TikTok audience data | Product release notes

👋 📊 We know that many brands want to be able to compare creator audience insights across Instagram and TikTok, so we implemented new TikTok creator audience data in-platform!

Phase 1 (LIVE)

• Added high-level audience data (pie charts/bar graphs) at the top of the Audience & Analytics tab
• Users can now easily view and analyze audience demographics and characteristics through visual representations

Phase 2 (ETA 07/01)

• Implemented graphs/charts of data points over time at the bottom of the Audience & Analytics tab
• The graphs will automatically populate with data starting from July 1, as we needed a few weeks to gather the required information

New Feature Details (Phase 1)

1. Engagement Rate

• Introduced an Engagement Rate (ER) equation: Engagement count (likes + shares + comments) / video views
• Users can now compare their engagement rate with their community and gain insights into audience interaction

2. View to Follower Ratio

• Implemented impression to follower ratio (IG) and views equivalent to impressions (TT) for enhanced analytics
• Users can better understand the ratio between views/impressions and their follower count

3. Audience Activity

• Added a percentage indicator of a creator’s audience that has opened the TikTok app in the last 30 days
• This metric determines the audience authenticity score, providing insights into audience engagement

4. Audience Authenticity Score (based on Audience Activity, above)

• Introduced an audience authenticity score based on audience activity:
  • Low: Below 25% audience activity
  • Medium: Between 25% and 60% audience activity
  • High: Above 60% audience activity
• This score helps creators gauge the level of engagement and authenticity of their audience

5. Age Range

• Note: TikTok doesn’t provide the same age groups available as IG
• Age groups are not broken down by gender, unlike IG’s functionality

6. Gender Breakdown

• Similar to IG, the gender breakdown may not add up to 100% due to the nature of the data
• Not all users elect to self-identify their gender, therefore we do not collect this data

7. Top States

• Added a feature to display the top states where a creator’s audience is located

8. Top Countries

• Provided insights into the top countries where a creator’s audience is located

9. Empty States

• For those creators who have not authenticated their TikTok (needs_relink), we are unable to display audience data
• When the creator re-authenticates their TikTok, we’ll be able to display data on their creator profile