TikTok: Introducing Video Insights

Stunning update from TikTok giving us new video insights and data to fuel ad creatives. Read on!

TikTok is a short-form video sharing platform where the focus is on content. Creating new and original content can be difficult, which is why the platform provides brands with the resources to understand their target audience and produce content that connects with them.

As a brand advertising on TikTok, you may encounter challenges such as:

• “Not being able to determine which elements of the video are affecting performance.”
• “Not knowing which version of the ad creative is more effective.”
• “Lacking the ability to track how video metrics have changed over time.”
• “Not having a clear understanding of how your video performance compares to other brands in the industry.”

Introducing Video Insights

To assist advertisers in creating more captivating video content, TikTok has launched Video Insights globally, which can be accessed within the Reporting tool of TikTok Ads Manager.

The Video Insights home page provides an overview of performance trends in the video library and allows for comparison against industry standards for each metric. By clicking on a specific video, deeper insights become available, including frame-by-frame engagement, ad spending over time, audience breakdown, and comment analysis by sentiment and theme.

With Video Insights, you can:

• Evaluate the performance of your ads against industry standards.
• Investigate the particular aspects of your video that are contributing to its performance.
• Create new content and streamline your production process by adopting an informed content strategy.

3 ways to use Video Insights

Get an overview of your ad creative

Start by obtaining a broad perspective of your video creatives on the Video Insights home page to plan for future advertising efforts. To do this, you can:

• Examine key metrics across your videos, such as filtering by campaign or ad group, to determine which styles produced better results. The industry ranking feature will allow you to compare your video metrics to the average performance of advertisers in your registered industry.
• Obtain quick insights from your top-performing videos through the trend analysis graph on the home page. This allows you to see performance trends through metrics such as impressions, conversions, click-through rate (CTR), and more. Once you have discovered what works best, you can apply these insights to future campaigns.
• Use the comparison analysis coordinate graph to identify videos with high CTR and low cost, which can highlight high-potential videos that could perform even better with some adjustments. Try different tactics, rearrange video components, or create a new video on a similar topic.
• Apply the video comparison tool to gather combined data for a group of videos. If you have a collection of videos on a specific topic, you can add all of those videos to a video group within the comparison tool to view an aggregated view of all of these videos in the chart provided.

Deep-dive into your most successful videos

When you encounter a video that has outperformed your expectations, Video Insights offers an in-depth analysis of the different factors that contributed to its success. The video analysis page provides five different dimensions to analyze a single video: key frames, audience, Instant Page, Interactive Add-On, and comments.

• Examine the key frames tab to see the highlights and low points of the video. The high points will give you insight into the winning elements that you can incorporate into future videos, while the low points indicate areas that could be improved.
• Understand your audience’s interaction with the video by exploring the audience tab. This includes the themes in their comments and how they engaged with the Instant Page or Interactive Add-On elements. By analyzing the elements that generated higher engagement from your audience, you can replicate the video’s success in future content.

Share with the whole team and get creative

Video Insights is not just for measuring and reporting, it also serves as a valuable source of inspiration and ideation for your video advertising campaigns. With the insights gathered from Video Insights, you can share them with your creative team, influencer partners, and content creators to make informed decisions about future video content.

Use Video Insights to uncover the key elements of a successful video on TikTok. Utilize it to pinpoint what works, find inspiration for new video concepts, and focus your video content strategy around what’s delivering the best results.

With these updates, you can continue to export your analytics, allowing you to manage all your post and audience data in a way that works for you.

Don’t want to do it yourself? Get in touch with Barrk Marketing for Social Media support.

(source: https://www.tiktok.com/business/en/blog/video-insights-ad-creative-data)