TikTok monitoring: How to get the most out of it?

How to monitor TikTok?

When it comes to TikTok monitoring, brands face a real challenge because not many platforms offer this service, and especially do not provide high-quality data. 

In the case of this social network, TikTok social listening tools are able to collect text mentions, analyze text on videos, recognize logos, and even monitor the use of stickers. The social media listening tool  YouScan is able to provide these capabilities with great coverage of the network. Using this tool, we will show how brands can benefit from TikTok analytics. 

In addition, you can use all the filters that are available for other social networks:

• Sentiment

• Auto-categories (World Of Mouth and different types of commercial posts)

• Geography

• Audience 

• Subjects 

• Trends, and more (see the picture below). 

TikTok listening capabilities

It is essential for every brand to track how many mentions and views it gets on Tik Tok and how often users leave likes, comments and make reposts. To track TikTok's data, we collected one month's mentions on Amazon that were made on the social network. 

It turned out that the brand got just less than half a million mentions but more than 500 million likes and comments and over 7 billion views on videos where it was shown. 

At the same time, Amazon didn't have any significant spikes in positive nor negative mentions. Social media users mainly left neutral reviews. 

TikTok monitoring of positive and negative comments

This is one of the essential areas for brands. By analyzing strengths and weaknesses, marketers can understand what disadvantages they can aim to get rid of to improve their offer whilst focusing on positive aspects they can mention in their campaigns.

In the case of Amazon, prices, usability, quality and functionality are among their top strengths. However, customer service comes out as pretty disappointing for users. The main reason for complaints was due to delivery conditions for prime users: clients mentioned that it took too long. 

Collaborations with influencers

Since the number of views is one of the most critical KPIs on TikTok, brands can see the number of views of videos created in collaboration with influencers compared to organic views. In the case of Amazon, organic views perform better. 

In addition, brands can track influencers who mention them. This list can also be ranged by the number of subscribers, engagement, etc. For instance, Tera.Nelli is a blogger who mentioned Amazon and has the most significant number of followers. 

This feature also helps to find new influencers for collaborations. Users can mention the brand when they simply like it and potentially it can be a great match for adverts since their audience is already prepared for content about the particular brand. 

Hashtag monitoring 

Social media listening tools give a perfect opportunity for hashtag monitoring. With it, you can track branded hashtags or different hashtags that can be used with specific products. You can benchmark hashtags against each other and see how they perform. 

Although the hashtag #amazon is the most frequently used on TikTok, #amazonfinds has more views because with this hashtag users post about  interesting, weird or useful products that they've found in the marketplace. 

Trend analysis 

With TikTok social listening, you can collect data without a specific request. For example, you can analyze all the posts that users have created on TikTok and see what trends they are discussing, what visuals and topics are popular, etc. 

As an example, we collected sample TikTok data to see what users posted about in one month. Here are several important insights we learned: 

1. Nike is the most popular brand logo on TikTok; the landscape is the most popular scene; and toddlers are the most frequently mentioned person. 

Sports brands are generally more prevalent on TikTok than other types of brands, while gyms, comfort and competitions are among the most frequent scenes and situations. In addition, fitness professionals are often recognized in the pictures as well. Therefore, sport was one of the most popular topics on TikTok in February 2023. 

2. TikTok videos are popular among people interested in parenting. 

In the same way, you can analyze information about TikTok’s audience – both  users in general and the TikTok users who mention your brand. While this social network can officially share gender data, some details about users like their top interests or occupations you are able to get using social media listening tools. 

For instance, family and parenting are the main interests of TikTok users, whileartist is the main occupation.

3. Users like to share something they’ve tried for the first time. 

One of the best ways to understand what users discuss on TikTok is to check which words are tending. In February 2023, users liked to share stories about something they did for the first time, talk about their best friends, and celebrate birthdays. 

At the same time, you can see seasonal topics that are popular. For instance, Valentine's Day was among the most discussed holidays. Another popular topic was the Super Bowl. 

You can get this data for all posts on TikTok related to your brand, competitors or any other topic you want to monitor. 

To learn more about TikTok listening, check out our latest research on TikTok trends and new facts about this social network. 

Benefits of TikTok monitoring 

TikTok is one of the world's fastest-growing apps with a huge audience and many opportunities for brands to reach their current and potential customers. 

TikTok social listening gives you several significant benefits: 

• Collect mentions without your brand's tag, but with your logo or text mentions in a video, and increase the number of posts in your mention stream.

• Analyze campaigns and collaborations with influencers, and see who brings you more views and engagement.

• Track how the perception of your brand changes over time, and look at the positive and negative sides of your brand.

• Check the trends gaining in popularity and see how to use them to promote your brand.

• Collect audience insights. 

If you want to see how you can benefit from TikTok monitoring, just try YouScan’s free demo.