Introducing Video Insights: Data to fuel your ad creative

At its core, TikTok is a short-form video sharing app where content is key. Curating fresh and creative content can be a daunting task, which is why we strive to give brands the tools to understand their audiences, and empower them to create content that resonates.

When producing video creatives for TikTok ads, you may encounter challenges like:

• "I don't know which elements of my video are impacting performance."

• "I need to know which version of this ad creative is more effective."

• "I want to know how my video metrics have evolved over time."

• "I don't know how my video performance compares with other brands in my industry."

Introducing Video Insights

Today, to help advertisers create more engaging video content, we're excited to announce the launch of Video Insights, which is now globally available within the Reporting toolbar of TikTok Ads Manager.

On the Video Insights home page, you can explore broader performance trends in your video library and compare against industry benchmarks for each metric. Click any video to open up deeper insights, including frame-by-frame engagement, ad spending over time, audience breakdown, and even comment analysis by sentiment and theme.

With Video Insights, you can:

• Compare your ad performance against industry benchmarks.

• Dive deeper into the specific video elements that are making your ads perform.

• Inspire new videos and optimize your production workflow through an informed content strategy.

3 ways to use Video Insights

Get an overview of your ad creative

Start by getting a big-picture overview of your video creatives on the Video Insights home page to plan for future campaigns. To do this, you can:

• Take note of key metrics across your videos—try filtering by campaign or ad group—and see which styles led to more positive metrics. Our industry ranking feature will show how your video metrics compare to the average value of advertisers in the same registered industry as you.

• Gather quick insights from your top-performing videos in the trend analysis graph on the home page. You can view performance trends through key metrics like impressions, conversions, click-through rate (CTR), and more. Once you have uncovered what's working best, you can apply these insights to future campaigns.

• Use the comparison analysis coordinate graph to pick out the videos with high CTR and low cost, which can help identify high-potential videos that could be even more successful with the right adjustments. Try out different hooks, rearrange video elements, or make a new video based on the same topic.

• Utilize the video comparison tool to gather aggregated data for a group of videos. If you have a group of videos about a certain topic, you can add all of those videos to a video group within the comparison tool and then see an aggregated view of all those videos in the chart provided.

Deep-dive into your most successful videos

Occasionally, you'll notice that one video is performing better than usual. With Video Insights, you can dig into the specifics of what made that video succeed. The video analysis drawer offers five dimensions for you to tap into the insights of an individual video: key frames, audience, Instant Page, Interactive Add-On, and comments.

• Start by analyzing the video in the key frame tab and take note of the peaks and valleys on each line graph. The peaks will show you the winning elements that you can recycle in a future video, whereas the valleys or dips will signify the extra fluff that could be moved around or removed from the video.

• You can also gather helpful insights about the audience who has interacted with your video, as well as themes in their comments and how they interacted with your Instant Page or Interactive Add-On elements. By examining which elements prompted higher engagement from your audience, you can look for ways to replicate that video's success in future content.

Share with the whole team and get creative

Beyond measurement and reporting, Video Insights is useful for inspiration and ideation throughout the ad planning and creation process. You can share the insights you uncover with your creative team, influencer partners, and content creators to help them make informed decisions about future video strategy.

Video Insights is the first step in identifying what makes a successful video thrive on TikTok. Use it to hone in on what works, find inspiration for new videos, and focus your content strategy around what's performing best.