TikTokData.xlsx

We used TikTok’s built-in account analytics to download and record video and account metrics for the period between 10/8/2021 and 2/6/2022. We collected the following summary data for each individual video: video views, likes, comments, shares, total cumulative play time, average duration the video was watched, percentage of viewers who watched the full video, unique reached audience, and the percentage of video views by section (<em>For You</em>, personal profile, <em>Followin</em>g, hashtags). We evaluated the “success” of videos based on reach and engagement metrics, as well as viewer retention (how long a video is watched). We used metrics of reach (number of unique users the video was seen by) and engagement (likes, comments, and shares) to calculate the engagement rate of each video. The engagement rate is calculated as the engagement parameter as a percentage of total reach (e.g., Likes / Audience Reached *100).