How to monitor TikTok for your brand
Follow these steps to monitor your brand on TikTok:
1. Define your goals and metrics
Ground your monitoring by establishing clear goals and determining which metrics are most relevant to your brand. Consider what you want to accomplish through monitoring TikTok. For example, do you want to keep an eye on how your competitors, focus on a specific campaign or better understand your target audience in general? Once you set goals, you can select which metrics you’ll use to measure success.
2. Monitor relevant keywords for your brand
Pay attention to specific keywords related to your industry and brand. These keywords can include anything from specific features and product names, industry phrases, popular hashtags and competitor names.
For instance, this image shows a word cloud with top keywords, hashtags and mentions in Sprout’s platform. In this example, a coffee chain might monitor keywords like “espresso,” “cup of joe,” “latte” or “barista recs” to pinpoint rising conversation within the industry.
3. Monitor customer sentiment
Review customer sentiment analysis to get a granular understanding of what your audiences are saying and feeling about your brand. Tools like Sprout analyze positive, negative and neutral sentiment to give you an overview of your customers’ opinions. Some TikTok monitoring tools give you a sentiment score to help you quantify that metric. Use a sentiment analysis score to adjust your strategy, improve customer satisfaction and overall perception of your brand.
4. Monitor your competitors performance
After reviewing relevant keywords and customer sentiment, seek out how your competitors are doing on TikTok. Competitive analysis empowers you to differentiate yourself from the crowd, so it’s important to avoid only monitoring your brand. Tracking your competitors’ engagement rates, interactions and response rates helps you uncover what’s working for them, while presenting gaps in their strategy that your brand can fill.
In Sprout, you can view automated reports to help you monitor your competition and benchmark performance across various social channels.
5. Evolve your TikTok monitoring strategy
As you learn more from your insights, the more you will need to adapt your TikTok monitoring strategy. For example, you might discover new conversations from your audience or new competitors. Remain flexible and use your TikTok monitoring tools to stay ahead.
