How To Measure The Success Of A TikTok Influencer Marketing Campaign

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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.

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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. Weve noticed that a lot of brands still havent 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. Influencers 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 10000 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 doesnt 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 theyll see a "For You" page which is an optimized feed based on the users 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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