Much like YouTube, despite primarily offering short-form video, TikTok’s also looking to help its creators get a better understanding of how their content’s performing, along with the specific elements that work in each clip. To do this, TikTok’s introducing a new Video Insights analytics element, which is now available in the reporting section of the TikTok Ads Manager.
Insightful
Users can now tap through the Reporting section of the Ads Manager to get more specific insights about how each of their clips is performing. As per TikTok:
“On the Video Insights home page, you can explore broader performance trends in your video library and compare against industry benchmarks for each metric. 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 overview provides data on comparative ad performance (pitted against industry benchmarks), insight into how specific elements in your clips are resonating, audience breakdown insights, and more.
TikTok says that these new insight elements will provide more guidance and direction on potential angles for your content, along with updates that you can test to improve performance.
“Try out different hooks, rearrange video elements, or make a new video based on the same topic, based on performance trends.”
Or, choosing to go deeper into specific aspects might also work:
“The video analysis drawer offers five dimensions for you to tap into the insights of an individual video: key frames, audience, Instant Page, Interactive Add-On, and comments.”
By analyzing the performance of each, you can start crafting a more effective strategy, based on what’s currently working with your audience. The best part about understanding analytics is that the data you’re getting isn’t static, meaning that as shifts happen in your audience, you’ll be able to pivot in line with the changes in their behavior and consumption habits. It’s not real-time, but it’s a way better indicator than having to guess.
The Wrap
It’s an interesting addition, especially when you consider that fewer insights tend to be derived from short-form content compared to long-form. Either way, it should provide a lot more data to chew on as you consider your TikTok strategy. Of course, there’s no such thing as over-optimization; don’t be afraid to go deeper with your analytics, it could just reveal some important findings that might further shape your approach.
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