TikTok | Notion

TikTok is a newer social media channel that has seen huge growth and engagement in recent years. While TikTok has some strengths in terms of reaching younger audiences, it is still unproven for fundraising and driving conversions.

Framework	Channel: TikTok
Size of audience	Reach, follower growth*
Engaged audience	Video views, video completion rate, engagements, engagement rate
Results	Conversions, avg value

Followers and follower growth is usually a vanity metric, but an exception can be made for TikTok as it is a new and emerging channel. While starting out with a presence on TikTok, it is useful to measure follower growth, as this indicates whether you are able to find a relevant audience on the channel. Once a follower base has been established, focus then on the more meaningful metrics of audience size, engagement, results.

Other useful metrics

Metric	Why?
Audience demographics	TikTok's Insights feature provides information about your audience's demographics, including age, gender, and location. Understanding your audience better can inform content creation and targeting.