TikTok receives around 2.6 billion monthly visits, making it a goldmine of opportunities for brands targeting specific audiences.
However, not all brands have learned how to use TikTok the right way, often relying on trends and what others are doing. Without analyzing in-depth what works for you and what your audience wants, brands end up having TikTok accounts with barely any interaction.
Sound familiar? If your brand’s TikTok presence feels more like guesswork, it’s time for a reset. That’s where a TikTok audit comes in.
A well-structured TikTok audit helps you evaluate your content performance, posting frequency, audience demographics, and engagement rate. Using tools like TikTok Analytics, TikTok Business Suite, or third-party platforms, you can identify what’s working, what’s not, and how to align your content with broader marketing goals.
A TikTok audit is an in-depth analysis of the performance of a TikTok account with the purpose of understanding what’s working, what can be improved, and how to optimize a strategy to achieve better results.
TikTok audits include:
By running a TikTok audit, brands can have a deeper understanding of their effectiveness on the platform.
Before taking any strategic decisions on TikTok, it’s key to understand where you’re at. An audit allows you to have a clear vision of your account and helps you to focus your efforts on what really works.
A TikTok audit allows you to analyze in depth what type of content is working for your brand, what posts generate more engagement, and what formats or themes are not connecting with your audience.
This goes beyond views. It’s about understanding the quality of engagement and how each piece of content contributes to your objectives. By having this information, you can stop publishing just to keep up with a calendar, but start prioritizing the type of content that makes an impact.
Creating content on TikTok requires resources: from ideation to recording and editing. An audit allows you to understand whether or not these efforts are giving results, helping you redirect time and budget to more effective actions. It also helps in facilitating delicious when tehre are tasks to prioritize or budgets to assing.
Often, there are audiences, niches, or formats that are completely underutilized. An audit can help you detect patterns, emerging trends, or underexplored markets, giving you the advantage of acting before your competition. It also allows you to evaluate whether you're communicating your value proposition correctly or if you need to adjust your narrative.
TikTok is not an individual effort. Behind a successful channel, there are teams of social media, PR, product, creators, and stylists. With a TikTok audit, you’ll not only improve your strategy but also facilitate the coordination and alignment within all parts involved. It’s a great opportunity to value the work other teams do and reinforce motivation.
A well-done audit can be key to justifying a budget increase, more staff, or new tools. By demonstrating the impact certain changes have had on account performance, you can present solid evidence supporting the need to invest more in the channel. It also allows you to highlight current bottlenecks and show how better resource allocation can translate into concrete results.
A TikTok audit should be as thorough as possible, however, it’s important that you’re realistic based on your available time, resources, and team capacity. Even if you can’t dive too deep, it’s still valuable to set aside time to focus on what strategy can work for your brand.
Let your goals shape your audit by using your definition of success as a guide for what to analyze. Here’s a step-by-step on how to do a TikTok audit, taking this into account:
Before analyzing your metrics or reviewing your content, make sure you have clarity over why you’re conducting a TikTok audit and what you expect to achieve from it. This step avoids making a generic or superficial analysis, and guarantees that each data you evaluate has a clear purpose.
First, start by clarifying your audit goals. These questions are useful for this:
Identify which part of the marketing funnel you want to focus on:
Once you have your objectives defined, you can establish KPIs that will help you evaluate performance accurately. The key here is to be specific, avoiding vague indicators like “have more visibility”. The more specific, the better.
Additionally, it’s key to define the reach of the audit.
Pro Tip: Create a table or checklist with your objectives, KPIs, and what you will include in the analysis to maintain focus throughout the process.
Your profile is your first impression. It doesn’t matter if one of your videos went viral; if users bump into your profile and find it messy or confusing, they won’t stay long enough to follow or engage with your content.
This is why focusing on optimizing your profile is key. Brands with successful TikTok accounts not only have visually pleasing profiles, but they strategically have everything in place (pinned videos, links, etc).
For your brand’s account, it’s recommended to use your logo or icon that represents your brand. Make sure that it’s high-quality and that it looks good on mobile devices.
Additionally, use the same image throughout all social media platforms to help you reinforce cross-platform identity.
In your bio, you should be able to explain clearly what you do, or what the user expects. For example, Rhode, Hailey Bieber’s skincare brand, has a simple yet engaging bio:
TikTok language is clear and engaging. You can also add CTAs in the bio, like “Join our Community” or even to give users a special discount.
Do you have an active link that redirects to a landing page, store, newsletter, or Linktree? Is it optimized with UTM parameters to measure results?
Make sure that the links you add match your current strategy objective (sales, lead generation, awareness).
Pro tip: Change your links according to active campaigns. You can highlight new releases, contests, or temporary discounts.
Create a username and handle that are both easy to remember and write. Make sure these match other social media platforms.
Pro tip: Avoid unnecessary symbols, numbers, or long names. If your brand name is already taken, use simple, professional variations (e.g., @officialbrand, @iambrand).
Is there visual consistency between video thumbnails (when applicable), background colors, or fonts? Does the profile clearly reflect the brand's visual style?
A brand’s TikTok account is as if it had a shop. They need to make it aesthetic and pretty to users can get the feel of the store. While TikTok doesn't allow custom covers like Instagram, you can curate the overall aesthetic of your grid to make it visually appealing at first glance.
A great example of visual branding is GymShark, which maintains a consistent and high-energy aesthetic that aligns perfectly with its fitness-focused brand. From clean editing styles and a cohesive color palette to featuring creators in Gymshark apparel, every video reinforces the brand visually without feeling forced.
Do your bio and content reflect your brand personality? (e.g., fun, professional, approachable) Is the language consistent with your target audience?
For this, align your profile’s voice with your buyer persona. If you’re targeting Gen Z, your bio shouldn’t sound like a corporate email.
Analyzing the content that you have on TikTok allows you to make decisions based on real data. Here you can discover patterns and identify opportunities.
What should you look for here:
For this, it’s useful to create a list of the categories you have and classify the last 20-30 videos according to their type. This way, you can see if there’s a balance or saturation of formats.
While there’s no guarantee that a video will go viral, there’s one thing that most successful creators are certain of: Consistency. Posting frequently increases your chances of being more visible on the platform.
If you see any inconsistencies, it’s easier to create a content calendar and plan content with anticipation. While the frequency varies, it’s recommended to publish between 3-5 times a week.
Additionally, knowing the time when your audience is the most active can also have a positive impact on your metrics. For this, you can use TikTok analytics to identify your busiest times and adjust your calendar accordingly.
For this step, you can create a table to easily visualize which content categories are performing. Here’s an example:
When doing a TikTok audit, don’t only focus on numbers, but on what these numbers reveal in terms of your content, audience, and growth.
The core areas to analyze are:
Let’s evaluate each of these more in detail.
Engagement metrics allow you to understand how your audience resonates with your content. This is why evaluating the average likes, comments, and shares per video gives you an overview of how your content is performing.
The main metric to consider is the engagement rate. To measure it you simply divide post interactions between your followers and multiply it for 100.
FORMULA: ER = POST INTERACTIONS / FOLLOWERS X 100
To easily check any account’s TikTok engagement rate, you can use Influencer Hero’s Free Engagement Rate calculator.
By evaluating engagement, you can have an understanding of what type of content generates more engagement, if there’s a drop in interaction (meaning there could be either saturation or a disconnect between the content and the audience).
Pro Tip: Double your efforts on formats that have high engagement rates, not just views.
Are you attracting new users consistently?
When conducting your brand’s TikTok audit, make sure to consider follower growth metrics such as:
Is your brand’s TikTok profile generating valuable actions beyond the platform? To know this, you need to evaluate metrics like CTR in your bio link, the number of conversions (leads, purchases, or views to a landing page), and the clicks generated for campaigns and specific videos.
Beyond numbers, it’s worth evaluating if you’re getting the most of your bio and call to action. Analyze the performance of your videos and if there are differences between organic and paid campaigns.
Pro Tip: Use UTMs to track conversions from TikTok. A/B test calls to action to see which one works best.
Knowing your brand’s audience on TikTok goes beyond the number of followers you have. This step in the audit focuses on understanding who your followers are, how they interact, and when they are the most active.
Start by evaluating audience demographics. For this, you need to check:
This data allows you to adapt your tone, cultural references, hashtags, and even posting times. If you're attracting a different audience than you expected, it's time to adjust your message or visual content.
If you want to go beyond basic metrics, try Influencer Hero's free TikTok follower checker tool to analyze audiences in more depth, including follower profiles, authenticity, and country or niche segmentation.
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On TikTok, hashtags and trends aren't just for show: they're powerful discovery and visibility tools. Strategically incorporating them can help you appear on the "For You" page, generate organic engagement, and connect with a wider audience—but only if you know how to use them intentionally.
The first step in this phase is to evaluate the performance of the hashtags you've been using. Many creators and brands fall into the routine of always using the same ones (like #fyp or #viral), but the truth is that their real impact can be very low if they're not aligned with your brand's content or niche.
Ask yourself these questions:
It's not about quantity, it's about quality. A good practice is to maintain a dynamic list of effective hashtags, separating those that generate massive reach from those that drive deeper engagement with specific audiences.
Participating in viral challenges, sounds, or effects can make the difference between a video with a flat performance and one that explodes in views. But not every trend is a good idea: ideally, select those that you can consistently adapt to your brand's message and tone.
The important thing isn't to join everything, but to do so with intention and authenticity.
A great example of how a simple hashtag can have a great impact is Chipotle. The popular Mexican chain has amassed more than 1.7 million followers and 3.8 million likes, thanks to a content strategy focused on trends and innovation.
It all started with the #ChipotleLidFlip Challenge, a challenge born organically by a brand employee. The proposal—to flip the lid of a bowl in a stylized way—went viral and was replicated by more than 100,000 users.
The brand not only adopted it as its own but also made it one of the first Branded Hashtag Challenges within the TikTok Ads platform, amplifying its impact by collaborating with relevant creators. The result: thousands of new mentions, awareness, and followers.
But Chipotle didn't stop there. Their next big success was the #GuacDance Challenge, launched in July:
A TikTok audit wouldn’t be complete without looking at what others are doing. Knowing how your competitors are positioning on the platform is a great way to detect opportunities, differentiate, and keep up with what works in your niche. It’s not about copying but also observing to build a solid strategy.
Start by selecting between 3 to 5 brands that have an active presence on TikTok and share a similar audience. These can be:
When reviewing their content, make sure to check:
While you can't access all of your competitors' internal statistics, there are many things you can analyze from the outside:
Pro tip: Create a comparison table to clearly visualize the differences. Here's an example:
An audit isn't a one-time exercise. TikTok is constantly evolving: trends change, audiences migrate, and what worked last month may not be working today. Therefore, it's key to implement a continuous monitoring system and periodic reviews to ensure your strategy remains effective.
Most brands make the mistake of auditing their TikTok presence only when something "isn't working." Instead, the brands that adapt best are those that have incorporated regular review processes as part of their content operations.
Recommended Frequency:
Best for: Beginners and individual creators
Key features: Follower metrics, content performance, audience insights
TikTok’s built-in analytics is a great starting point for auditing your account. Available through Pro and Business accounts, it provides insights into follower growth, video views, profile visits, audience demographics, and engagement rates.
While it’s more limited compared to third-party tools, it’s great for understanding high-level trends directly from the source.
Best for: Businesses and marketers running paid campaigns
Key features: Advanced campaign tracking, audience segmentation, conversion data
Formerly known as TikTok Ads Manager, the TikTok Business Suite offers deeper insights if you're running paid campaigns or managing multiple assets. It allows you to track ad performance, monitor audience interactions, and measure conversion rates, making it ideal for brands and advertisers.
Best for: Brands, agencies, and marketers
Key features: Cross-platform analytics, influencer scoring, audience quality checks, live tracking dashboards
Influencer Hero is an all-in-one influencer marketing platform that includes powerful TikTok audit features. It provides in-depth influencer analytics, fake follower detection, engagement rate tracking, and historical performance data across platforms.
Whether you're auditing your own account or vetting creators for collaboration, Influencer Hero offers actionable insights.
Conducting a TikTok audit isn't just a review exercise: it's an opportunity to align your presence on the platform with your true brand goals. Running a TikTok audit allows you to move from intuition to informed decisions. Instead of posting out of inertia or copying what others are doing, you now have a clear foundation for what works for your audience and how to improve your impact.
Remember: TikTok isn't a static platform. What works today may not work tomorrow. Incorporating constant monitoring and strategic adjustments into your routine is key to sustaining your brand's growth and relevance.
A TikTok audit is a comprehensive evaluation of your TikTok account to assess its performance, content effectiveness, and audience engagement. It helps identify strengths, weaknesses, and opportunities to optimize your TikTok strategy.
Conducting a TikTok audit allows brands to understand their current performance on the platform, refine their content strategy, improve audience engagement, and ensure alignment with business objectives. It also helps in identifying growth opportunities and optimizing resource allocation.
To perform a TikTok content audit, review your past videos to identify which types have garnered the most engagement. Assess factors like content themes, posting frequency, and visual consistency. This analysis helps in understanding what resonates with your audience and informs future content creation.
Key metrics to analyze during a TikTok audit include follower growth, engagement rates (likes, comments, shares), video views, and the effectiveness of hashtags used. These metrics provide insights into content performance and audience interaction.
Brands should conduct a TikTok audit periodically to ensure their strategy remains effective and aligned with current trends. Regular audits help in adapting to platform changes, understanding evolving audience preferences, and maintaining optimal performance.
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