TikTok Guide: How to Measure and Increase TikTok Visibility?

Do you want to grow your brand or business and get noticed on TikTok? Follow Lululemon’s example: this brand was mentioned 1760 times on TikTok last month and reached over 128 MILLION people (!). Lululemon’s Presence Score is 61; it’s higher than 80% of brands! TikTok visibility is crucial. Now it’s time for you!

TikTok visibility refers to how many people see your TikTok content. It is influenced by factors like the number of TikTok views, likes, and comments, as well as the usage of trends, popular hashtags, and songs. Visibility is the key to a strong TikTok presence. The higher the visibility, the more people will see your TikTok videos.

I will tell you how to measure and increase visibility on TikTok in this article.

Let’s dig in!

What is TikTok visibility?

TikTok visibility determines how easy it is for TikTok content to be discovered, which means:

• How many users will have your video on their For You Page

For You Page (FYP) is the first page when you open the app. It shows videos recommended for a particular user based on an algorithm. Getting on the For You Page is the holy grail of TikTok’s success!

• Whether your video or profile will show up to users when they type in specific keywords in the search bar in the TikTok app

The higher the TikTok visibility, the more likely your content will be seen by a larger audience.

Like other social media platforms, TikTok’s algorithm is not fully disclosed. But there are key factors that influence visibility of TikTok content:

• Number of likes, comments, shares, reposts
• View count
• Usage of trends, trending sounds & hashtags
• Consistent posting schedule
• Video captions

Of course, remember NOT to violate TikTok’s terms and community guidelines! If you do so, your TikTok post will be removed, and your TikTok account can even be banned.

How to measure TikTok visibility?

Thanks to TikTok visibility, you can see how extensive your reach is and whether your content is engaging.

If your videos are low-visibility, you will not succeed on TikTok.

So, better measure your visibility and optimize your content strategy.

Tip: Check the visibility of your competitors. Why? To find out how they are doing on this platform and to have a benchmark to set TikTok marketing goals and check if your performance is good.

To measure TikTok visibility, track these metrics: 

• The volume of mentions 
• Social media reach
• Impressions
• Presence Score 
• Share of voice

Each metric is explained below:

01 The volume of mentions 

The volume of mentions describes how often people talk about you.

If your brand gets a lot of TikTok mentions, a larger audience is more likely to hear about you and, as a result, see your content.

When people mention your brand in their own TikTok videos or comments, it means that your brand awareness and online visibility are strong.

Do you want TikTok users to keep talking about you?

Here’s the recipe: track the mentions and respond to them! Interaction and showing that you care will make them want to talk about you more.

How to measure?

Of course, all tagged mentions are shown in TikTok notifications, but this is not the most convenient.

Imagine that your brand is mentioned at least 100 times daily – unmanageable!

Besides, TikTok won’t show you untagged mentions, and as we know, many people don’t tag a brand; they just write its name.

The best way to measure the number of mentions is to use social listening tools, such as Brand24.

It monitors and analyzes mentions (both tagged and untagged) across TikTok and other places:

• Social media platforms, such as Instagram, X (Twitter), LinkedIn, YouTube
• Forums such as Reddit and Quora
• Review sites such as Tripadvisor and Yelp
• News sites and other websites
• Podcast platforms like Spotify and Apple Podcasts
• Newsletters

To see the volume of mentions, open Brand24, create a new project with your brand’s name and go to the Mentions tab.

On the right, in the filters section, select TikTok as a source.

Brand24 will generate an interactive line graph showing the volume of your TikTok mentions and their reach. The blue line represents mentions:

As you can see, Garmin was mentioned 1145 times on TikTok during one month. Two times (July 24 and August 6), a spike in mentions was recorded – you may be wondering what caused it.

Thanks to the AI Anomaly Detector, all you have to do is click on the exclamation mark above the graph, and you get a brief explanation:

Moreover, Brand24 also performs sentiment analysis so that you can see your brand’s overall sentiment and sentiment in different sources separately, including TikTok:

02 Social media reach

I’ve just told you about mentions. Now it’s time for social media reach, which is connected to the previous metric.

Social media reach is the number of people who have seen your TikTok videos and content mentioning your brand. It will help you evaluate how much your content is spreading.

If you have a high social media reach, it means that many unique users have come across your content. Conclusion: your TikTok visibility is more than OK!

How to measure?

There are two ways to measure reach:

1. Reach of one video – you can check it in the TikTok app
2. Reach of all content – you can measure using Brand24

While for a one-video reach check, the TikTok app is enough. But your possibilities end there!

Using Brand24 is much more efficient – you have all content collected and analyzed nicely in one place.

For example, the “Emily in Paris” series was mentioned 1147 times on TikTok and reached over 81 MILLION people in just 30 days!

03 Impressions

Impressions are often mistaken for reach – they are two different metrics!

Impressions are the total number of times your content has been seen. So, impressions on TikTok are treated as the number of views.

If the same user watches the same TikTok video three times, the reach equals one, and impressions count as three.

How to measure?

You can check impressions:

• In the Mentions tab in Brand24 – each mention from TikTok has the number of impressions included

• In TikTok’s built-in analytics

• On the TikTok account – in the lower left corner of each video in the profile view, the number of impressions is displayed

04 Presence Score

Presence Score shows how popular you are online. It is determined by the volume of mentions and their reach. The maximum score is 100.

Do you have a high Presence Score? That’s great; you are on everyone’s lips!

I love this metric because it quickly shows whether your actions on TikTok are getting the results you want.

How to measure?

You can measure the Online Presence Score with Brand24.

Where exactly can you find it? In the Analytics tab in the menu on the left.

In addition, you can compare this metric with other brands and companies.

Where? In the Comparison tab.

05 Share of voice 

Share of voice tells what percent of conversions in a given industry are about you, your brand, or your business.

It can determine your TikTok visibility compared to your competitors!

The higher your share of voice on TikTok, the more popular you are on that platform and the more authority you have among its users.

How to measure?

Brand24 automatically calculates the share of voice!

You just need to go to the Comparison tab and select your competitors.

You can check total, social media or non-social media share of voice, or for a specific marketing channel, such as TikTok.

10 effective tips to increase TikTok visibility

Increasing visibility on TikTok is not an easy ride!

Use the help of professionals – I give you the most effective tips on how to increase your content visibility on TikTok.

Here’s the comprehensive guide:

Tip 1. Create TikTok videos that are interesting for your target audience

Your activity on TikTok only makes sense if your content resonates with your audience.

Create content that will attract your target audience. Focus on topics that are most interesting to them.

Find out what they like and what form of videos they prefer. These can be more educational or humorous videos.

Tip 2. Use trending hashtags and sounds, join challenges

To improve your visibility, use trending sounds and add hashtags in the video description. TikTok algorithm prioritizes content containing it!

The best practice is to mix popular hashtags like #fyp or #foryou with niche-specific ones.

Also, joining TikTok challenges boosts visibility!

For example, when Netflix released the “Wednesday” series, everyone did the Wednesday Dance Challenge. How did my For You Page look? It was full of videos of this challenge!

You should at least post a trend video once in a while. Keep track of what’s trending and make a video right away!

Tip 3. Use TikTok video editor

DO NOT USE third-party video editing apps, such as CapCut! It reduces your video’s visibility.

Successful TikTok creators use TikTok’s built-in video editing tool. They know that this way, their visibility is not limited.

TikTok’s video editor is sufficient and gives a lot of editing possibilities.

Tip 4. Include keywords everywhere

Many users treat TikTok as a search engine. They open the TikTok app and type in a question that concerns them.

Therefore, including relevant keywords in your video captions, hashtags, descriptions, and even spoken content can enhance discoverability.

Tip 5. Optimize your TikTok profile

Create a short but engaging profile bio. It should contain relevant keywords that reflect your niche or content type. It makes you more discoverable through search.

Also, you can include a keyword in your name. For example, you can write:

• Jessica | Travel & Lifestyle instead of Jessica
• APIS Natural Cosmetics instead of APIS

Tip 6. Post regularly and at the best time

The more videos you post, the higher your chance of appearing on users’ For You Page.

If you care about visibility, you need to keep posting every day – even multiple videos per day!

Also, posting times matter! What is the best time to post on TikTok?

Brand24 shows you at what hours post to have the most reach or get the most interaction.

Let’s check what time is the best time for posting haul with Lululemon’s stuff on TikTok to get the greatest possible reach:

It comes out that video should be added on:

• Monday at 5 PM
• Tuesday at 5 AM, 10 PM and 11 PM
• Wednesday at 5 PM and 6 PM
• Friday at 7 PM
• Sunday at 7 PM and 11 PM

I promise that you will remain visible and reach a wider audience if you post regularly and at the right times.

Besides, regular posting keeps your content fresh!

Tip 7. Engage with other TikTok users

User interactions are important in the TikTok algorithm, and engaging with others can expose your content to more people.

Be active and start:

• Responding to comments left under your own video, no matter if they are good or bad
• Commenting on other users’ videos, especially those from your niche and ones that have a lot of views
• Collaborating with others through Duets or Stitches
• Going LIVE on TikTok

Tip 8. Cross-promote your videos and account on other social media platforms

Do you run a TikTok account? Add it to your Instagram bio!

Did you post a new TikTok? Show it off on your Instagram Stories (of course, remember to add a link)!

Promotion on other social media platforms can help you gain larger audiences.

Tip 9. Start making TikTok slideshows

The TikTok algorithm really appreciates photo slideshows. This format generates more reach and more views on TikTok.

Currently, it is more engaging than traditional TikTok videos!

Therefore, start creating your slideshows. Big advantage: you create them faster than regular videos.

Tip 10. Create high-quality videos

By saying “create high-quality videos”, I don’t mean you need to invest in a $50,000 camera and Hollywood-level production.

But I also don’t mean your videos should look like they were recorded with a toaster.

High-quality on TikTok is leveraging your phone’s capabilities to create content so that it looks fine!

Conclusion

TikTok journey is not only about creating content; it’s also about TikTok analytics. Your videos will not become viral on this social media platform without good visibility!

Why?

Users discover new content only if it is visible! To check whether your content is visible enough, you need to measure:

• How often you are mentioned online, including TikTok itself, as well as other platforms
• The reach and impressions (TikTok views) your content generates
• Two other important metrics: your presence score and share of voice

You know your situation if you have already measured your visibility on TikTok! This data is a mine of knowledge.

Final thoughts:

• If your visibility is high, congratulations! But if it’s low, start implementing the tips I wrote above in the article.
• Measuring and increasing visibility is quite time-consuming, so you better support yourself with the proper tools.
• Your visibility may not be the best right now, but don’t worry! Just do your best, so your future content will have the best possible visibility.
• Relevant and engaging content that is regularly posted and follows current trends is the most important factor in increasing visibility.

Does your content have poor visibility on TikTok? Do you need to significantly boost it? Try Brand24 during a 14-day free trial!