[FAQ]

Hey,

I’m trying to be more data-driven with my TikTok, so I’ve been looking at my analytics heaps lately. But I’ve got to be honest, I’m not sure what I’m supposed to be doing with all this info. I can see which videos get more views and likes, but I don’t know how to figure out the ‘why’ from the numbers.

When a video does well, what specific metrics do you look at to understand its success? Are you focusing on the average watch time, the retention graph, or the percentage of people who watched the full video? And how do you use that to plan your next three videos? I feel like I’m just looking at numbers without a proper plan.

Cheers for any advice.

[Jeff Bullas]

This is the skill that separates amateur creators from professional ones.

The Bottom Line: You need to ignore vanity metrics like total views and focus almost exclusively on Average Watch Time. Find your top-performing videos and analyse their hook, format, and retention data to create a hypothesis for your next video.

Data is useless without a system for turning it into actionable intelligence.

Here is a simple process you should follow. First, stop looking at every single video’s data. Go into your analytics for the last 28 days and identify only your three best-performing videos and your three worst. For your top videos, you need to analyse two numbers above all others: the Average Watch Time and the percentage of viewers who Watched The Full Video. These metrics tell you precisely how engaging your content was. Once you confirm these numbers are high, you must then analyse the video’s creative elements to understand why. Ask yourself what the hook was in the first two seconds, what the format was, and what the topic was about. By comparing the quantitative data (high watch time) with the qualitative data (the format), you can form a clear hypothesis, such as, “My audience responds best to tutorial videos that start with a question”. The final step is to test this hypothesis by creating your next videos using that exact same successful formula. This is how you stop guessing and start building a real content strategy.

Cheers,

Jeff

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