You're measuring wrong metrics on TikTok
Number of views and followers are vanity metrics
Happy New Year!
Wishing for an even bigger and better year for your startup!
I had to take a couple of months and my brother (who is also my business partner) was filling in with with TikTok Ads content!
And now I am back to with more TikTok/Reels tips!
Metrics to Measure on TikTok
So as you know TikTok is a discovery platform. It is the platform to get brand reach and eventually brand awareness. Most startups confuse the two and chase the wrong metrics first.
Brand reach refers to the number of people who are exposed to your message, while brand awareness refers to the degree to which a your brand is recognized by a particular audience.
You won’t get brand awareness until there’s a brand reach on the platform
Metrics to measure brand reach
Number of likes+saves+shares
Please do not measure number of views. You could do something silly or something clickbait like to hack the views but it does not create an impact on the audience. It does not help you in any way
Your engagement metrics measure the impact your content is creating on your audience which helps you build authority.Number of people visiting your profile
I am sure your goal is not just to go viral but to actually get users or more visitors to your website right?
Measure how many people break from their doom scrolling to check out your profile. To me that sends a strong signal that the content is impactful. It signals that audience is genuinely curious about your brand and your product/services
The more people visit your profile, the more are likely going to click on your website.Start optimizing your content not for views on the video but on your profile
Once you’re able to consistently create an impact and establish authority, now start measuring it.
Metrics to measure your brand awareness
Profile visits to followers ratio
You don’t need to measure a million metrics. You only need one.
Just measure the % of people who’re following you based on your profile views.
This signals that people are now recognizing your brand and authority. They’re giving you their permission to show up on their feed more often.
Note: this is a proxy measure as people could follow you without visiting your profile.
From TikTok Newsroom
TikTok is rolling out a new feature called "Why this video" which will allow users to understand why a specific video is recommended to them.
When this is rolled out, this could be a powerful research tool. You can reverse engineer the data to understand how you can get your content in front of your target audience.
You can read more about this feature
And that’s a wrap!
When you’re ready, here’s how can I help
Book a 1on1 call with me if you need me to audit your account or help creating content strategy for your account (8 spots left this month)