 15-60 second videos, and its algorithmically curated For You page shows each user a personalized feed of content.
While TikTok provides creators with some basic analytics like views, likes, comments, and shares, it does not give full transparency into more detailed metrics. For example, TikTok does not provide creators with demographic data about their audience or traffic sources driving views. There are also limitations around comparing analytics over time and exporting full analytics reports (2). As a result, many creators feel frustrated by the lack of robust analytics provided natively within TikTok.
Why Full Analytics Aren’t Shown
TikTok was designed first and foremost as an entertainment platform, not a hardcore analytics tool like YouTube or Facebook. According to sources, TikTok purposefully limits the analytics available in order to encourage creativity and fun over obsessing about view counts and stats.
As explained by Planly.com, “TikTok wants creators to focus on making engaging videos that entertain the TikTok community instead of getting discouraged by poor view counts or analytics.” They intentionally keep some metrics hidden to avoid creators feeling disappointed if their videos don’t perform as hoped right away.
Additionally, TikTok targets a younger demographic and wants to promote positivity and self-expression over stressing about numbers. By keeping analytics basic, the focus remains on enjoying creating videos.
Types of Analytics Available
TikTok provides creators with some basic analytics through the app and Creator Portal to track video performance. According to TikTok’s Creator Portal, the main analytics available include:
- Views – The total number of times your video has been viewed.
- Likes – The total number of likes your video has received.
- Comments – The total number of comments your video has received.
- Shares – The number of times your video has been shared by users.
These metrics allow creators to track the reach and engagement for each video. However, TikTok does not provide more detailed analytics like demographics or traffic sources within the app.
Analytics Shown to Brands
Brand accounts on TikTok have access to more detailed analytics compared to personal accounts. This includes metrics on impressions, reach, engagement, clicks, followers, and more. Brands are able to view analytics on specific videos as well as aggregated performance data across campaigns and content categories. This allows them to measure content performance and optimize their TikTok strategy.
Brands running advertising campaigns on TikTok can also access campaign analytics. This includes detailed data on campaign reach, clicks, impressions, conversions, and audience demographics. TikTok provides reporting on real-time campaign performance as well as tools to track ROI. This enables brands to iterate and improve their paid marketing efforts on the platform.
According to one source, “TikTok analytics for brands within the ListenFirst platform. ListenFirst is not an official TikTok partner, and instead has built an analytics platform using TikTok’s API” (https://www.listenfirstmedia.com/listenfirst-announces-improved-paid-analytics-now-including-tiktok/). So while TikTok directly provides robust analytics for brands, third-parties have also developed additional analytics capabilities using TikTok’s tools.
Third-Party Analytics Tools
While TikTok provides basic analytics through its native analytics platform, many creators and brands turn to third-party tools to access more in-depth analytics and data.
Some popular third-party TikTok analytics tools include:
- HypeAuditor – Provides analytics on followers, engagement, hashtags, mentions, and more. Also offers competitor benchmarking and audience analysis.
- Popsters – Tracks views, likes, comments, shares, followers, watch time, and more. Also provides data on best posting times.
- Iconosquare – Offers engagement analytics, audience demographics, competitor benchmarking, and campaign management.
- SocialBook – Monitors views, likes, comments, followers, mentions, and compares TikTok analytics to other platforms.
These third-party tools give creators and brands access to valuable analytics not available on TikTok’s native analytics, like audience demographics, competitor benchmarking, and more in-depth engagement data. This allows for much more advanced analytics to optimize content and strategy.
How Creators Track Performance
Creators use a variety of metrics to track the performance of their videos on TikTok. Two key metrics are views and engagement. Views indicate how many times a video has been watched, while engagement refers to likes, comments, and shares.
TikTok’s analytics provide creators with real-time data on views and engagement. Creators can view total views as well as daily and hourly trends to see when their audience is most active. The number of likes, comments, and shares are also tracked to gauge audience reaction and engagement with each video (TikTok Creator Portal).
Hashtags and sounds are other important metrics creators monitor. TikTok allows tagging videos with relevant hashtags and using popular sounds to increase discoverability. Creators can see which hashtags and sounds are driving the most views and engagement for their content. Using trending hashtags and viral sounds is a key strategy to gain more visibility on TikTok (Hootsuite).
By regularly analyzing data on views, engagement, hashtags, and sounds, creators can refine their content strategy and optimize videos to perform better over time.
Why Creators Want More Analytics
Creators want more analytics from TikTok to better understand their audience and optimize their content strategy (https://www.tiktok.com/creators/creator-portal/en-us/tiktok-content-strategy/understanding-your-analytics/). With more granular data on views, likes, comments, shares, and more, creators can gain valuable insights into what resonates with their followers.
Access to more robust analytics would help creators make data-driven decisions about what types of videos to create, optimal posting times, relevant hashtags to use, and other best practices. While TikTok provides some basic performance metrics, creators desire analytics comparable to other platforms like YouTube and Instagram.
Full analytics give creators the ability to benchmark performance and compare how their content is doing across different platforms. With limited data, it’s challenging for creators to evaluate if a video is truly successful or how viewership on TikTok stacks up to other sites.
Overall, more analytics would empower creators to fine-tune content, maximize reach, and better cater to what viewers want to see. For creators trying to build their brand and following, analytics are an invaluable resource for understanding their audience.
TikTok’s Concerns
TikTok has expressed concerns over creators becoming overly focused on stats and analytics. The platform wants to discourage “clout chasing” behavior that prioritizes views and likes over creating quality content. Some research indicates constantly checking stats can lead to anxiety and poor mental health.
One study found the TikTok algorithm often surfaces content related to depression, anxiety, self-harm, and eating disorders (https://www.cnn.com/2023/01/11/tech/tiktok-teen-mental-health/index.html). While not intentional, the mix of stats obsession and potentially harmful content worries experts. TikTok aims to balance creator insights with user well-being.
Potential Changes in the Future
While TikTok currently limits the analytics available to creators, there are signs this could change over time as the platform continues to evolve. As TikTok becomes more established, it may begin providing creators access to more in-depth analytics and insights.
Many popular social platforms started with limited analytics capabilities early on. As they grew, user demands led them to share more performance data to help creators optimize their content. TikTok may follow a similar path as it matures.
In recent announcements, TikTok has suggested interest in giving creators access to more analytics. While not promising specifics, the company acknowledges creators want more insights to gauge their performance and grow their accounts. As TikTok builds out its creator tools, expanded analytics seem likely on the roadmap.
With proper data controls in place, TikTok may be amenable to providing creators access to analytics beyond simple view counts. Detailed metrics on traffic sources, viewer demographics, content performance, and more could help creators make data-driven decisions.
For now, TikTok analytics remain relatively basic. But over time, TikTok seems poised to give creators access to richer analytics – as long as solutions arise that address data privacy concerns.
Conclusion
In summary, TikTok limits the analytics available to regular users as part of their strategy to create an entertainment platform rather than a monetization platform. The app provides basic analytics like views, likes, comments, and shares to creators. More detailed analytics like traffic sources, viewer demographics, and watch time are only provided to brands using TikTok ads. While creators would benefit from expanded analytics, TikTok wants to keep the focus on enjoying and creating entertaining short videos. They likely limit public analytics to avoid creators fixating on performance metrics.
TikTok takes a different approach than other social platforms, aiming to provide an experience focused on joy, creativity and community over chasing views and money. The app gives creators enough data to understand their content’s reception, while limiting public analytics to discourage treating it like a business. While expanded analytics could help creators, TikTok wants to cultivate an environment where people create for the love of it.
