Until recently, TikTok has taken the world by storm. Around 70% of brands on the platform measure the ROI (Return on Investment) of their TikTok video branding campaigns. But how exactly can brands measure their TikTok marketing results? And what are the effective tips to make your TikTok campaign more successful?
In this guide, we’ll answer all these questions and cover everything you need to know about measuring the ROI of TikTok video campaigns.
Let’s get started.
Table of Contents
Why TikTok Video Branding Matters?
Short-form video or vertical video is a preferred content type used by brands for marketing on TikTok. Brands can connect with their target audiences using the TikTok video branding and achieve results.
It’s important because…
1. Building Recognition and Trust
TikTok flourishes with trends, challenges, and storytelling, creating a space where genuine content connects with viewers and gets recognition. Successful brands understand the importance of combining their messaging with enjoyable, relatable content that resonates with users’ interest, helping g brands build recognition and trust with potential customers.
2. Provides Professionalized Exposure
The TikTok algorithm personalizes the feed for each user, allowing smaller brands to connect with their target audience without requiring a large number of followers.
Having a focused outreach is a major benefit for companies seeking to engage with particular or specialized demographics.
3. Easy-to-Use Creative Tools
TikTok provides a range of editing features, filters, and effects, allowing users of any skill level to create attention-grabbing videos with ease. This evens out the competition, enabling brands of any size to produce engaging content that resonates with the audience.
4. Driving Engagement
TikTok promotes a feeling of community through its emphasis on content created by users. Brands can engage with users directly, prompting comments, shares, and reactions. This approach aids in fostering trust and loyalty in a manner that is authentic and captivating.
Over time, TikTok’s popularity has soared and many brands are leveraging this platform’s video marketing to reap all the above-mentioned benefits.
Key Factors Behind TikTok Growth
You won’t be surprised to know that by the end of 2024, TikTok will reach 1.8 billion monthly active users. This growing popularity is due to its innovative features and is based on several factors, including algorithm, interface, and user-generated content.
First, TikTok’s algorithm makes it a highly addictive app since it personalized the user experience and displays content specific to the viewing habits.
Second, this app does not require you to have any prior experience in creating and editing videos. It comes equipped with tons of editing features and a clear interface, allowing you to create high-quality videos without any hassle.
Lastly, TikTok boosts a sense of community with user-generated content. Also, leveraging this platform many TikTok branded content creators have become celebrities in their own right and want to keep track of major metrics. These metrics highlight audience interests, and popular trends, and allow brands to grow their presence on the platform.
Why Understanding TikTok's Key Metrics is Essential?
Here are a few reasons for understanding the key metrics of TikTok videos.
- Understand audience behavior:
With TikTok’s insights, you can better understand how your audience interacts with your videos. Besides, data such as the most watched videos with higher engagement, duration of watched videos, etc., enables you to make informed decisions about the type of content to create in the future. - Identify trends:
Whether you want to know the well-performing hashtags, the most popular video effects, or music, TikTok insights help you identify them. With this information, you can stay on top of the latest trends and create content that attracts your audience’s attention. - Optimization:
If you analyze the video data, you can not only identify areas of improvement but also optimize your content. - Track the progress:
To set goals and benchmark your content’s growth on TikTok, it is essential to track the progress of your content.
Knowing the importance of major metrics enables you to track and optimize them effectively.
What are the Key Metrics for TikTok Branding ROI?
Without further ado, let’s explore the right key metrics to make the most out of TikTok video branding for small business or a large one.
1. Engagement Rate
You can measure the level of audience interaction with influencer-generated content. It is presented as the number of likes, comments, shares, and other engagements in relation to the influencer’s overall follower count or audience reach.
Calculate your engagement rate by dividing the overall engagement count from a specific campaign by the total reach (number of followers). Next, take that result and multiply it by 100 to obtain a percentage.
You can set engagement standards by examining industry norms and evaluating previous campaigns. This helps you compare your campaign’s engagement rate to these benchmarks, and gain insights into how well it is performing compared to other campaigns and industry standards.
2. Reach and Impressions
The number of users who have access to your content is called reach, while impression is the number of times your content was viewed. The higher the reach and impression the more expanding and visibility your brand has on TikTok.
This metric also gives you an idea whether your content needs improvements or not.
3. Follower Growth
One of the valuable metrics for measuring return on investment of video branding on TikTok is follower growth. It refers to an increase in the number of social media subscribers. You can calculate it using the formula:
Follower Growth Rate = (New Followers – Lost Followers) / Initial Followers × 100
Wondering what is the key to consistent follower growth? Engaging content and captivating and high-quality videos enable boost your follower growth rate and video branding.
4. Conversions
It is typically the action that you desire your audience to take after viewing your content. Conversions can be achieved when a potential customer visits your website, signs up for your newsletter, or makes a purchase. Since it can directly impact your ROI, you can measure your conversions from TikTok using tools.
You can calculate your conversion rate by dividing the number of conversions generated by the campaign by the total number of clicks on the campaign’s call-to-action (CTA) link or promo code. After that, you can calculate your conversion rate percentage by simply multiplying your result by 100.
Besides, a few other metrics that we recommend you to measure for TikTok video branding are:
Video views | The number of views a video gets during a specific time. |
Video views at 50% | The number of users who have watched the video is up to 50%. This metric allows you to get an estimate of the qualitative views you have achieved. |
Video views of 6 seconds | The number of views you obtained in 6 seconds of your video. |
CPM | Cost per thousand impressions. |
Strategies to Improve TikTok Marketing ROI
Nothing beats TikTok when it comes to reaching and engaging with your potential customers worldwide. However, to succeed on TikTok, you need to follow some tips for marketing on TikTok that help improve your ROI.
- Define your marketing goals and KPIs:
Ensure you have a clear picture of your objectives and how you can measure your success. Based on your goals, you can define KPIs that cater to your objectives and help you track your results. For instance, if driving traffic is your objective, metrics such as clicks, click-through rate (CTR), cost per click (CPC), and bounce rate help measure these objectives. While, you can use metrics such as impressions, views, impressions, followers, and reach if you aim to boost brand awareness. - Choose the right Ad format:
Select the TikTok ad format that suits your marketing needs, target audience, and budget. You can use top-view video ads if you want to showcase your product in a full-screen immersive experience. Besides, you can enhance your creatives using features, such as stickers, music, effects, and filters.
Test and Improve:
Test and optimize your TikTok campaigns based on insights. This helps improve your marketing ROI. You can use tools such as TikTok Ads Manager to analyze your performance and Google Analytics to measure conversions. Additionally, by keeping an eye on the latest trends you can adjust your strategy.
FAQs
Final Words
Consistent branding and measuring the ROI of TikTok video branding allows you to connect with your audiences and optimize your performance strategy. Furthermore, you can make your videos more appealing using tools such as Editvideo.io. that offers the best TikTok editing service. Plus, we offer a 14-day free trial to decide before making a purchase.
