Table of Content
- Introduction
- What is a TikTok Audit?
- Step by step guide to conduct a TikTok audit
- Conclusion
Introduction
The first rule of digital marketing is chasing your audience or their attention, to be precise. This has made brands almost omnipresent digitally. Even an app like Tiktok has been made a suitable channel for marketing, with its engagement rate at almost 7%.
But merely establishing a presence and posting content cannot achieve the optimal results. A TikTok audit can help a great deal to run an analysis on your content.
What is a TikTok Audit?
TikTok audit is an analysis of your content to assess the engagement of the brand content. It helps the brand recognise its strengths, weaknesses, what’s engaging and informative and what’s not.
Step by step guide to conduct a TikTok audit
- Know your aims and goals
The first step to a successful campaign is setting your goals. Work your way backwards from the output you desire from your vision before developing a strategy. These marketing goals can range from brand awareness to lead conversion.
To determine their aims, marketers can ask questions pertaining to the expectation from the campaign, the impact it wants to have on the consumer base, if it is strictly informative or engaging, how it should affect the sales.
This helps to chart out a map to your marketing destination. Once you are aware of the expectations you’ve set, it will be easy to gauge if the marketing goals align with your TikTok efforts and results.
- Analyse your TikTok efforts
A thorough analysis of a TikTok profile cannot be reduced to engagement rate alone, a lot hinges on the non-content elements of TikTok. Let’s delve into some of these and why these need to be considered when looking at the metrics –
- Profile Picture – This is the first brand element that audience or potential consumer interacts with, hence it should be eye catching. The minimal requirement for an appropriate TikTok business profile should be clear and of high quality. There is very limited scope of communication here so it should ideally be the brand logo.
- Bio – This is an introductory communication between the brand and the potential consumer, so the message here should align with brand identity and value. A good bio makes the consumer want to explore more in the same domain, so this is a chance to convince your consumer base to scroll down and consume more content. It is crucial to update your bio while retaining brand identity at regular intervals to keep it fresh and engaging. Although, TikTok only offers 80-character-limit bio, you can ensure this by including relevant keywords and evoking curiosity.
- CTA (Call To Action) – A CTA gives a direction to the consumer’s curiosity, it serves as a reminder to engage with the brand. It is a critical step towards educating the consumer base about the brand. It can be as simple as a hook and an active verb instructing the consumer about the next step.
- Resources – TikTok only allows one URL to be posted on the profile, so it is suggested to create a link that acts as a directory for a new audience. Through this they will be redirected to sites that provide more relevant information about your brand.
- Assess your TikTok content
It’s now time to analyze the content on your TikTok profile. This includes dissecting the top performing videos, tracking the frequency of your content and ensuring that the visuals of the content align with the tonality of the brand.
This consistency signifies professionalism in the mind of the audience and helps in associating the brand with a certain palette and terminology.
The brand also needs to be consistent with its efforts, so this helps in understanding and adjusting the frequency.
After this, you can access the basic TikTok metrics on the dashboard or even use third- party apps like Upfluence and to get in-depth insights about engagement rates, impressions and demographics.
- Take a look at the TikTok engagement stats
TikTok provides you with the stats from the last 7, 30 and 60 days and these give you a fair idea about the engagement rate of your TikTok content.
- Run a TikTok Hashtag Audit
Using relevant and trendy hashtags are key to a successful TikTok account. The first step is to check the most searched hashtags.
While it can be beneficial to use trendy hashtags but only when they are relevant. It helps you introduce potentially beneficial hashtags.
Having a brand hashtag has also proven to be beneficial since it groups all the campaigns of a brand under one blanket-hashtag and makes it easier to recognise the brand.
- Analyze your TikTok follower demographic
Analyzing your follower base and learning about their patterns and identity rubrics like age, hobbies, geographical distribution, the time they’re most active at, education etc. gives you a better idea about their content expectations from you.
This also helps to analyze your content from an ideal lens, to see why a piece of content worked or did not work and craft content that could serve the follower base.
Conclusion
Conducting an audit of your TikTok page might seem complicated and cumbersome at first but the results we get by the end of it make it worth the effort. Like any other marketing effort, even audits need to be consistent, hence should be performed monthly or quarterly.
The results tracked over a period of time makes the process of effective communication much easier and your ultimate goal of marketing success only a matter of time.
