Publishers like ESPN are using these metrics to measure TikTok’s video performance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 29, 2021, 5:02 PM UTC

Though views may provide the most prominent and eye-catching statistics for publishers, video makers are looking at more in-depth metrics to gauge their performance on TikTok.

ESPN is expecting to end this year with close to five billion video views on TikTok. But, the view count is not necessarily the most important metric that media companies like ESPN are eyeing when assessing their TikTok video’s performance.

Media companies are looking at different in-depth metrics – like completion rate, the growth rate of views and the percentage of views coming from people who do not follow their accounts – to understand how to succeed on TikTok. Though publishers may have particular metrics they closely monitor, most of them are paying particular attention to a video’s average completion rate.

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