TikTok Video Metrics

Video Completion Rate

Are you looking to gain traction, build influence, or sell products on TikTok? Then it’s essential to understand what the platform values most. As we discussed earlier (The Core of TikTok’s Business Value), TikTok’s ultimate goal is to maximize “user time.”

So, which video metric on TikTok is most closely tied to time and carries the greatest importance? The answer is “completion rate.” The platform uses the “5-second completion rate” as a key performance indicator for videos. Content on TikTok is distributed algorithmically, like a tasting event where users act as judges. Ultimately, user engagement data determines the level of traffic your videos will receive.

• Higher overall completion rates indicate that a video retains more viewers, keeps them engaged for longer, and generates greater value for the platform.
• Higher 5-second completion rates suggest that viewers enjoy your video, increasing the chances of it being promoted to a larger audience for broader exposure.

However, “completion rate” doesn’t exist in isolation, and a high completion rate doesn’t always guarantee high traffic. It is influenced by factors like:

• Video length: Longer videos are harder for users to watch in full.
• Playback progress: How far into the video do users watch before leaving? The later they stop watching, the harder it becomes to retain their attention, with difficulty rising exponentially.
• Industry niche: Completion rates vary by niche, so beauty videos should be compared within the beauty category, and automotive videos within the automotive category.
• ……

Sometimes, low views despite high completion rates can occur simply because your content is too niche and attracts limited interest. To broaden your appeal, consider expanding your content’s focus. For example, instead of solely discussing insurance, try incorporating broader themes like celebrity insurance services to engage a wider audience.

To succeed on TikTok, align your content with the platform’s core objectives, creating a win-win scenario. Specifically, focusing on improving video completion rates is essential:

• Showcasing content quality: A high completion rate reflects engaging and valuable content, demonstrating its potential for broader distribution.
• Securing platform support: When the platform identifies your content as effective at retaining viewers, it will consider it high-quality and promote it to a larger audience.

Likes

This is the most basic performance metric for a video, akin to applauding a street performer after witnessing an impressive act. It signifies reactions such as “fun,” “entertaining,” “interesting,” “enjoyable,” or simply “I’ve watched it.”

Note: Avoid spending money on “like” services or asking unrelated individuals to like your videos. Such actions offer no real benefit and may even harm the future growth of your account.

Comments

How can you encourage viewers to leave comments?

Create Content with “Talking Points”

Your content should include elements that spark discussion. For example, creators like Khaby. Lame produce intentionally puzzling videos, capitalizing on TikTok’s abundance of quirky, inexplicable content that prompts users to share their reactions.

• Place a small spider in the video frame—someone will surely notice it and point it out in the comments.
• Intentionally refer to an egg as a “rooster egg”—a playful tactic that was widely popular in the early days of TikTok’s Chinese version. Every trend has its cycle.
• Make deliberate mistakes in your speech to invite viewers to correct you in the comments.

Some creators take it a step further by posting controversial statements. Supporters will rally behind you, while critics will passionately argue against you, often leading to heated discussions in the comments. These debates can significantly boost your video’s visibility. However, be cautious with this strategy, carefully managing the level and scope of controversy.

Tap into Viewers’ Desire to Share Opinions

People love sharing their expertise or thoughts. If your video touches on their knowledge areas or sparks their curiosity, they’ll feel compelled to engage. For instance, you could include prompts like:

• “What’s your opinion on this?”
• “Any experts here? Can you share your knowledge about this?”
• “Do people in Florida know about this?”
• “Can someone local explain what’s happening?”
• “I’m visiting Michigan for the first time—any travel tips?”

By asking for advice or insights, viewers often feel eager to respond. This is the basis of the “makeover plans” trend. On China’s Douyin platform, for instance, videos with themes like “I’m struggling to find a girlfriend—can you give me advice for self-improvement?” tend to attract numerous comments. Such interactions can transform your account into a “growth story” series over time.

Another effective strategy is to use “challenge topics,” where you invite viewers to suggest ideas for your next video. This often results in a flood of creative and sometimes outrageous suggestions in the comments.

Evoke Deep Resonance

Create content that resonates with your audience, addressing their personal experiences or emotions. Whether it’s about marriage, relationships, family, or entrepreneurship, speaking to shared experiences can make viewers feel connected. Sharing your vulnerabilities can also help build trust and affection.

Products can also evoke strong resonance. For example:

• Highlighting snacks or toys from the 1990s can instantly evoke nostalgia, transporting viewers back in time.
• Featuring a unique product that viewers have always wanted but didn’t know existed can excite them and prompt questions. Videos like these often lead to comments like “How much does it cost?” or “Where can I buy it?” A high volume of comments naturally boosts the video’s reach and visibility.

Favorites

When users save a video, it means: “This is useful; I’ll come back to it later,” or it’s a way of pretending, “I’ve already learned this.” In reality, most saved content accumulates, but users rarely take the time to revisit it.

To encourage users to save your content, make it feel practical and worth referencing later. Use titles like:

• “10 Essential iPhone Settings You Need to Check,”
• “5 Renovation Tips to Avoid Common Pitfalls,”
• “Key Things to Know Before Buying a Car,” and similar.

Shares

Fun or creative content often gets shared with family and friends. Innovative or useful ideas might also be sent to colleagues.

Follows

A follow indicates that your content is valuable, either now or in the future. It shows that viewers find you unique and appealing and want to be able to find you again. The more distinctive and high-quality your content, the more likely viewers are to follow you.

Views

Views are simply the result of how user reactions are processed by TikTok’s algorithm. Every viewer is “sampling” short videos, and when most people find a video “delightful,” the platform is more likely to promote it to a larger audience.