Introduction to Data Insight on TikTok Shop

TikTok Shop's Data Analytics is intended to provide creators with best-in-class analytical insights and toolkits to optimize their e-commerce operations.
These analytics help provide insights to not only seasoned creators, but new creators as well to help set themselves up for success as they embark on their e-commerce platform. Data Insights in Creator Compass offers personalized data-driven recommendational insights across a multitude of dimensions to help newer creators boost their e-commerce performance. Creators who are familiar with the platform will also benefit from these insights and better streamline their e-commerce operations and performance.

Check out the use cases below to learn more about the benefits of using Data Insights in Creator Compass:

Use case 1: I want to get better product recommendations and insights

• You'll receive prompts encouraging you to add trending products (that are consistent with your product affiliations) to your Showcase.
• You can view a breakdown of each category level for the products that are trending the most with your followers — this allows you to prioritize key categories of interest.
• You can see your followers' and buyers' product preferences when customizing product recommendations to get an understanding of ideal recommendation distribution.

Use case 2: I want to get better diagnostic insights on my video content

• Depending on how many videos you post, you'll receive prompts encouraging you to either post your first video or increase your posting frequency. You also have the option to see suggestions on how to effectively boost video content and performance.
• If you've already posted video content, you'll see advanced insights along with any content policy issues associated with these videos. You'll be able to see specific policy issue reasons and suggestions on how to resolve them.
• Creators with high video volume will still be able to use Video Diagnostics for more specific video performance data.

Use case 3: I want to get better insights on my LIVE content

• Similar to video content, you can view diagnostic insights for your posted LIVEs. These metrics include but are not limited to:
  • Analysis of LIVE performance over flexible time ranges
  • Breakdown of content issues associated with posted LIVEs and action items to resolve these issues.

Use case 4: I want more tailored inspirational content that would appeal to my followers and overall market insights

• You can use our inspiration prompts to leverage content that would resonate with your followers.
  • This content will include videos posted by other creators that your followers may like or are specific to your category and will include trending music, hashtags, and topics.
• Prompts will be available for trending inspirational LIVE content from other creators and can be filtered for category relevance.

Use case 5: I want visibility into creators similar to me so that I can learn from them and assess my performance against theirs

• You'll receive prompts to view other similar creators so that you can analyze their content patterns and use your findings to optimize outcomes for your own e-commerce content.

Access and data scope

All US creators with e-commerce permissions will be able to view Data Insights in Creator compass in the app version. No special permission or action is required.
Keep in mind, however, that not all prompts (e.g. products, videos, similar creators) will be visible at the same time. The algorithm carefully crafts the most relevant prompt for each particular creator based on their e-commerce performance, content posting frequency, product category affiliations, and more. Therefore, you'll see a highly personal view of the insights that are most relevant to you.

Data Insights interface

Presented below is the interface for the Data Insights functionality in Creator Compass.
Note: Not all of these displays will be visible at the same time. The image above is meant to be representative of the broad insights that can be available.

Entrance

Creators can access Data Insights from the landing page of Creator Compass PC. The different prompts of the functionality will be visible after the key metrics section in the creator app.
Note: Image is representative of only one of the insights available

Feature walkthrough

Trending product insights and recommendations

Functionality/Component	UI interface	Key functionalities/capabilities
New trending product recommendations		Budding creators will receive prompts within Data Insights encouraging them to add more trending products to their showcase. Product recommendations will be displayed conditionally when there are insufficient new product selections within your showcase. When adding new products, creators can view a breakdown of which categories are most trending with your followers. This will also include a list of top product recommendations that highlights commission information, store ratings, and a link to directly add the product to your showcase.
Product recommendation preferences		You'll also receive prompts within Data Insights when there's a potential mismatch between products in your showcase and what your followers want. When adding new products, you can get a category breakdown view of which categories are most trending with your followers. This will also include a list of top product recommendations that highlights commission information, store ratings , and a link to directly add the product to your showcase.

Video insights and diagnosis

Functionality/Component	UI interface	Key functionalities/capabilities
Prompts for creators with zero video postings		If you're a creator with zero video postings, prompts within Data Insights will nudge you towards posting first video content. Creators can set objectives to increase GMV or increase follower count when posting their first video. Upon selecting objectives, creators will be provided with recommendations and suggestions, along with data-backed rationale behind these recommendations on how to go about posting their first video.Note: For more information on available tools related to recommendations for posting your first video, visit this link here.
Prompts for creators with low video content		For creators with low (less than four) video postings, prompts within Data Insights will encourage them to post more video content along with data insights for potential uplifts in content performance In the drilldown view, creators will see: Data insights overview for videos they've already posted Objectives for posting more videos and detailed recommendations with steps on how to post more relevant video content. The details of individual videos they've posted so far.Note: For more information on available tools related to recommendations for posting more videos, visit this link here.
Remediations Solutions for video violation issues		For creators that post videos frequently but run into video violation issues, prompts within Data Insights will display an aggregated view of violations Upon drilling down, creators can view individual violation details for each of their videos along with suggestions and recommendations on how to avoid violations in the future.

LIVE insights and diagnosis

Functionality/Component	UI interface	Key functionalities/capabilities
LIVE diagnosis for video traffic and performance issues despite optimal posting frequency		For creators that post LIVEs frequently but do not gain adequate traffic or do not have consistent GMV conversion, prompts within Data Insights will display an aggregated view of issues their content has faced. Upon drilling down, creators can view: An overview of their LIVE performance along with trends over flexible time ranges Suggestions on how to increase overall performance and engagement for their LIVEs

Inspiration and Market insights

Functionality/Component	UI interface	Key functionalities/capabilities
Get inspirational content and market insights for video content		For creators with low video content posting frequency, this prompt within Data Insights will give them the ability to view relevant inspirational content so they can leverage these for their e-commerce operations. Inspirations will consist of video recommendations with filters for viewing. This will also allow them to view inspirational content for music, hashtags, and trending topics as well. Note: For more information on available tools related inspirational content and market insights, visit this link here.

Similar Creators insights

Functionality/Component	UI interface	Key functionalities/capabilities
Get insights on similar creators		For no or low content creators as well as established creators on TikTok Shop , this prompt within Data Insights will provide visibility on creators similar to themselves. You can leverage this to benchmark your performance against similar creators as well as gain inspiration from their content and practices. To determine similarity, the algorithm takes into consideration a mix of content and e-commerce performance factors such as GMV/GPM range, creator tier, creator category, etc. and generates similar creator pools. These pools are dynamic and evolve over time. On clicking on any similar creator, you will be redirected to the TikTok profile page of the selected creator.

Frequently Asked Questions (FAQs)

1. Where can I view Data Insights in Creator Compass?

Currently, you can see Data Insights in the TikTok Shop Data Analytics app. We hope to launch the PC interface in a future iteration

2. Why can't I see certain insights?

Our algorithm shows creators the most relevant insights to showcase considering exigent improvement opportunities within their e-commerce operations. For example, creators with product mismatch issues will see product insights instead of video insights. Our team is constantly working to improve the relevancy of these insights to cater to the most relevant needs of our creators.