It’s Time to Take TikTok Measurement Seriously

    • TikTok is now an essential part of an organization's digital strategy
    • Conviva drastically cuts time needed to gather TikTok data analytics

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(Conviva is a proud partner of Front Office Sports)

TikTok has grown up fairly quickly. It went from a fringe social network used by tweens to a must-have for every professional sports team and organization. As of now, more than 75% of the sports teams in the NFL, NBA, MLB, NHL, and MLS have accounts and are already putting up serious numbers. 

Now, as the platform hits 2 billion downloads, it’s clear that things are beginning to change. What was previously a carefree, easy to grow social network for content creators has shifted into a place of intense competition. As more creators, brands, and organizations join the platform, the level of quality viewers expect also increases. Creators are now forced to get increasingly savvy to grow their audience on a platform that once made it seem like anyone could become an instant influencer. One of the things creators and brands are doing to get ahead is starting to pay attention to their TikTok analytics. However, for brands and sports organizations with limited time, tracking TikTok analytics manually is not a quick, fun, or easy task.

As more teams and organizations spend time and resources on TikTok, there becomes an increased need to measure and quantify results on the platform. The difficult part is that there hasn’t been a unified platform to help organizations do that, until now. Today, Conviva revealed their latest addition to their Social Insights product: Conviva TikTok Analytics.  

Conviva TikTok Analytics is the first product that allows users to measure organic TikTok account performance in the same fashion as other social platforms. The platform allows you to track your TikTok views, engagement, and audience all in one place and brands are already jumping on board. 

“TikTok is NASCAR’s first new platform in more than five years,” said Chris Littman, NASCAR, Director of Social Media Strategy. “While our team spends a great deal of time creating compelling content on our channel, Conviva’s TikTok analytics will allow us to not only make data-driven decisions in publishing, but also share success stories in a way that’s more digestible to all of our internal stakeholders.”

Conviva’s press release details the following functionality for its new TikTok analytics: 

  • Accelerate time to insight with streamlined reporting. Typical social managers spend 80% of their time on data collection and only 20% on data analysis. Conviva Social Insights inverts this to 20% data collection and 80% data analysis with unified measurement across all major social platforms. Conviva TikTok Analytics further centralizes this cross-platform view with streamlined workflows. This liberates social media teams with additional bandwidth and operational efficiencies for deeper data analysis and actionable insights. 
  • Identify key themes, hashtags, and content that drive the most TikTok views and engagements. In turn, publishers can refine their content strategies to make more of what resonates on TikTok.
  • Benchmark performance around key tentpole events and integrate TikTok into ongoing branded content strategies. Conviva TikTok Analytics’ heightened transparency into followers and viewing behaviors enriches sponsorship and promotion opportunities around marquee and primetime events. 

“It is essential to have a measurement strategy in order to understand your investment in new and emerging social platforms,” said Nick Cicero, Conviva VP of Strategy. “Conviva Social Insights delivers customers a clear window into social performance across each of the leading platforms, now including TikTok, so they can assess how to allocate time and resources into making more engaging content for their audiences.”

To receive a demo of Conviva’s TikTok Analytics, click here to sign up.

Learn more about how TikTok fits into your social measurement strategy in a free webinar with Conviva, FOS, and the Miami Dolphins on May 27th.