Track and Optimize - TikTok adds Analytics to Videos

TikTok has added a new analytics feature, in its Reporting Section of the TikTok Ads Manager so the creators will now be able to track the performance of their creations. According to TikTok, you can “click any video to open up deeper insights, including frame-by-frame engagement, ad spending over time, audience breakdown, and even comment analysis by sentiment and theme”.

This new feature enables the creator to track various kinds of data about the videos. They can compare the performance of their ads with industry standards and gain insight into how the various elements in the video clips are performing.

It is possible to track even how specific elements in clips resonate! Insights about the audience are also available. Based on all the performance trends, the creator can tweak the videos to optimize them, or create more along the same lines, if the appreciation levels are high.

It is also possible to dig further and deeper into five aspects such as key frames, audience, Instant Page, Interactive Add-On, and comments.

Videos are a strong communication tool whose popularity has soared even more with the recent pandemic. Audience consumption of videos is so high that a large number of brands are starting to use videos to communicate a message or create brand salience or engage with their customers.

Not to belabor the obvious, the most crucial aspect of TikTok is the content. It naturally follows that the content that is created needs to be fresh, creative and something that resonates truly with its audiences.

Now, instead of working heuristically, through repeated trial and error, in a quest to create something that is engaging and that which resonates with one’s audiences, it is now possible to work with a strong data backing. It is possible to know for a fact, what works and what doesn’t. So creators can create more videos along the same lines. Or they can find problem spots (a frame by frame analysis is possible) and tweak and optimize them for better performance.

Data-backed decision making is always better than shooting in the dark. And with this new feature, creators can now produce even better content, now that they have the data to show them what works and what doesn’t!