Social Media Audit
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      How to perform a TikTok audit

      Learn how to complete the Instagram portion of the Social Media Audit for the Fertilizer package.

      Helpful Resources

       

      With its explosive growth and widespread appeal, TikTok has become one of the most popular social media platforms globally, boasting over a billion active users as of early 2022. Its addictive short-form video format, personalized algorithm-driven feed, and vibrant user community have revolutionized the way people consume and create content. For brands, TikTok presents an unparalleled opportunity to reach and engage with a diverse and highly engaged audience, particularly younger demographics who are increasingly turning to the platform for entertainment, inspiration, and discovery. With its viral potential, creative possibilities, and ability to foster authentic connections, TikTok offers brands a unique platform to showcase their personality, creativity, and authenticity, making it an essential channel for any modern marketing strategy.

      Profile Information

      Purpose: A well-optimized profile enhances brand visibility and engagement! 

      Action Items: Fill out the following information. 

      • Name on Account
        • List out the account name. Look for typos or discrepancies, or even ways to improve the client’s presence. 
        • Analyze the consistency and clarity of the account name. Also look at consistency across platforms. 
      • Profile Picture
        • Copy or download the profile image and paste it into the cell in the audit. 
        • Examine the profile picture’s relevance to the account’s purpose. Also look at consistency across platforms. Does the image match what the client does and is it a good format for round social media profile images?
      • Handle Name
        • Copy and paste the handle
        • Analyze the handle’s uniqueness and memorability. Also look at consistency across platforms.
        • Connect the handle to the brand, keywords, or personal identity.
      • URL
        • Paste in the profile link
      • Bio Description
        • Copy and paste 
        • Analyze the bio text for clarity, conciseness, and brand messaging. Look at the key information conveyed in the bio and if any improvements can be made. 
      • Link in Bio
        • Examine the link provided in the bio (if applicable).
        • Connect the link to specific campaigns, promotions, or content.
        • Summarize the call-to-action or purpose of the link and suggest improvements if needed. Maybe the client would benefit from a dynamic link in bio if they are regularly needing multiple links or it would benefit customers.
      • Last Active Date / Post Date
        • Find the date of the last post the client posted. 
      • Multiple Accounts Found
        • This is rare but sometimes happens. Do a quick search of the client’s name to see if they have outdated and unused social media accounts. 
      • Profile Analysis
        • Combine insights from all the above elements.
        • Identify strengths, weaknesses, and opportunities for improvement.
        • Summarize actionable recommendations for optimizing the account’s profile and performance.

       

      Account Statistics Overview

      • Followers
        • List out the current number of followers
      • Frequency of Posting (Per Week)
        • Just average this out based on looking at their posting frequency. 
      • Engagement Rate
      • Account Statistics Analysis
        • Dive deeper into all this and provide insights on
          • Frequency of Posting (Per Week):
            • Examine the consistency of posting frequency.
            • Connect posting patterns to engagement levels (e.g., more frequent posts may lead to higher engagement).
            • Summarize the optimal posting frequency based on audience response.
          • Engagement Rate:
            • Calculate the engagement rate (likes, comments, shares) per post.
            • Connect engagement metrics to specific types of content (e.g., short videos, long videos, image swipes, stories).
        • Overall Analysis:
          • Combine insights from followers, posting frequency, and engagement.
          • Identify patterns or correlations (e.g., higher engagement on certain days or times).
          • Summarize actionable recommendations for improving social media performance.
          • Give some good insights into what time of day is best for posting on TikTok.
            • Use the clients business insights if you have access.
            • Generally, the best times to post on TikTok are 2 p.m. on Mondays, 4 p.m. on Wednesdays, and 8 a.m. on Sundays. On most days, reach tends to pick up later, with peaks usually happening in the late morning or afternoon.
              • Monday: 2 p.m.
              • Tuesday: 10 a.m.
              • Wednesday: 4 p.m.
              • Thursday: 4 p.m.
              • Friday: 10 a.m.
              • Saturday: 8 a.m.
              • Sunday: 10 a.m.
            • A lesser-known insight about TikTok's algorithm pertains to consistency. We've discovered that maintaining a consistent posting schedule, specifically at the same time on designated days, assists the algorithm in effectively identifying and showcasing your content to viewers. Unlike platforms that prioritize chronological order, TikTok prioritizes user preferences in content display. Therefore, adhering to a consistent posting schedule can potentially enhance the visibility of your content by aiding the algorithm in recognizing your content for regular presentation.

      Platform Demographics

      No edits actually need to happen to this section! These numbers are standard and just useful information preloaded into the audit that can help you understand which social media platforms the client’s target audience spends their time on. 

       

      Best Performing Posts

      • Purpose: Analyzing a client’s best-performing TikTok posts sheds insights into what content resonates most with their audience. By understanding which posts receive the highest engagement, we can refine our social media strategy, create more relevant content, and optimize future campaigns to drive better results.
      • Action Items: If you have access to the client’s account, you can find performance data inside the analytics in the TikTok app. If not, spend some time scrolling the client’s TikTok and identify the most watched post. 
          • Post URL Link
            • Copy and paste the link to the post
          • Post Caption
            • Copy and paste the post caption to analyze for performance
          • CTA
            • There may not be one, but if so, list it. If not, just put “N/A”
          • Content Type
            • Video vs image swipe post
        • Post Timing
          • Date
          • Day of Week
        • Statistics
          • Likes
            • Number of likes on the post
          • Comments
            • Number of comments on the post
          • Shares
            • Number of shares on the post
          • Views/Saves
            • Number of views & saves on the post
              • Format like 35,778 | 4,345

       

      Action Plan & Strategies

      • Platform Objectives
          • Purpose: Determining the platform objective sets the direction for the brand's TikTok presence, guiding content creation and audience engagement strategies. While a brand can have multiple objectives, focusing on more than 3-5 main goals can lead to a diluted message and scattered content, making it challenging to effectively resonate with the audience and achieve meaningful results.
          • Action Items: List 3-5 objectives in the Platform Objective section of your audit. This list can get you started, but feel free to include your own ideas based on what the client has expressed.
            • Increase brand awareness among younger demographics.
            • Showcase products or services in a creative and engaging way.
            • Drive website traffic or app downloads.
            • Build a loyal and engaged community of followers.
            • Capitalize on trending challenges or hashtags to boost visibility.
            • Establish the brand as culturally relevant and innovative.
            • Generate user-generated content through challenges or collaborations.
            • Drive sales or conversions through promotional campaigns.
            • Enhance brand authenticity and relatability through storytelling.
            • Connect with influencers to amplify brand reach and engagement.

      • What's Working?
          • Purpose: Identify successful strategies and best practices that contribute to their social media success. By understanding their strengths, we can leverage and build upon these elements to further enhance their TikTok presence and achieve their business objectives. 
          • Action Items: List out a few of the social strategies the client is doing well. These can always be improved on, but we want to be sure to notate what is working well for them. A few ideas to get you started:
            • Increase Brand Awareness: Create engaging and shareable content that showcases the brand's personality and values. Utilize trending sounds, effects, and challenges to maximize reach and visibility.
            • Showcase Products or Services: Develop creative and entertaining videos that highlight key features and benefits of products or services. Incorporate storytelling and user-generated content to make the content more relatable and authentic.
            • Drive Website Traffic or App Downloads: Include calls-to-action in video captions or comments directing viewers to visit the company's website or download the app. Utilize TikTok's "link in bio" feature to drive traffic to specific landing pages.
            • Build a Loyal Community of Followers: Engage with followers through comments, likes, and direct messages. Create content that encourages interaction and conversation, such as Q&A sessions, polls, or challenges.
            • Capitalize on Trending Challenges or Hashtags: Monitor trending challenges and hashtags relevant to the brand's industry or target audience. Participate in these trends by creating content that aligns with the theme while adding a unique brand perspective.
            • Establish Brand Relevance and Innovation: Showcase the brand's innovative side by experimenting with new video formats, editing techniques, and storytelling methods. Stay updated on emerging trends and adapt content accordingly to maintain relevance.
            • Generate User-Generated Content: Encourage user participation through challenges, contests, or collaborations. Create branded hashtags and prompts that inspire users to create and share content related to the brand.
            • Drive Sales or Conversions: Run promotional campaigns offering exclusive discounts, giveaways, or limited-time offers. Incorporate clear calls-to-action in videos directing viewers to make a purchase or sign up for a service.
            • Enhance Brand Authenticity and Relatability: Share behind-the-scenes content, employee stories, or customer testimonials that humanize the brand and showcase its values. Be transparent and genuine in communication with followers.
            • Connect with Influencers: Collaborate with TikTok influencers relevant to the brand's industry or target audience. Partner with influencers to create sponsored content that introduces the brand to a wider audience and leverages their influence to drive engagement and conversions.
      • What Could Be Improved?
          • Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's TikTok presence, increase engagement, and drive business results.
          • Action Items: List out a few of the social strategies the client could improve upon. You will list specific action items in the next row. A few ideas to get you started:
            • Low Brand Awareness: Content lacks creativity and fails to resonate with the audience. Trending sounds, effects, and challenges are underutilized, resulting in limited reach and visibility.
            • Poor Product Showcase: Videos are dull and fail to effectively highlight product features or benefits. There's a lack of storytelling and user-generated content, making the content less relatable and authentic.
            • Weak Traffic Generation: Calls-to-action are missing or unclear in video captions or comments, resulting in minimal website traffic or app downloads. The "link in bio" feature is not utilized effectively to direct viewers to specific landing pages.
            • Limited Community Engagement: Client fails to engage with followers through comments, likes, or direct messages. Content lacks interactivity and fails to encourage meaningful interaction and conversation with the audience.
            • Missed Trend Opportunities: Client does not monitor or capitalize on trending challenges or hashtags relevant to their industry or target audience. Lack of participation in trends leads to decreased visibility and engagement.
            • Lack of Brand Relevance and Innovation: Content lacks creativity and innovation, resulting in a stagnant presence on the platform. Failure to adapt to emerging trends leads to decreased relevance and engagement.
            • Limited User-Generated Content: Client fails to encourage user participation through challenges, contests, or collaborations. Branded hashtags and prompts are not compelling, resulting in minimal user-generated content related to the brand.
            • Poor Sales or Conversions: Promotional campaigns lack effectiveness, with offers and calls-to-action not compelling enough to drive sales or conversions. Lack of clear direction in videos leads to low engagement and conversion rates.
            • Weak Brand Authenticity and Relatability: Client fails to share behind-the-scenes content, employee stories, or customer testimonials, resulting in a lack of humanization and authenticity. Communication with followers lacks transparency and genuineness.
            • Limited Influencer Connections: Client fails to effectively collaborate with TikTok influencers relevant to their industry or target audience. Lack of influencer partnerships results in missed opportunities to expand reach and drive engagement.
      • Action Items
        • Purpose: These specific tasks help prioritize efforts, guide implementation, and ensure that identified areas for improvement are addressed effectively, leading to measurable progress and tangible results in achieving the client's social media goals.
        • Action Items: Ideally you will analyze the platform as whole and identify what needs to be fixed and list the action item to fix it in this section. Each item listed in the previous “What Could Be Improved?” section should have an action item attached to it. Here are a few specifics to get you started: 

          • Improving Brand Awareness:

            • Conduct research to understand audience preferences and interests.
            • Invest in creativity and experiment with different content formats.
            • Collaborate with influencers to amplify reach and engagement.

          • Enhancing Product Showcase:

            • Develop a content strategy focused on storytelling and user-generated content.
            • Highlight unique selling points and benefits of products/services.
            • Incorporate customer testimonials and reviews into content.

          • Boosting Traffic Generation:

            • Optimize calls-to-action for clarity and effectiveness.
            • Use analytics to track traffic sources and optimize content accordingly.
            • Implement a consistent posting schedule to drive traffic consistently.

          • Increasing Community Engagement:

            • Allocate resources to engage with followers through comments, likes, and direct messages.
            • Encourage user participation through interactive content and challenges.
            • Respond promptly to feedback and inquiries to foster a sense of community.

          • Capitalizing on Trend Opportunities:

            • Monitor trends and participate in relevant challenges and hashtags.
            • Create content that aligns with trending topics while maintaining brand authenticity.
            • Engage with trending content from other creators to increase visibility.

          • Enhancing Brand Relevance and Innovation:

            • Stay updated on emerging trends and adapt content strategy accordingly.
            • Experiment with new video formats, editing techniques, and storytelling methods.
            • Collaborate with creators and influencers known for innovative content.

          • Encouraging User-Generated Content:

            • Launch user-generated content campaigns with compelling incentives.
            • Create branded hashtags and prompts to encourage user participation.
            • Share and amplify user-generated content to showcase community engagement.

          • Improving Sales or Conversions:

            • Create compelling promotional campaigns with clear calls-to-action.
            • Offer exclusive discounts, promotions, or limited-time offers to incentivize conversions.
            • Track and analyze conversion metrics to optimize campaign performance.

          • Strengthening Brand Authenticity and Relatability:

            • Share behind-the-scenes content, employee stories, and customer testimonials regularly.
            • Be transparent and genuine in communication with followers.
            • Showcase the human side of the brand to foster authenticity and relatability.

          • Building Influencer Connections:

            • Identify and reach out to relevant influencers for collaboration opportunities.
            • Develop mutually beneficial partnerships with influencers to reach new audiences.
            • Leverage influencer content to enhance brand credibility and engagement.

       

      Should clients utilize TikTok as part of their social media strategy?

      Incorporating TikTok into a client's social media strategy can offer numerous benefits, but it's essential to carefully evaluate whether it aligns with their objectives and target audience. Here are key considerations to determine if TikTok is the right fit:

      • Audience Reach: TikTok boasts a diverse and engaged user base, particularly among younger demographics, making it an ideal platform for brands targeting Gen Z and millennials.
      • Creative Opportunities: With its short-form video format and extensive editing tools, TikTok provides ample opportunities for brands to showcase creativity, share engaging content, and stand out in a crowded social media landscape.
      • Brand Authenticity: TikTok's informal and authentic nature allows brands to humanize their presence, connect with audiences on a personal level, and showcase their brand personality in a relatable way.
      • Trending Potential: TikTok's algorithm-driven "For You" page offers significant potential for content to go viral and reach a broader audience, particularly through participation in trending challenges and hashtags.
      • Competitive Landscape: Assessing competitors' presence and performance on TikTok can provide insights into the platform's effectiveness within the industry and potential opportunities for differentiation.
      • Resource Investment: Effective TikTok marketing requires consistent content creation, engagement, and monitoring. Clients should evaluate whether they have the resources and expertise to maintain an active presence on the platform.