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Social Media Marketing

TikTok Organic: Key Metrics to Track for Maximum Engagement

By Aarti Bhanushali
27 November 2023

Tick-tock, tick-tock… No, it’s not the clock; it’s the sound of the world syncing up to the unstoppable rhythm of TikTok.

Picture this: In 2022, the average Joe and Jane were spending a whopping 151 minutes per day scrolling, liking, and sharing on social media – that’s over two and a half hours of emojis, memes, and dog videos. 🐶

As of October 2023, the USA has the largest TikTok audience, boasting 143 million users. That’s right, from sunny California beaches to the bustling streets of New York, Americans are swiping and tapping away on TikTok more than ever before.

As TikTok remains a prominent force in social media, it becomes increasingly important for content creators and marketers to grasp and monitor the appropriate metrics. Our guide will shed light on the most significant TikTok metrics. We have some exciting news for those looking for a more efficient way to track these metrics. Stay tuned.

Top TikTok Metrics to Track for Success

Watch Time

This is a vital metric, indicating how long viewers stay on your video. A higher watch time, especially one that exceeds the video length, suggests strong audience engagement and interest.


The number of shares a video receives is critical. High share counts often correlate with higher viral potential, meaning viewers actively spread your content.

Audience Geography

Understanding where your viewers are from can help tailor your content. Videos that reach beyond your local sphere indicate broader appeal and success in engaging diverse audiences.

Video Views Over Time

Tracking views over different time frames (like 28 days) helps you understand content performance trends and identify which videos drive the most engagement.

Follower Insights

The ‘sounds your followers listen to’ and ‘videos your followers are watching’ sections in the follower analytics provide valuable insights into your audience’s preferences, helping you craft more targeted and appealing content.

When it comes to assessing the organic reach of a website, these indicators can be divided into two categories: content-focused indicators and profile-specific indicators.

Profile Analysis Metrics for TikTok

You could think of these metrics as a report card for TikTok that you’d love to show off.

Video Views

This metric shows the total number of views across all videos. It’s a direct indicator of your content’s reach and popularity. High view counts can impress clients by demonstrating your agency’s ability to create compelling content that attracts viewers. You want this in your TikTok client report.

Profile Views

Tracking how many users visit a TikTok profile is crucial for brand visibility. For clients, this number reflects the potential customer or audience interest in their brand, which is essential for campaigns focused on brand awareness and recognition.

Likes and Comments

These are key engagement metrics—many likes are often associated with brand approval and customer satisfaction. At the same time, comments are typically direct feedback from the audience, which can be invaluable for shaping future marketing strategies and product development.


The frequency of shares reflects a video’s viral potential. A high share count suggests the content is compelling enough for viewers to share with their network, increasing organic reach. Clients benefit from this as it amplifies brand exposure and can lead to new audience acquisition.

Content Performance Metrics for TikTok

Think of these metrics like adding up every minute your fans watch your videos – movie marathon, anyone?

Total Play Time

This measures the cumulative time spent by viewers on the videos. This metric helps assess the overall engagement with the content. For clients, longer total play times indicate effective content that keeps viewers interested, which is crucial for sustained brand engagement.

Average Watch Time

It indicates how long, on average, viewers watch a video. This metric is vital for understanding content engagement depth. For clients, a higher average watch time proposes that the content is engaging and holds the viewer’s attention, a key factor for successful messaging and branding.

Watched Full Video

The count of total video views signifies the content’s ability to retain viewer attention until the end. This metric is essential as it suggests that the entire message or brand story is being consumed, increasing the likelihood of your CTA being fulfilled.

Reached Audience

This shows the number of unique users who have seen the video. This metric reflects the breadth of audience engagement, which is critical for campaigns aiming to maximize reach.

Video Play

The number of plays a video receives offers insights into its appeal and reach. For digital marketers, this helps understand what kind of content performs best. Clients benefit from this knowledge as it guides the creation of more effective future content.

Engagement Metrics: Likes, Comments, Shares, Save

These engagement metrics provide a comprehensive view of how users interact with the content. They help you refine content strategies to boost engagement. High engagement rates often correlate with increased brand awareness and customer interaction for clients.


This measures the total spread of a video, showing how far the content is traveling across the platform. Understanding reach is crucial for targeting and optimizing content distribution for digital marketers. Clients value this metric as it reflects the potential size of the audience exposed to their brand.

Why These TikTok Metrics Matter
  • They provide a clear picture of content performance and audience engagement.
  • Insights gained can guide content strategy and improve your ability to create viral content.
  • Understanding your audience’s preferences and behaviors helps create more relevant and engaging content.

TikTok Reporting Template

Expert Tips for Maximizing TikTok Organic Reach

  • Stay Authentic: Remember, organic engagement thrives on authenticity. Craft content that genuinely resonates with your audience.
  • Leverage Trends Wisely: While trending content can boost visibility, ensure it aligns with your brand identity and messaging.
  • Engage Actively: Don’t just post content; engage with your audience through comments, challenges, and collaborations.
  • Analyze and Adapt: Regularly review your TikTok analytics to understand what works and refine your strategy accordingly.

Swydo’s TikTok Reporting Template: Your Analytics Partner

We see you. We know you need to visualize your TikTok marketing data — quickly and simply. And that’s why Swydo exists. Our platform streamlines the chore of converting complex metrics into A1 TikTok reports and dashboards.

All so you can better understand— and share—your insights. How is Swydo different from other TikTok client reporting tools? Others target generic data analytics. Swydo focuses on digital marketers’ specific needs and wants.

With Swydo, you can include your TikTok Ads and organic metrics in one report—our promise: a streamlined, user-friendly experience. Request a demo and create your free marketing report in minutes. For the whole experience, sign up for a free 14-day trial.