Regular TikTok audits are the secret to working smarter on the fastest-growing platform on social. Just ask Alex Lewis, Senior Social Media Strategist at Abercrombie & Fitch Co.
Lewis leads organic TikTok content strategy for Hollister and Gilly Hicks, two retail brands that operate under the Abercrombie & Fitch Co. umbrella. In his role, he’s responsible for using data to bring their respective brand strategies to life on the platform. Just before the new year, he audited the brands’ TikTok presences so teams can deliver high-performing content more consistently.
“We want to help drive efficiencies for all the teams that support our TikTok presence,” says Lewis. “With that in mind, I knew a social media audit would help us gain a better understanding of our content’s performance and audience engagement over the past year.”
Lewis generously guided us through this work, so you can replicate his approach with your own brand. In this article, we'll share his tips—including how to share your findings with your team.
What is a TikTok audit?The benefits of a TikTok account auditHow to conduct a TikTok account auditWhat is a TikTok audit?
A TikTok audit is the process of reviewing your company’s TikTok account point-by-point. That includes your profile set up, content strategy, trends in engagement—everything that contributes to your performance on the platform.
This research contributes to a greater understanding of what’s working for your brand on TikTok. Your findings may also supply ideas for creative testing to optimize your brand’s TikTok presence.
The benefits of a TikTok account audit
Lewis learned a lot from auditing the Hollister and Gilly Hicks TikTok accounts. Some of those learnings have already translated into wins that have streamlined content production and boosted performance.
Here are just a few ways conducting a TikTok audit can drive similar benefits for your brand:
Refining your strategy
A TikTok audit offers an opportunity to dig deeper into your strategy, providing the context necessary to give your metrics more meaning.
KPIs can’t tell you everything. Not all views are created equal, obviously, nor is all engagement. We want to make sure we're making a positive connection with our customer, which requires quantitative and qualitative research.
