In the bustling world of social media, TikTok has managed to stand out as a platform of choice for influencer marketing. A true global phenomenon, the TikTok social network records more than “1 billion” active users worldwide in 2023, including nearly 15 million in France.
Short, engaging, captivating videos, inviting users to stay longer on the app: product recommendations, education, entertainment, tutorials, testimonials,… the possibilities are endless, and some content creators have understood well how to boost their visibility.
Particularly popular among Generation Z, with 72% of users aged 16 to 24 in France, TikTok positions itself as THE high-potential platform for brands. The goal? Engage today’s and tomorrow’s consumers.
TikTok users are 1.5 times more likely to purchase a product they discovered on the platform compared to users of other platforms (Source: TikTok Marketing Science Global Retail Path To Purchase Study 2021 by Material)
But the success of content on TikTok is not measured only in terms of likes or followers, often perceived (wrongly) as sufficient indicators…
Here are the 6 KPIs to follow and master to measure the performance of your content on this social network, and especially, the influence campaigns conducted with content creators.
Table des matières
Indicator #1: The Quantity of Videos Produced
The first indicator to consider: the number of videos produced. This KPI is especially interesting for an influence campaign, when selecting the content creators you plan to collaborate with.
It may seem basic, but the number of videos published is often correlated to account growth, provided, of course, that the content shared generates sufficient interactions and consistent visibility (preferably increasing!).
The total number of videos published also allows you to know the general activity of the influencer: is the latter very active and offers new content daily? Or is their use more rare or irregular?
Note: to succeed in performing on TikTok and “stimulate” the algorithm, it is recommended to post between 1 to 3 videos per day according to a study by Metricool. A sustained rhythm that can require a certain amount of work if “it” concerns brand accounts.
Indicator #2: The Number of Views for Each Publication
The number of video views? An essential indicator! But to count as “a” view on TikTok, the video must be watched for at least 5 seconds.
Why look at this indicator? Because it shows that the strategy followed is the right one! If the video is posted as part of an event or product influence campaign, and the number of views is high, it’s a sign that:
- You have selected the right influencer;
- The creative brief was clear, inspiring, and original;
- The theme and content of the video align with the platform’s trends (trending music, relevant hashtags, inspiring / entertaining / educational topic appropriate for the target audience…)
In which case, you’ll have every interest in reusing the video in Social Ads, for your sponsored advertisements. UGC ads are indeed on the rise: lower-cost content for brands, and above all, a much higher conversion rate!
To go further: the ultimate TikTok guide to guarantee virality and engagement in the beauty sector (creative briefs, tips, video topic ideas, etc).
Indicator #3: The Average Engagement Rate per Post
Another essential KPI to measure the effectiveness and success of a campaign: the average engagement rate per post, whose calculation formulas differ depending on the desired information.
However, influencer marketing professionals prefer two methods for calculating an engagement rate on social networks:
- The first formula consists of adding up the interactions (likes and comments on the post), then dividing the result by the number of followers, before multiplying the result by 100. You get a percentage that reflects the engagement of the influencer’s audience with the content they’ve shared, and thus, logically, its relevance!
This formula is the simplest because these data are visible to everyone on TikTok. But it doesn’t take into account the number of people who actually saw the post on the network! On TikTok, the algorithm is designed to push publications in the “for you” (pour toi) feed to potentially interested users.
- The second formula allows you to calculate the engagement rate based on its effective reach (reach), rather than on the number of followers of the content creator. To do this, simply add up the interactions (likes + comments + shares), then divide the result by the number of views and multiply by 100.
If you want to know more, this article is for you: everything you need to know about the influencer engagement rate
Note: from the Trustt dashboard, brands have access to the average engagement rate per campaign and details of the average engagement rates of TikTok videos published by influencers (in relation to the number of views and the number of followers). This is valuable information for identifying content to reuse for sponsored ads.
Indicator #4: The total number of interactions per post and per campaign
The total number of interactions per post and per campaign remains a good indicator to monitor. Basic, certainly, but worth mentioning! This indicator takes into account likes, comments, as well as shares, which are widely used on the TikTok social network.
This KPI gives an idea of the impact of the content on the audience, whether they are followers or non-followers! At the end of an influencer campaign, it is always relevant to make an assessment of the cumulative interactions of the videos from the content creators you chose to collaborate with.
Indicator #5: Account growth in number of followers
The total evolution of followers corresponds to the number of new followers over a given period, and thus to the overall evolution of the account’s notoriety.
This indicator is visible only by the owner of a TikTok pro account (creator or business) in the statistics, available from the application or on a computer.
To access this KPI, you need to use a third-party tool to know the evolution of the account of a content creator you want to work with and the relevance of working with them in the long term.
Note: this data is available from Trustt by visiting the profile of candidates who have a TikTok account.
Indicator #6: The performance of a specific hashtag
Hashtags, those famous little words or expressions chosen and added in the video description to stimulate the algorithm and make it appear in the feed of users with similar interests…
You can (and should!) not only follow the trending hashtags (tendances) from the TikTok search bar or on the Creative Center, but also track the performance of a specific hashtag to calculate the ROI of your campaign.
Note: with Trustt, create a unique and specific hashtag for each campaign to benefit from the automatic tracking of posted videos and know the global reach, generated interactions, average engagement rate, etc.
Want to launch TikTok campaigns that really work? Offer tailor-made creative briefs to affinity influencers? Track all their performances on a single dashboard?
Easy:
Do you want to measure the impact of your influencer campaign on TikTok? In this case, it’s important to track 6 essential KPIs: the total quantity of videos produced by the TikTok account, the evolution of the number of followers, the number of views for each publication, and the average engagement rate per post.
According to the latest published studies, the best time to post on TikTok is between 6 AM and 7 AM local time or in the evening between 7 PM and 11 PM. Of course, this may vary depending on the target audience and their geographical location, so it’s best to test different times to find the one that performs best! As for the ideal day, the best days to post on this social platform are Tuesday, Thursday, and Friday.
