How To Conduct An In-Depth TikTok Audit

Is my TikTok account healthy?

Bet you have never put it like this, even if you have been marketing on TikTok for a while.

TikTok has long established itself as a leading social media channel for promotion. It hits over one billion active users every month, each spending an average of 52 minutes daily there.

In fact, 54% of business owners leverage TikTok to promote their brands. Suppose you also do it enthusiastically. You work hard to raise your TikTok profile from the ground up. You share videos. You network. You reply to comments. Yet, views and engagements don’t increase, and leads don’t roll in.

Maybe it’s time to audit your TikTok account and determine the cause so that you can improve your TikTok marketing strategy later.

Let’s do it together step-by-step.

What is a TikTok account audit?

In simple words, a TikTok audit is an exhaustive evaluation of your TikTok account’s quality and performance.

It touches upon everything:

  • Page overview
  • Follower count
  • Posts
  • A number of likes, comments, views, etc.
  • Hashtags
  • And other crucial TikTok analytics metrics.

As a result, you get a holistic view of your brand’s profile on TikTok. It’s like you do regular health checkups to detect the current condition and address any issues.

For example:

Imagine you notice that your TikTok engagement rate is constantly declining. There may be myriad reasons for that. The “dullness” virus may have infected your posts, or it may be the “irrelevance” disease affecting your hashtags. Your task is to find the exact reason and the cure.

Now, let’s proceed to the full list of actions required to audit your TikTok profile.

6 quick steps to run a TikTok audit professionally

Walk through a complete checklist for your TikTok profile’s health examination.

Step #1. Assess your TikTok profile page

The two key aspects to keep in mind are the aesthetic appeal and the filling.


Does your TikTok account look visually appealing and aesthetically pleasing? Does it go in line with your social media branding strategy?

Aesthetics is not only about the profile image. It also involves small details that create a specific style and evoke people’s responses.

For example, look at Duolingo on TikTok.

The brand uses the green owl logo based on the mascot, Duo. But look at the screenshot once again. Have you noticed it? Duolingo also added an owl emoji to the bio for a total “owl tryna vibe.”


When auditing your TikTok profile, make sure you have the following elements in place:

  • Verified badge (a blue checkmark near your username)
  • Bio
  • Slogan
  • Clickable URL
  • Call-to-action (CTA)
  • Pinned posts

For instance, Red Bull has them all. To cite a few: the #givesyouwiiings slogan, a CTA (welcome to the world of Red Bull), and three pinned posts to draw people’s attention to the most impactful videos.

Step #2. Perform hashtag analysis

Naturally, you drop some hashtags under your TikTok posts to expand your brand reach and visibility on the platform, don’t you? But do you select them sensibly?

Hashtags aren’t created equal. Some work better than others. That is why it is obligatory to audit your TikTok account for hashtags and accurately measure your hashtag performance. The three groups to focus on are: trending, niche, and branded hashtags.

Trending hashtags

The long-standing trendy TikTok hashtags are:

  • #fyp
  • #foryou
  • #duet
  • #viralvideo
  • #funny
  • #humor, etc.

Then, there are time- or event-driven trending hashtags. Today, #Coachella and #UFC are among TikTok trends due to the 2024 Coachella festival and the Ultimate Fighting Championship (UFC).

Niche-relevant hashtags

For instance, Starbucks uses relevant hashtags, such as #coffee, #CoffeeTok, #coffeetiktok, #coffeeaddict, and #coffeetime, to target a niche audience of coffee lovers.

Branded hashtags

A branded hashtag is not necessarily your business name. It may be a hashtagged phrase associated with it (a slogan or a tagline).

Explore Burger King’s hashtagging strategy on TikTok. The brand adds #burgerking and #yourule, a new slogan for brand positioning.

Albert Kim, VP of Talent at Checkr, notes, “When it comes to branded hashtag tracking on TikTok, you should go beyond your TikTok account audit and embrace the whole platform. This way, you will monitor your brand reputation: what your employees, customers, or other businesses say about your company on TikTok.”

For example, Checkr found over 100 posts with the #checkr hashtag.

Take your TikTok hashtags under control with Keyhole, one of the popular hashtag analytics tools, and see how they fulfill your goals.

Step #3. Track engagement levels and discover what drives them

You can’t disregard user engagement on the platform if you want to thoroughly conduct a TikTok audit and derive valuable insights from it.

Let’s examine it more closely through an example of Popl’s TikTok account. One of the brand’s videos went viral and gathered over 80.3M views, 4.2M likes, and 10.1K comments.

This is all thanks to an influencer marketing campaign with @endiccii and her new digital business card from Popl. If you were Popl, you would definitely know how to drive engagement on TikTok in the future—through partnerships with influencers.

Ok, that was relatively easy with one TikTok video.

However, you must monitor all posts and regularly calculate the TikTok engagement rate. And again, Keyhole comes to the rescue to offload this time-consuming task from your shoulders. It can depict your TikTok profile’s timeline with the number of followers, videos, likes, views, and other key metrics. You can also track the average engagement rate with spikes and drops and figure out what TikTok content strategies provoked them.

For example, here’s a TikTok account audit of Fenty Beauty (@fentybeauty) done by Keyhole.

Step #4. Evaluate your posting frequency and time of your posts

The next stage of analyzing your TikTok account is dedicated to your post frequency and timing. Both have a significant impact on TikTok engagement. Diverse audiences actively browse the network at different times of the day and week.

It’s also worth mentioning that TikTok’s algorithms reward regular and frequent posts. On the other hand, posting too frequently is a waste of time and resources.

Knowing this, you must pick the appropriate time to post on TikTok to reach a larger audience and engage with more users. Some brands prefer to post every day one to three times on average (applause goes to Netflix), while others post only once or twice a week.

So, how often and at what hours do you post on TikTok?

Still trying to figure it out?

Keyhole can help you get your TikTok posting times and personalize them based on your previous engagement rates.

Step #5. Identify the highest-performing content

Which of your TikTok videos or images bring the best results?

During your TikTok audit, you can gain insights into what resonates most with your audience on the platform. Then, refine your TikTok content strategy: craft more posts that work well and avoid squandering time on content that doesn’t perform as effectively.

The successful content types on TikTok may be as follows:

  • Tutorial
  • Lip-syncing video
  • Challenge
  • Influencer-generated content
  • Meme
  • Stitch
  • Duet, etc.

For example:

Ryanair’s distinctive signature on TikTok is humorous videos featuring Boeing 737s with the eyes-and-mouth filter. Such videos by Ryanair typically get more TikTok views than others.

Gymshark instead prefers to rock the TikTok stage with photo carousels and a winning hashtag pack under each: #gym (niche-relevant), #meme (trending), and #Gymshark (branded).

Check your top videos by views with Keyhole.

Step #6. Spot the gaps and optimize your strategies

Whenever you analyze something, you highlight its strengths and weaknesses. You can implement the same tactic in your TikTok account audit.

Here, however, “Your TikTok profile weaknesses matter the most because they show you room for improvement, often unnoticed without proper scrutiny,” emphasizes Phil Strazzulla, Founder of SelectSoftware Reviews. “Let me guess. Most probably, you haven’t tried a text-only post feature on TikTok. If I’m right, you’d better do this before your competitors take it up,” he recommends.

Indeed, last year, TikTok launched text-only posts with features like stickers, sounds, and changeable background colors.

Why not incorporate those into your TikTok marketing strategy?

Just think of it. You can tell memorable stories to captivate and convert TikTok leads into buyers. For that, you can use an AI story generator to write engaging short stories for your TikTok success. In general, the usage of AI tools will benefit you in 2024, speed up processes, and save money in the long term run.

For example, here’s a story about Tabs Chocolate generated with AI.

Audit your TikTok account from top to bottom with Keyhole

Ready for an A-to-Z stock take of your profile on TikTok?

Draw essential data from Keyhole’s TikTok analysis, adjust your content strategy, and engage with your audience like never before, leaving your competitors green with envy. Don’t accept mediocre results.

Audit your TikTok account with Keyhole, aim high, and make your TikTok growth dream a reality.

Related Articles:

TikTok Analytics Guide 2024: Essential Metrics & Tools To Track

How To Get More Views on TikTok – 11 Proven Tips & Tricks

Frequently Asked Questions

1. Why is the TikTok audit important for business?

An in-depth TikTok profile audit helps you understand whether your TikToks perform up to their potential and whether your brand moves in the right direction according to your marketing objectives. You can also uncover your weaknesses and optimize your presence on the platform to better convey your messages to the target audience and reinforce your competitive edge.

2. What are the best tools for TikTok auditing?

The most powerful TikTok audit tools are:
-Social Champ

3. Where should I start auditing my TikTok profile?

When performing a TikTok audit, you should take a systematic approach to cover all areas gradually. Here’s a checklist to help you get started:
-Profile information and visual appeal
-Hashtag analytics
-Engagement rate
-Posting frequency and timing
-Top-scoring posts
-Weak points and ideas for optimization