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TikTok Provides an Overview of its Analytics Tools

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Yes, TikTok remains under a cloud, and yes, there are ongoing concerns about its data-sharing and moderation processes. For some, that will mean that they’ll look to avoid the app entirely, but many others are still looking at ways to tap into the video platform’s popularity, and in particular, its reach with younger audiences.

How you view TikTok will come down to your own perception of the various issues at hand, and your concerns around such, but for those who are looking to maximize their TikTok presence, TikTok has this week published some new pointers on how to make best use of its analytics tools, which are available on TikTok Pro accounts.

TikTok analytics

Your first step, of course, is to switch to a Pro account – you can do this by:

  1. From your profile page, open the Privacy and Settings tab
  2. Choose “Manage My Account”
  3. Tap “Switch to Pro Account” 

From there, you need to select the category for your pro account – ‘Creator’ or ‘Business’. You then enter the topic category for your profile, and any additional details as requested (mostly basic), and that’s it – you now have a TikTok Pro account.

You can access TikTok analytics from within the app or on desktop:

“Once you’ve switched, you’ll find your analytics in the “Pro Account” page of your settings. On desktop, you can access the Analytics page by hovering over your profile photo in the upper-right corner of your screen and clicking “View Analytics.” You can also download and export your Analytics directly to your computer when you access TikTok from your desktop device.”

That’s a handy note for businesses, giving them more ways to manage their TikTok presence from their home base.

As you can see in the screenshots above, there are three elements to TikTok analytics:

Overview – The Overview section provides a general summary of your account’s performance over time. “You’ll see the total number of times your videos were viewed, the number of users who follow your account, and the number of times your profile was viewed.” 

Content – Here you can see a listing of your uploads from the past seven days, in order of newest to oldest videos. You can also see videos that are trending on your account. “These are the top nine videos with the fastest growth in view numbers over the past seven days.” 

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Followers – And the last tab is ‘Followers’, which displays your follower count over time so you can view trends in audience growth. You can also access an overview of total likes, comments, and shares that your videos have received. 

As with all social platforms, TikTok’s analytics data provides guidance as to how you can improve your performance, and maximize your content efforts. 

Though TikTok does note that:

“In reviewing your analytics, we recommend considering the big picture of your video performance over time. Lots of factors determine how content is recommended in the For You feed, so no one engagement metric is necessarily more important than another as you survey how your videos are performing.”

Indeed, TikTok also recently provided an overview of how its feed algorithm works, and it’s important to understand the key factors it considers as indicative of relevance, and/or popularity, in working to improve your performance. 

But definitely, if you’re serious about maximizing your TikTok efforts, it’s worth switching to a Pro account and getting access to its advanced analytics tools. Given that TikTok’s algorithm is different to other platforms, it can also be harder to predict future success. But the more insight you have, the better.   

Socialmediatoday.com

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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