TikTok metrics brands care about
- Interactions: likes, comments, shares, favorites (favorites ≈ saves)
- Engagement rate (view‑based) = total interactions ÷ views
- Average watch time (AWT) = total watch time ÷ views
- Completion rate = completed views ÷ views
- 3‑second and 5‑second view rate = 3s/5s views ÷ views (hook quality)
- Rewatches (if available) and average views per viewer = views ÷ reach
- Shares per view and favorites per view (virality + intent)
- Profile visits and link clicks/CTR (conversion intent)
- Audience: top countries/cities, age/gender split (brand market fit)
Creative tips to raise AWT and completion
- Win the first 3 seconds with a visual hook or promise on‑frame; add a secondary beat at ~5–7s
- Use rapid pacing and pattern interrupts every 1.5–2.0s; cut filler relentlessly
- Deliver payoff by 40–60% runtime; leave a micro‑reveal late to nudge completion
- Engineer shares/favorites: utility, mini‑checklists, captions with “save for later” cues