TikTok stands out as a platform that continually evolves, leaving users and businesses with a myriad of questions. Metricool has taken the guesswork out of the equation by conducting this year a comprehensive study on TikTok. In this study, they analyzed a staggering 3,422,461 videos from 85,261 accounts, both personal and business, over a 180-day period. The aim? To provide creators, brands, and social media professionals with valuable insights to make informed decisions on their TikTok strategies.
The Study Sample
The scale of this TikTok study surpasses its predecessors, offering more accurate data and conclusions. The key changes in the sample include:
Videos increased by 79.39%.
Accounts increased by 75.47%.
Business accounts saw a remarkable 165.53% growth.
Videos from business accounts surged by 241.20%.
The study revealed notable trends in TikTok's environment, including a remarkable 165.53% surge in business accounts, indicating the platform's evolution into a professional space for brands. Longer videos, surpassing 54 seconds, attracted the highest number of views, with an average length increase of 12.2 seconds compared to the prior study. Additionally, visits from TikTok's search engine doubled, suggesting potential shifts in user behavior, while the engagement rate experienced a decline across all account sizes.
How to Use the TikTok Study
This analysis compiles data from various accounts to identify general trends on TikTok. However, it's advisable to complement this data with an analysis of your own TikTok strategy to gauge its evolution.
Personal vs. Business Accounts
On average, personal accounts, often associated with content creators, demonstrated a more active presence on the platform, surpassing the recommended posting frequency of 3 times per week. They consistently posted content at a higher rate than business accounts over an extended period. Additionally, personal accounts managed to secure a higher average number of views per video compared to their business counterparts. However, it's worth noting that business accounts saw a notable 35.72% increase in the average number of views per video compared to the previous study, indicating an improvement in their TikTok performance. In terms of engagement, personal accounts maintained a slight edge with an average of 1.5% more engagement per video, although both personal and business accounts experienced a decline in engagement when compared to the data from the previous study.
Size of TikTok Accounts and Its Influence
The study found that, in general, the number of views per follower increased for all account sizes. The size of an account did matter, particularly for engagement rates.
Video Length and Virality
The length of videos on TikTok correlated with account size, with larger accounts posting longer videos. Videos with the most views had an average duration of 54 seconds, a 12.2-second increase from the previous study. Longer videos also received more views and interactions.
Posting Frequency and Account Growth
Consistency is crucial on TikTok, and higher posting frequencies tend to lead to more interactions and views. However, maintaining a high posting frequency for two weeks appears to yield noticeable results.
Best Times to Post on TikTok
The study identified the best time to post on TikTok as 8 p.m. every day of the week, except for Saturdays, which is optimal at 6 p.m. The day with the highest average views was Tuesday, and Fridays and Saturdays were the days with the most comments.
Hashtags, Mentions, Sounds, Emojis: Boosting Reach
The study revealed that the "For You" section of TikTok was the primary source of views for videos, contributing to nearly 70% of views. The "Search" traffic source experienced significant growth, while hashtags and sounds had minimal influence on video reach. However, using trending sounds and hashtags can still impact TikTok's algorithm, potentially boosting your video's visibility.
In summary, Metricool's comprehensive TikTok study debunks misconceptions and offers actionable insights for both TikTok users and businesses. It emphasizes that neither likes nor views hold greater importance on TikTok, as they are closely interconnected. Moreover, it highlights that longer videos with robust engagement stand a higher chance of going viral, and maintaining a high posting frequency leads to enhanced interactions and views over a two-week period. The study also recommends posting at 8 p.m. on most days, with an exception for Saturdays at 6 p.m., as the optimal timing. While hashtags and sounds have a limited impact on traffic sources, they can still influence TikTok's algorithm. Overall, this research equips TikTok users and businesses with data-driven knowledge to excel in the ever-evolving realm of short-form video content.