Social media campaigns are defined by a set of long-term strategies and short-term tactics integrated to achieve certain objectives through social activities. This often includes rigorous content creation, influencer partnerships or even hiring music creators to amplify existing content.
Such an elaborate effort should not end without contributing to growth sustainability as a brand on TikTok. Therefore, it is crucial to analyze and evaluate marketing campaigns as it comes to an end. And if you do not know how to evaluate TikTok marketing campaign reports yet, here are a few pointers to get you started:
1. Total and Average Engagement
Engagement rate is the cornerstone of measuring TikTok performance, and other social media platforms for that matter. This includes the number of likes, comments, and shares. An objectively good TikTok campaign should strive to achieve engagement rates that are higher than that of your day-to-day average, so benchmark and take note of your average daily engagement as well. Additionally, you should analyze your performance competitively by comparing your metrics with your competitors’ on their TikTok profile posts or TikTok hashtag challenges.
2. Engagement Growth
Take a look at your TikTok analytics tool results and analyze the graphs over extended periods of time. This should enable you to notice the evolving behavior of your followers when it comes to interacting with your TikTok posts. A good TikTok post should receive traction early on in your campaign. This is because TikTok's algorithm pushes high-quality posts to display itself in front of more users, thereby resulting in instantly higher engagement rates, which also leads to more reach and views. If the engagement is good in the first couple of days, it will be shown to a larger group of people, so you should expect your engagement rate to continuously grow. Should it start to level off, that means your content is deemed not suitable for a broader set of audiences by TikTok’s algorithms, and your post will stop being pushed up users’ feeds by TikTok. This means you should consider your target audience when designing your TikTok campaign, and make sure that the content is focused to incite positive engagement from them.
The gold standard for successful social media marketing is virality. On TikTok, this means reaching a massive audience, with large engagement and participation, within a short span of time. Since virality usually happens so fast, it is often difficult to identify its inception and track its growth, which is why TikTok analytics would come in handy to dissect viral campaigns for marketers to figure out the ‘secret sauce’ to replicating another successful viral campaign. When analyzing TikTok hashtags, marketers can identify contributors who participated in the hashtag and sort them based on views, likes, comments, or shares to pinpoint TikTok posts that were pivotal to creating a viral TikTok campaign.
On TikTok, user-generated content (UGC) and mass participation are important as they form the first step to building consumer loyalty. As such, brands running TikTok campaigns should always have a call-to-action for viewers to participate and build a sense of large community among followers.
4. Best Time for Posting and Engagement
One of the most essential things to analyze on TikTok analytics is the time of engagement. This will show you at what time your audience is usually online and engaging, which is crucial for both daily TikTok posts and seasonal TikTok campaigns to maximize views and engagement. When certain TikTok campaigns don’t go according to plan, one of the first things to look at would be its posting schedule, and determine whether poor timing was a contributing factor to the TikTok campaign’s lackluster performance. Conversely, you can also benchmark against successful campaigns within your industry to find out when would be the best times to launch campaigns to maximize views and engagement.