How to Use TikTok Insights for Website Content

  • by Ilona K.
How to Use TikTok Insights for Website Content

In January, TikTok updated its insights feature, offering in-depth search analytics and keyword ranking data. While marketers have a heated discussion on whether TikTok is turning into a new search engine, let’s take a look at some ways to utilize TikTok insights and analytics to inform your website’s content. 

The most recent update gives TikTok content creators a better understanding of how their content performs in search, showing traditional organic search metrics such as impressions, clicks, click through rate and average ranking position. 

For individuals and brands posting content on TikTok, it’s a game-changer. Since Google is indexing TikTok videos, creators can now approach their content more strategically by combining a hunt for viral trends with more traditional search engine optimisation techniques.

Source: Abbie Smyth on LinkedIn

The new feature complements two existing TikTok resources offering insights into how users discover and interact with content on the platform. 

Together, those resources do even more. For website owners, it is a source of valuable insights on their target audiences behavior to be incorporated into a content strategy. Ultimately, TikTok insights take brands one step further towards omnichannel user experience, where search and social work together to connect customers with brands through content, regardless of the platform. 

Let’s take a look at how you can use TikTok insights for the benefit of your website content.

5 Ways to Use TikTok Insights for Your Website

Ready for growth hacks? Here are 5 ways to supercharge your website content with TikTok insights.

  1. Cross-reference your audiences

We’ve discussed earlier how Google Analytics can help better understand the audiences that land on your website and engage with your content. With TikTok Analytics, you can compare the interests and affinities of your audience on this social platform and see if it differs from the one coming to your website.

Source: Search Engine Journal

The best part: if your brand sees a high engagement on TikTok, but your website is relatively new, you can adjust your tone of voice and website content plan in line with TikTok insights to maximize your chances to reach relevant audiences. 

You can also take it one step further. Say, you have a single website targeting all locations, but you notice a high TikTok engagement from a specific country. Then you can register an additional domain (for example, by getting one from Domains) and create a localized website with content in native language for that country. 

  1. Collaborate with creators

Users are increasingly flocking to TikTok for inspiration and product research. In fact, 40% of Gen Z’s prefer searching for information on TikTok and Instagram over Google. Which means that your potential customers have a high level of trust in recommendations from TikTok creators – for example, ⅔ of users in Brazil were keen to go to a restaurant after seeing it on TikTok. 

Source: TikTok Audience Insights

A logical recommendation here is to plan collaborations with TikTok creators to spread the word about your brand on the platform. However, you can take this one step further and embed the user-generated content to your website. Importantly, most creators require a separate clause in the contract if you want to reuse the content on your website, so don’t forget to include it in your collaboration agreement.

  1. Capitalize on trends

Here’s where the new search insights feature comes into play. If you notice that a certain piece of your content is trending and getting a high volume of impressions and clicks, consider creating a blog post or even a static landing page targeting a similar topic. This will allow you to maximize your website’s presence in search. 

  1. Target the right keywords

Anyone who has experimented with search engine optimization (SEO) is familiar with Google Keyword Planner – a source of insights about the demand in Google search for specific keywords in a specific country.

TikTok keyword insights tool works in a similar way – however, it shows search demand for keywords on its own platform. Analyzing and comparing search demand on both platforms can help you plan a cross-platform content strategy. 

Source: TikTok keyword insights

For example, if you run a skincare brand in the US, you might notice a growing demand for ‘skincare routine’ keyword on TikTok, or a viral demand for a recently launched product well-received by beauty influencers. While on Google you might see more demand for product categories, such as face masks or serums. This will give you a steer into the right direction to diversify content between your website and social platforms.

You can also check if some keywords are trending on TikTok and create blog posts or dedicated landing pages targeting those keywords. For example, if your business develops games, you might want to ensure your website addresses the queries below, with a tremendous growth rate over the past 3 months.

Source: TikTok keyword insights
  1. Analyze responses

Finally, a curious feature within TikTok Analytics allows you to see the words most used in comments to your videos. Analyze the comments to your popular videos and integrate the phrases from user responses into helpful content on your website – such as FAQs or Q&A, product descriptions and About Us landing page.


On the hunt for more growth hacks for your website? Visit Domains’ blog and connect with us on social media.

Ilona K.
Ilona K.
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