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TikTok Unveils Expanded, Richer Video Insights For Businesses

TikTok already offers some of the best free social media creative and trends insights in the business. Be it natively within the TikTok app or via its Creative Center desktop interface, TikTok offers a treasure trove of insights for savvy marketers, copywriters and creatives.

Further enhancing this, TikTok has recently rolled out new rich Video Insights.

Available within the Reporting section of TikTok Ads Manager, Video Insights will allow brands to explore performance trends and compare them against industry benchmarks for each metric.

TikTok says that it’ll help marketers overcome common challenges such as:

  • Being unaware of which elements affect performance.
  • Failing to understand which version of an ad is the most effective.
  • The inability to know how video metrics evolve over time.
  • How a video performs against competitors.

Easy to access and use

Once you’re inside TikTok Ads Manager, it’s easy to find these new insights.

TikTok for Business

“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.”

The devil is in the data

On an individual video analysis page, marketers will be about to look at key frame analysis, audience breakdown, instant page and interactive add-on activity and individual video comment insights.

Advertisers can compare video performance across metrics like total cost, CPC, CPM or custom columns. While the Data Overview Bar gives you a look at previous days’ ad spend, the total number of active video creatives and the number of videos created today, in the last seven days and all-time.

Video Insights also has a feature called the Video Analysis Drawer, in which you can view five key data points:

  1. Key Frame Analysis. Advertisers can pick two metrics to analyse and the system will then show how those metrics are expressed in terms of your video. TikTok gives an example.

“For example, if you choose Clicks and Video Views, the Key Frame Analysis graph will show you how many clicks and video views were generated in each specific key frame, broken down in seconds, of their video creative.”

  1. Trend Line. The Trend Line graph lets advertisers view how two metrics trend over time in your video, broken down in days.
  2. Audience Breakdown. The Audience Breakdown shows an overview of the audience that interacts with your video in age, gender, location and device.
  3. Instant Page and Interactive Add-On. Advertisers will be shown key metrics such as how your audience has interacted with your Instant Pages and Interactive Add-Ons.
  4. Comments Analysis. The Comments tab shows comments specific to the video that your audience is watching.

An easy way to see the big picture

Deeper analysis should help businesses to gain a big-picture understanding of their performance, which marketers can then turn into a successful strategy.

For example, marketers could take note of the key metrics across all videos and see which types of videos were the most successful. You can then compare your most successful videos against industry benchmarks to see how well they really performed.

TikTok’s industry benchmarks cover everything from Education & Training to Food and Drink, Real Estate, Games, Travel, Primary Sector and much more. Offering a more practical interpretation of how marketers track versus their industry peers.

Advertisers can also use the trend analysis graph on the home page to get some quick insights into top-performing videos. Look at metrics like impressions, conversions and click-through rates to see what’s working best and use that to plan your next campaign.

Furthermore, click-through rates can be used to identify high-potential videos that could work even better with the right tweaks. To do so, use comparison analysis to see which content has a

high click-through rate and low cost.

TikTok

“Try out different hooks, rearrange video elements, or make a new video based on the same topic.”

Marketers can also use the video comparison tool to see aggregated data on a group of videos, which can be used to gain a more thorough understanding of content.

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