TikTok is a video-based social media platform with over 1 billion monthly users. When determining what success looks like on the platform, many jump to metrics like views and likes to see how content is performing. While views and likes can be important, there are more dimensions and metrics that help give insight into how a brand’s content is capturing the interest of viewers, as well as growing its audience. Here are some metrics and how you can use them to track your success on TikTok:

1. Watched Full Video – TikTok Analytics provides the Average Watch Time for videos, as well as the Watched Full Video percentage (video completion rate). This metric is helpful when analyzing what content your audience is most interested in watching to full length; that way, you will know how long you should be making your videos. The Watched Full Video percentage can also be used to calculate how many video views resulted in a completion.

2. Engagement Rate – Likes, comments and shares alone don’t add much context to how well a video is performing; by adding all three together and dividing by the number of video views ((Likes + Comments + Shares)/Video Views), you are able to calculate the engagement rate and can compare post performance more effectively.

3. Profile Views – This metric is especially important when running a brand’s TikTok. Profile views can help you understand if your content is driving interest in the overall brand and the products/services you provide.

4. Acceleration of Video Views – To see which of your videos are not only gaining views, but gaining views the fastest, go to the Content tab in TikTok Analytics and click the Trending tab; here, you’ll see your videos that have garnered the most video views in the past seven days, regardless of when you posted them. This can help you see what topics surrounding your brand people are actively interested in. Trending videos is also a great place to see if you have any older content that is picking up more views, implying you may need to revisit that topic or content.

5. Follower Growth – Tracking your follower growth percentage Week over Week and Month over Month can help you monitor the growth of your brand’s audience. Tracking this over time can give you insights into what content is helping you grow your audience the most.

It is important to note that TikTok Analytics stores data for 28 days before it expired, so it is a good idea to export and save data regularly to track the long-term progress of your success on one of the fastest-growing social media platforms.