TikTok has introduced its new Video Insights feature, aimed at helping advertisers create more engaging video content.
The new function, which is already available globally within the Reporting toolbar of TikTok Ads Manager seeks to address common challenges for video creatives.
These include insights into elements of the video that are impacting performance, which version of an ad is more effective, how a company’s video metrics have evolved over time and how video performance compares with other brands in an industry.
On the Video Insights home page, for example, users can explore broader performance trends in their video library and compare against industry benchmarks for each metric. This can be done by clicking any video to open up deeper insights, including frame-by-frame engagement, ad spending over time, audience breakdown, and even comment analysis by sentiment and theme.
According to TikTok, “Occasionally, you’ll notice that one video is performing better than usual. With Video Insights, you can dig into the specifics of what made that video succeed. The video analysis drawer offers five dimensions for you to tap into the insights of an individual video: key frames, audience, Instant Page, Interactive Add-On, and comments.
“Start by analysing the video in the key frame tab and take note of the peaks and valleys on each line graph. The peaks will show you the winning elements that you can recycle in a future video, whereas the valleys or dips will signify the extra fluff that could be moved around or removed from the video.”
Beyond measurement and reporting, Video Insights can be used for inspiration throughout the ad planning process by providing information to content creators which can then be used to make more informed decisions about future video strategy.
“You can also gather helpful insights about the audience who has interacted with your video, as well as themes in their comments and how they interacted with your Instant Page or Interactive Add-On elements. By examining which elements prompted higher engagement from your audience, you can look for ways to replicate that video’s success in future content,” TikTok adds.
