How to Do a TikTok Audit? The 6-Step Guide [2024]

In 2020, Fenty Beauty invested heavily in its TikTok strategy, focusing mainly on Generation Z. As a result, the hashtag #fentybeauty had 44 million impressions on TikTok, while #fentybeautyhouse reached 10 million impressions in just three weeks.

A TikTok audit is a comprehensive review and analysis of your current strategies, activities, and performance. It’s all about identifying strengths, weaknesses, opportunities, and threats to help you improve your future marketing efforts.

The TikTok audit ensures that all activities support business objectives, are consistent with the brand, and effectively influence the target audience.

A TikTok audit can provide many opportunities to grow your business and increase your followers, which means an increase in potential customers.

Especially if the target audience is younger or the brand focuses on entertainment, lifestyle, fashion, or beauty in content, it is key to consciously take action there.

Let’s dive into the TikTok audit and get to a new level of performance!

What is a Tiktok audit?

In short, a TikTok audit analyzes a TikTok account to gain a detailed understanding of a brand’s effectiveness on the platform. 

It works just like any other social media audit. It gives you full insight into TikTok’s marketing strategy and allows you to monitor an increase in the number of followers.

What’s more, you can also see what’s working for your audience and what needs to be modified or changed. Get to know the competition and increase your company’s reach.

It touches on the key aspects:

• Account overview
• Followers growth
• Posts
• Video performance
• Hashtags

Why should you conduct a TikTok audit?

A TikTok audit is essential for shaping your content strategy and providing a clear path forward. It also helps establish benchmarks for tracking your business’s progress effectively.

TikTok Audit:

• Provides a comprehensive overview of your TikTok profile.
• Identifies strengths and weaknesses in content strategy.
• Optimizes use of budget, time, effort, and staff. Don’t waste resources on less effective elements; focus on effective ones.
• Reveals new growth opportunities, such as overlooked markets or emerging trends, helping you stay ahead of the competition.
• Allows you to better understand your users, get useful information, and increase engagement with TikTok.
• Makes marketing efforts consistent with broader business goals, resulting in consistent and effective results.
  

Pro Tip: Ask AI tools for audit 

Auditing doesn’t have to be time-consuming anymore! Now, AI tools are changing the rules of the game, helping you keep control of your social media performance faster than ever!

The secret is to use AI Business Intelligence Tools designed to monitor social media, not just AI tools.

They collect and analyze all the data from social media platforms based on general data like ChatGPT and your internal data.

Look at here!

Brand Assistant collects information about the company and all its mentions and prepares a complex answer with audit results from any platform.

Thus, you can identify the most important information from your TikTok account over a specific time. 

Just ask the Brand Assistant about the TikTok audit. They will provide peak days, the number of mentions, sentiment division, and weekly statistics.

Brand Assistant can help you analyze your TikTok content, find areas for improvement, and gain user’s preferences to enhance quality and maximize engagement rates.

Also, it will help you to react to the most influential mentions and use the opportunity to apply social listening to your marketing strategy. Identify influencers and collaborate with them to increase brand visibility, engagement rate, and strong brand reputation.

How to do a TikTok audit?

Using AI tools is really helpful, but if you prefer doing this by yourself, follow this step-by-step short tutorial!

Step 1: Define your goal and scope

A good practice before going to the supermarket is to make a list of products. Thus, you know what you’re looking for, so you save time and energy and avoid getting lost and buying ‘catchy’ but not really needed products, right?

It’s the same as with your TikTok audit. 

Don’t waste your time, don’t get lost in the tone of the numbers, and focus on the particular information you want to find.

You need a feasible goal and scope.

The most common aims of a TikTok audit typically include:

• Identifying opportunities to improve your marketing strategy and value proposition
• Understanding the target audience and their needs
• Analyzing hashtags, market trends, and competitive landscape
• Competitive benchmarking and identifying potential areas for growth

Step 2: Collect data

Data is the foundation of an audit. You need to select key indicators to understand your users and market position. This will help you effectively perform and build a solid strategy.

Step 3: Analyze TikTok account performance 

When you’ve got clear goals and data, it’s time to put them into action!

Let’s be honest: How often do you check your TikTok profile? That’s exactly why I think it’s the best place to start!

What to check on TikTok account audit:

• First look: First impressions are extremely important, so make sure your account attracts attention. Check the bio, make sure you have a good call to action, and check the links to your bio. Also, check how many followers you have increased and your engagement metrics.
• Pinning posts: Make sure your pinned posts are still relevant to your TikTok profile. Nothing is more discouraging than misinformation in the very first post you notice.
• Playlists: Update your lists regularly. This will help your audience find the content types they are most interested in and help you determine what content is worth investing in.

Don’t worry—there are tools available that collect your data regularly. All you have to do is choose your TikTok audit tool wisely.

Social media tools like Brand24 can help you analyze essential TikTok metrics from your profile, making TikTok audits smoother and more efficient.

Brand24 provides key metrics such as:

• The number of mentions
• Sentiment analysis
• The share of voice
• TikTok account reach
• Presence Score
• Reputation Score

And everything is in one place! Does that sound helpful?

Let’s check out how it works on:

Brand24 allows you to monitor brand TikTok mentions and other social media platforms. It will enable you to track what people say about your brand on TikTok and create content that resonates with your audience.

The total number of mentions on TikTok for Ryanair is about 2,700, of which 717 are positive (26%) and 167 are negative (6%). But it is interesting to note here that their reach is showing a downward trend.

That’s why I decided to check what hashtags and keywords are currently most popular on TikTok that they could use to increase their reach.

Look like for Ryanair audiences, one of the most used hashtag among the audience is #cabincrew.

Creating content using #cabincrew and #ryanaircancrew, can boost their reach and build positive relationships with their audience.

This tool can monitor hashtags and keywords related to your brand or industry on TikTok. Email reports and storm alerts will keep you updated on industry trends.

As you can see, track TikTok performance of your content. It will help you understand what types of TikTok videos resonate with your audience and optimize your content strategy accordingly.

Step 4: Conduct a SWOT Analysis

Simplicity is powerful!

SWOT analysis remains one of the most popular strategic tools for good reason. It allows you to break down the core areas of your TikTok strategy and understand where you can grow or improve.

Traditionalists might reach for pen and paper, while others may prefer the latest AI tools. Testing out these tools, like Brand Assistant, can provide quick, insightful SWOT analysis.

Let’s check what are the strengths and threats on Ryanair’s TikTok account!
It took me about 30 seconds to discover all the key points. 

And opportunities and threads:

Useful, isn’t it?

Step 5: Benchmark the performance

Staying sharp and informed!

Remember, you’re not alone in the race, so keep an eye on the competition. Here are some benefits of competitor benchmarking:

• Identify market gaps: By understanding competitors’ strategies, you can find gaps and areas for improvement.
• Stay updated: Keep track of your place in the market and ensure you’re not falling behind.
• Focus resources: Allocate time and budget to strategies that truly work.

To start it I had to find who are the biggest competitors for Ryanair on TikTok.

To speed it up, I asked Brand AI. To make this quick and effective on TikTok, you can use the Comparison Tab by Brand24 to analyze key metrics against competitors.

Now, you can continue the discussion. Ask a detailed comparison of metrics or set up media monitoring projects for each competitor by asking additional questions.

And compare them in the Comparison tab.

Ryanair achieves a good reach, but must watch out for Wizzair, although it does not have such a large range, it achieves a much more favorable audience sentiment.

For this reason, people may be more likely to choose Wizzair.

Step 6: Monitoring and review

TikTok is constantly evolving.

Trends change faster than sales at your favorite store, so regular monitoring is essential for growth and reach.

How often should you conduct audits?

It depends on your sector, but quarterly audits are often at a good pace. The key is to include auditing as a regular part of your yearly workflow. 

After a few, it becomes routine, just like going to the gym.

Why is it important to conduct a regular TikTok audit?

Trends don’t last long!

Now, trends only last 3-5 days; you must be alert and find them on those days.

Conclusion

Regular TikTok audits help maintain brand visibility, engagement, and a strong reputation.

The right TikTok audit tool is an essential resource for anyone looking to leverage their presence on TikTok. It transforms raw data into actionable insights, enabling influencers and marketers to help them with decision, tailoring content to target needs and expectations.

Properly conducted audits don’t have to take hours or spend your sleep at night. With AI tools, you can streamline the process.

Final thoughts:

• AI tools such as Brand Assistant simplify the audit process, saving time and resources.
• Use social media monitoring to keep an eye on your brand’s performance and ultimately boost it.

• Follow popular hashtags and trends to stay up to date.
• Conducting a regular audit of TikTok content allows you to stay on top of market trends and competitor activities.
• Use insights to refine your business strategy, consistently optimize, improve customer experience, and strengthen your position in your target market. By building regular TikTok audits into your routine, you can keep your brand growing and thriving on the platform.

Now you’re ready to perform a TikTok audit! To do it, try the free trial version of Brand24.