How To Measure The Success Of A TikTok Influencer Marketing Campaign

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How To Measure The Success Of A TikTok Influencer
Marketing Campaign

• Most people are aware that TikTok is the new
  popular social media app. The app has had over
  614 million downloads this year so far and 1.5
  billion total downloads on the App Store and
  Google Play. While TikTok is a fun app, it should
  also be recognized as a digital marketing tool
  for brand awareness and user acquisition.

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How To Measure The Success Of A TikTok Influencer
Marketing Campaign

• Most people are aware that TikTok is the new
  popular social media app. The app has had over
  614 million downloads this year so far and 1.5
  billion total downloads on the App Store and
  Google Play. While TikTok is a fun app, it should
  also be recognized as a digital marketing tool
  for brand awareness and user acquisition.
• At our agency, we have helped reputable
  companies, such as music labels, with their
  TikTok marketing campaigns. We've noticed that a
  lot of brands still haven't grasped the concept
  of TikTok metrics and are unable to tell whether
  a marketing campaign has failed or succeeded.

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I have decided to list the most important metrics
that each brand and company should look at to
analyze during and at the end of an influencer
campaign on TikTok. Please note that this article
will only talk about organic influencer marketing
campaigns and not paid media or display ads
activities, and for this reason, you will not see
any reference to PPC or direct CPI/CPA. Influencer
s And Content Creators On TikTok First, it is
crucial to understand the difference between an
influencer and a content creator. An influencer,
as the word clearly describes, influences others.
This can be a micro-influencer with only 10,000
followers but who has an amazing engagement rate,
or a macro-influencer with millions of views. The
most important aspect is that this person is able
to influence his or her audience in doing
something it can be buying a new product or
trying a new place. On the other hand, a content
creator is someone who creates content this
person can be a photographer that captures
amazing moments, but it doesn't mean necessarily
that this user will be able to influence others.
That said, we as an agency are mostly looking for
influencers more than content creators in order
to provide not only good content but also brand
awareness and conversions. Moreover, having an
influencer creating your next TikTok video can be
fundamental to creating a domino effect of
user-generated videos. In fact, when any user
opens TikTok, they'll see a "For You" page, which
is an optimized feed based on the user's
interests. Choosing a great TikTok influencer can
increase your chances to be featured on this
page. What To Track
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Below, you can find all the metrics that I
recommend brands calculate for a TikTok
influencer marketing campaign. Some of these
metrics can be easily calculated manually just by
looking at the data on each specific video, or
you can use paid tools to track them Total
views across all UGC videos Total hearts
(equivalent to likes) across all UGC videos
Total comments across all UGC videos Average
engagement rate across all UGC videos Total
shares across all UGC videos Total reach of a
specific hashtag Number of replays of a
specific song Total of user-generated videos
using a specific hashtag
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