If you’re managing a branded TikTok account but not really sure what you should be tracking and measuring for success, then read on. Whether you’re new to TikTok, have been using the platform for a while or have inherited the channel from your predecessor, this article will provide you with the guidance to help you better understand the metrics you should be measuring, optimum video length, how to use hashtags and the power of choosing the right audio.

Maya Behzadi is a TikTok Strategist at BIG little LDN and Co-Head of BIG Shot, our collective of young people born after 1997. In her role, Maya has helped brands like Birds Eye, Luna Daily, Spontex and Forbidden Planet as well as taking ownership of BIG little LDN’s very own TikTok account. As a TikTok native, A-Level student gaining valuable marketing experience on the side, Maya is a powerful asset to brands who want to know how they can maximise their efforts on the fastest growing social media platform. In this article, she shares knowledge and insights that can be immediately adopted into your marketing plan.

Understanding the TikTok metrics you should be using and why

Metrics are extremely important when understanding what is and isn’t working on your page. TikTok is known to be an app with the most engaging algorithm making it easy and effortless to view content personalised to your own interests. This has created sides of TikTok where people tend to find a community of content on specific topics.  

Yet in order to thrive a brand must understand the community they want to tap into. Found in the business suite section of your profile, analytics, will provide an insight into what resonates well with your audience through important metrics that can determine whether you are reaching your community or not.

What is the most important TikTok metric?

Your best indicator of success on TikTok is views and likes. These metrics are important as they directly relate to one other. You can compare views each month to understand where your content hasn’t hit targets it was supposed to and understand why it didn’t work on this platform. Generally speaking, the increase or decrease of likes will be relative to that of views.

Without having the right amount of views it will be difficult to gain further engagement. So in order to gather those views the main objectives an account needs to tick is the use of trending sounds, hashtags, snappy content.

What is the optimum length of a TikTok?

It has been found that videos between 21-34 seconds do the best on TikTok. This is because people want videos to be an ‘easy’ watch, not having to retain lots of information and allowing audience to enjoy quick, snappy content. This is also enough time for the films to not be too short - too long and people will lose interest, too short and you run the risk of losing any meaning.

Why should you use hashtags and how will hashtags help your TikTok video?

Hashtags are the perfect way to navigate your way through the ‘For You Page’ (fyp), to the correct audience. On TikTok hashtags can be used as another form of identifying what your video is about and the certain themes it explores.

By using hashtags that are fyp centred (#foryou) can secure a chances of being featured on the fyp and then using a hashtag relevant to the video you are creating. For example, if you were to join in on the viral heart shaped cake trend, then your could use #heartcake (with 386.2 million views) and #fyp. The optimum amount of hashtags being 3-5.  

To find hashtags suitable to your content you can, just before posting, tap on any hashtag or type what you wanted your hashtag to be, and see all similar hashtags and how many views they have gained. This can determine the popularity of the hashtag, so choosing the one with the most views is advised as long as it’s still staying true to what your content is showcasing.  

Why use trending sounds on TikTok?

Trending sounds are the best when it comes to getting your video the most views. When using artists that are popular on TikTok or particular sounds that have a trend associated with it, it will boost your video onto the fyp for many different people. Finding a TikTok sound can be as easy as just scrolling through the fyp to find a sound that pairs well with your idea or you can find other selection of sounds in the ‘add sound’ bar as you go to create a TikTok.  

Next steps for your brand

It can be difficult to take on a brand-new channel and do it well when resources are tight. Mastering TikTok can feel like learning a foreign language. Even with dedication, for the non-natives it can take time to learn how to create content that’s going to get the most eyeballs for your brand. That’s why we have BIG Shot. A collective of young people born after 1997 who instinctively know how to maximise visibility on the platform, so you don’t have to. What you can achieve in months, they can in hours.  

Plus, by working with BIG Shot you get to support the next generation of budding marketeers looking to expand their work experience and career development.  

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Fancy a chat? Get in touch with Emma, Holly, Sophie and Alice – talk@biglittlelondon.com.

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