Top 15 sentiment analysis tools to consider in 2025

Just like non-verbal cues in face-to-face communication, there’s human emotion weaved into the language your customers are using online.

Decoding those emotions and understanding how customers truly feel about your brand is what sentiment analysis is all about.

But tracking sentiment is no piece of cake.

We’re talking about analyzing thousands of conversations, brand mentions and reviews spread across multiple websites and platforms—some of them happening in real-time.

You need a sentiment analysis tool for the job.

In this post, you’ll find some of the best sentiment analysis tools to help you monitor and analyze customer sentiment around your brand.

What is a sentiment analysis tool?

A sentiment analysis tool uses artificial intelligence (AI) to analyze textual data and pick up on the emotions people are expressing, like joy, frustration or disappointment.

It leverages natural language processing (NLP) to understand the context behind social media posts, reviews and feedback—much like a human but at a much faster rate and larger scale.

Then, it calculates the average sentiment around your brand, classifying it as positive, negative or neutral. Some tools also help you monitor your competitors’ customer sentiment score. Some sentiment analysis tools can also analyze video content and identify expressions by using facial and object recognition technology.

Sentiment analysis tools help businesses gain insight into public perception, identify emerging trends, improve customer care and experience, and craft more targeted campaigns that resonate with buyers and drive business growth.

Ready to see how deep sentiment insights can transform your business strategy?

Try Sprout for 30-days free

Applications of a sentiment analysis tool

Sentiment analysis tools are revolutionizing how businesses understand and respond to customers. Here are some specific ways brands can benefit from these tools:

• Social Listening: Keep an eye on customer opinions and reactions to brands, products, services, campaigns, events and trends on social media.
• Review Management: Analyze customer feedback across multiple platforms and respond promptly and empathetically to improve customer satisfaction.
• Competitive Analysis: Compare sentiment towards your brand with competitors to understand where you stand in terms of positioning and public perception.
• Brand Insights: Gather and interpret data on brand reputation, customer experience, and product strengths and weaknesses to develop a solid brand strategy.
• Opinion Mining: Analyze both customer and employee feedback to get a clear picture of your company’s performance and identify areas for improvement.

Top 15 sentiment analysis tools to consider

We have categorised the 15 top sentiment analysis tools in to these four categories:

• • • Full stack sentiment analysis tools
    • Social media sentiment analysis tools
    • News sentiment analysis tools
    • Text sentiment analysis tools

Full stack sentiment analysis tools

These tools can pull information from multiple sources and employ techniques like linear regression to detect fraud and authenticate data. They also run on proprietary AI technology, which makes them powerful, flexible and scalable for all kinds of businesses.

1. Sprout Social

Sprout Social offers all-in-one social media management solutions, including AI-powered listening and granular sentiment analysis.

Monitor millions of conversations happening in your industry across multiple platforms. Sprout’s AI can detect sentiment in complex sentences and even emojis, giving you an accurate picture of how customers truly think and feel about specific topics or brands.

View the average customer sentiment around your brand and track sentiment trends over time. Filter individual messages and posts by sentiment to respond quickly and effectively.

Sprout also supports multilingual sentiment analysis, which helps you understand and resonate with a diverse, international customer base. Access a full scope of data tagged and filtered by smart category, without changing your query, whether by people, place, product or more. Furthermore, our Queries by AI Assist feature generates keyword suggestions for Listening queries that can further enhance your analysis landscape

2. InMoment (Lexalytics)

InMoment is a customer experience platform that uses Lexalytics’ AI to analyze text from multiple sources and translate it into meaningful insights.

It supports over 30 languages and dialects, and can dig deep into surveys and reviews to find the sentiment, intent, effort and emotion behind the words.

3. Medallia

Medallia’s experience management platform offers powerful listening features that can pinpoint sentiment in text, speech and even video.

The platform excels in collecting and analyzing real-time feedback from multiple sources, including social media, surveys, reviews, SMS, emails, voice conversations and more.

4. Qualtrics (Clarabridge)

Qualtrics is an experience management platform that offers Text iQ—a sentiment analysis tool that leverages advanced NLP technology to analyze unstructured data from various sources, including social media, surveys and customer support interactions.

The tool can automatically categorize feedback into themes, making it easier to identify common trends and issues. It can also assign sentiment scores to quantifies emotions and and analyze text in multiple languages.

Social media sentiment analysis tools

Focusing specifically on social media platforms, these tools are designed to analyze sentiment expressed in tweets, posts and comments. They help businesses better understand their social media presence and how their audience feels about their brand.

5. Brandwatch

Brandwatch offers a suite of tools for social media research and management. Their listening tool helps you analyze sentiment along with tracking brand mentions and conversations across various social media platforms.

Classify sentiment in messages and posts as positive, negative or neutral, track changes in sentiment over time and view the overall sentiment score on your dashboard.

6. Buffer

Buffer offers easy-to-use social media management tools that help with publishing, analyzing performance and engagement.

One of the tool’s features is tagging the sentiment in posts as ‘negative, ‘question’ or ‘order’ so brands can sort through conversations, and plan and prioritize their responses.

7. Agorapulse

Agorapulse is another social media management software that specializes in publishing and organizing your inbox.

It offers basic sentiment analysis capabilities in that it lets you add labels like “positive” and “negative” to inbox items that contain specific words, such as “happy”, “great”, “bad” or “awful.”

Add labels to messages manually or use the Inbox Assistant to automatically go through your messages and label all relevant items that contain the specified keywords.

8. Awario

Awario is a specialized brand monitoring tool that helps you track mentions across various social media platforms and identify the sentiment in each comment, post or review.

You can track sentiment over time, prevent crises from escalating by prioritizing mentions with negative sentiment, compare sentiment with competitors and analyze reactions to campaigns.

News sentiment analysis tools

These tools specialize in monitoring and analyzing sentiment in news content. They use News APIs to mine data and provide insights into how the media portrays a brand or topic.

9. Aylien (Quantexa)

Aylien uses AI to monitor, organize and analyze sentiment in news content. This makes it a valuable tool for PR and communications teams to keep an eye on trends and monitor public opinion and perception about brands and topics.

A key feature of the tool is entity-level sentiment analysis, which determines the sentiment behind each individual entity discussed in a single news piece.

10. Cision Communication Cloud

Cision is an AI-powered PR platform with robust media monitoring capabilities.

Its features include sentiment analysis of news stories pulled from over 100 million sources in 96 languages, including global, national, regional, local, print and paywalled publications.

11. Meltwater

Meltwater’s AI-powered tools help you monitor trends and public opinion about your brand. Their sentiment analysis feature breaks down the tone of news content into positive, negative or neutral using deep-learning technology.

The tool can handle 242 languages, offering detailed sentiment analysis for 218 of them. This makes it versatile and useful for tracking global news sentiment.

Text sentiment analysis tools

These tools run on proprietary AI marketing technology but don’t have a built-in source of data tapped via direct APIs, such as through partnerships with social media or news platforms.

12. Altair RapidMiner

Altiar RapidMiner is a comprehensive data analytics platform that includes strong text analytics capabilities. It offers a user-friendly visual workflow environment for building sentiment analysis models. It’s known for its flexibility and ability to handle complex analytics tasks.

13. Google NLP API

Google NLP API is a text analysis tool designed to extract insights and opinions from various documents, including emails, chats and social media, through entity and sentiment analysis.

It supports multimedia content by integrating with Speech-to-Text and Vision APIs to analyze audio files and scanned documents. Plus, its Translation API can analyze sentiment across multiple languages.

14. Amazon Comprehend

Amazon’s text analysis tool goes through documents, emails, social media and customer support tickets to uncover insights. It identifies key elements such as phrases, sentiment and topics, and even lets businesses train models to classify documents.

 

Moreover, it helps maintain data privacy and protects sensitive information by identifying and redacting Personally Identifiable Information (PII).

15. Microsoft Azure

Azure AI Language lets you build natural language processing applications with minimal machine learning expertise. Pinpoint key terms, analyze sentiment, summarize text and develop conversational interfaces.

The platform offers multilingual models that adapt across languages. Azure also maintains strict privacy standards by using text inputs exclusively for training models.

How to choose the best sentiment analysis tool for your business?

Choosing the best sentiment analysis tool for your business is a strategic decision that can significantly impact your understanding of customer feedback and brand perception. With numerous options available, focusing on key factors will help you find a solution that truly aligns with your specific needs.

Here are the crucial points to consider:

• • • Define Your Objectives: Start by defining what you aim to achieve. Are you monitoring brand reputation, improving customer service, gaining product insights, or something else? Your goals will dictate the required features.
    • Accuracy and Nuance: Evaluate the tool’s ability to analyze multiple languages, including sarcasm, irony, and contextual subtleties. Look for solutions that offer high accuracy and potentially support aspect-based sentiment analysis for deeper insights.
    • Supported Data Sources and Integrations: Ensure the tool can process the types of text data you have (social media, reviews, news sites etc) and integrates seamlessly with your existing platforms like CRM or marketing automation tools.
    • Scalability and Performance: Consider your current and future data volume. The tool should be capable of handling the amount of text you need to analyze, from large to small batch to large to real-time streams.
    • Reporting and Visualization: The insights are only useful if they are presented clearly. Look for easy to understand dashboards, intuitive charts, and actionable reports that make data easy to understand and share.
    • Budget and Support: Balance features with your budget. Also, assess the vendor’s customer support, training resources, and overall reputation to ensure a reliable partnership; that can help you drive best social media return on investment.

Sentiment analysis tool in action: Atlanta Hawks case study

The Atlanta Hawks needed a sophisticated way to understand their social media audience’s sentiment to optimize content and fulfill commitments to corporate partners. Their challenge was to move beyond basic metrics to grasp the emotional reactions and preferences of their predominantly young fan base, especially concerning various content types and major marketing campaigns.

The Hawks integrated Sprout Social, heavily utilizing its Social Listening tool. This enabled them to monitor real-time conversations around their brand, specific content pillars, and large initiatives like jersey launches. Sprout’s sentiment analysis capabilities provided a “Sentiment Summary” and “Topic Insights Word Cloud,” allowing them to gauge the emotional tone (positive, negative, neutral) of fan discussions, for instance, noting 99% positive sentiment for a new jersey. Atlanta Hawks’ deep dive into sentiment, coupled with content tagging and A/B testing, helped them identify what truly resonated with their audience.

By leveraging sentiment analysis, the Hawks achieved a more profound understanding of fan reactions. This insight directly contributed to a 127.1% increase in video views and 170.1% Facebook audience growth. The ability to present clear sentiment data in reports, demonstrating tangible fan enthusiasm and engagement, strengthened trust with over 35 corporate partners, allowing for more flexible and impactful content strategies.

Use sentiment analysis tools to make data-driven decisions backed by AI

AI-powered sentiment analysis tools make it incredibly easy for businesses to understand and respond effectively to customer emotions and opinions.

While there are dozens of tools out there, Sprout Social stands out with its proprietary AI and advanced sentiment analysis and listening features. Try it for yourself with a free 30-day trial and transform customer sentiment into actionable insights for your brand.

The post Top 15 sentiment analysis tools to consider in 2025 appeared first on Sprout Social.

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Top fashion influencers in Australia: 28 creators brands should know

Social media is a storefront, and fashion influencers could be your next front-window display. But with new creators popping up daily, finding the right ones takes more strategy than instinct.

40% of Australians said they’d bought something online after seeing it on social media. Among younger Aussies, that number jumps to 70% when influencers are involved.

The opportunity is clear, but only if your brand understands who to partner with to resonate with buyers and drive conversions.

Below, discover the top Australian fashion influencers to watch in 2025—plus insights into local Aussie trends and tips on choosing the best fit for your brand.

Top 10 fashion influencers in Australia (quick picks)

1. Nicole Warne (@nicolewarne)

Source: Instagram

• Instagram: 2.3M
• TikTok: 70.8K
• YouTube: 5K

Nicole is one of Australia’s original fashion bloggers. She blends elegance and influence by sharing her high-end campaigns and creative direction work.

2. Lily May Mac (@lilymaymac)

Source: Instagram

• Instagram: 3.4M
• Facebook: 491.8K
• TikTok: 216K
• YouTube: 98.5K

With a massive following and aspirational aesthetic, Lily brings global reach and a sharp sense of style to any collab.

3. Maxine Wylde (@maxinewylde)

Source: Instagram

• Instagram: 458K
• TikTok: 212.7K
• YouTube: 5.8K

Known for maximalist styling and striking visuals, Maxine has carved out a signature aesthetic that stands out in any scroll.

4. Antoinette Marie (@sydneyfashionblogger)

Source: Instagram

• Instagram: 1M
• TikTok: 9.4K

One of the first big Aussie fashion influencers, Antoinette’s timeless approach continues to influence modern Australian style.

5. Emily Venz (@emilyvenz)

Source: Instagram

• Instagram: 466.3K
• TikTok: 83.2K
• YouTube: 8K

Emily’s laid-back aesthetic and short-form fashion content resonate with both Gen Z and millennial audiences.

6. Jadé Brycki (@jadetunchy)

Source: Instagram

• Instagram: 547.2K
• TikTok: 507.1K

Jadé’s clean feed and elegant outfit inspo consistently earn high engagement in the lifestyle-fashion crossover niche.

7. Margaret Zhang (@margaretzhang)

Source: Instagram

• Instagram: 2.1M
• Facebook: 96.2K
• YouTube: 7.4K

The former Vogue China editor brings a unique cross-cultural lens and high-fashion edge to every piece of content.

8. Jacquie Alexander (@jacquiealexander)

Source: Instagram

• Instagram: 325.4K
• TikTok: 511.6K
• YouTube: 3.6K

Founder of In My Moods, Jacquie’s confident, curated style has built her a cult following in streetwear and cool-girl circles.

9. Bree Lenehan (@breeelenehan)

Source: Instagram

• Instagram: 1.1M
• YouTube: 549K
• TikTok: 450.3K

Bree is a Queensland-based lifestyle influencer known for her honest, body-positive content. She inspires followers with candid posts about self-love and wellness.

10.  Natalie Roser (@natalie_roser)

Source: Instagram

• Instagram: 1.5M
• TikTok: 54.2K
• Facebook: 136.2K

With a foot in both fashion and swimwear, Natalie mixes commercial appeal with a classic Aussie beach-girl vibe.

These influencers represent a diverse range of styles, audiences and platforms.

Incorporating them into your campaigns helps you to reach and resonate with different corners of the Australian fashion market.

The Aussie fashion influencer landscape

Over 20 million Australians use social media, with Instagram and TikTok the top platforms for fashion content. Instagram’s visual style works well for showcasing outfits, while TikTok’s short videos help trends spread fast.

Smaller influencers, like micro and nano, are becoming more popular. They have loyal audiences and often higher engagement—brands find them valuable for targeted, authentic campaigns.

Social shopping is also growing, where influencers share shoppable posts and affiliate links to drive sales directly. More live shopping experiences fuelled by VR and AI are also on the horizon.

Regarding trends, sustainability, inclusivity and realness are big. Aussie shoppers want real content from brands that share their values, so teaming up with influencers who know your audience is a smart way to boost engagement and loyalty.

APAC recommends that Australian marketers are careful to discern fads from lasting trends.

Tools like Sprout Social’s Influencer Marketing make it easier for brands like yours to find the right influencers, manage campaigns and measure the success of your influencer marketing strategy.

How to find the right Australian fashion influencers

Finding the right influencer starts with clear goals and data. Here’s what to focus on:

Audience fit

Use tools like Sprout Social’s fashion influencer insights to match influencers with your target audience. Knowing your followers’ age, location and interests helps ensure your message lands where it matters.

Engagement rate

Fashion influencers with engagement rates between 3% and 6% typically see stronger community connections. Data shows engagement is more important than follower numbers alone when measuring influence and campaign success.

Content style and quality

Look for influencers whose content style fits your brand voice. Consistent posting and high-quality visuals matter.

Brand safety and reputation

Check influencer history carefully. Sprout Social’s Influencer Management tool allows users to vet influencers for brand safety to avoid risks. Negative associations hurt your brand and campaign ROI.

Platform presence

Instagram and TikTok dominate fashion content, with over 70% of Australian fashion conversations happening there.

However, depending on your campaign goals, YouTube’s longer format boosts deeper storytelling. YouTube is projected to reach a new peak of 15.8 million Australian users by 2029.

Authenticity and values

Audiences want real voices. A Sprout Social’s Influencer Marketing report shows that authentic influencers generate three times more conversions than those with fewer genuine connections.

Sprout Social’s influencer marketing platform considers all these factors, making finding and managing the right fashion partnerships for your brand easier than ever.

Australian fashion influencers to watch in 2025

Following the above 10 quick picks, here are 18 more Australian fashion influencers to keep on your radar this year.

Mature Australian women’s fashion influencers

11. Violeta Zuvela (@violeta.zuvela)

Source: Instagram

• Instagram: 195K

Violeta Zuvela brings timeless style to the over-50 fashion scene. Based in Melbourne, she’s built a loyal following by spotlighting wearable looks and Aussie brands with warmth and polish. For marketers chasing age-diverse campaigns that don’t feel tokenistic, Violeta offers style credibility and influence that actually sticks.

12.  Ginger and Carman (@gingerandcarman)

Source: Instagram

• Instagram: 106K
• TikTok: 408.8K

Melbourne’s Ginger and Carman are redefining style, blending fearless fashion choices with rebellious joy. Their offbeat humour and rule-breaking style speak directly to women over 40. For brands wanting creative, age-inclusive content that genuinely connects, this duo is anything but business-as-usual.

13.  Fifi Milne (@shopwithfifi)

Source: Instagram

• Instagram: 41.1K

FiFi Milne is a former fashion editor turned personal shopper with a luxe-to-less approach that resonates with stylish women over 40. Based in Melbourne, her curated picks and shopping expertise make her a wise choice for campaigns targeting polished, fashion-literate Australian audiences.

Gen-Z Australian fashion influencers

14.  AJ Clementine (@ajclementine)

Source: Instagram

• Instagram: 446.6K
• TikTok: 2.1M
• YouTube: 54.7K

A model, author and creator, AJ is known for dreamy styling and storytelling that champions LGBT individuality and visibility.

15.  Sophia Begg (@sophadophaa_)

Source: Instagram

• Instagram: 649.3K
• TikTok: 1.4M
• YouTube: 109K

Australian fashion influencer and content creator, Sophia is particularly popular on TikTok. She has a large following and is recognised for her style and creative content.

16.  Isabelle Petzl (@isabellepetzl)

Source: Instagram

• Instagram: 73.2K
• TikTok: 466.5K

Isabelle, a model, is an up-and-coming content creator mixing Scandi cool with clean-girl glam and beachy neutrals.

Body-positive Australian fashion influencers

17.  Riley Hemson (@rileyj)

Source: Instagram

• Instagram: 651.6K
• TikTok: 569.7K
• YouTube: 92.1K

Riley Hemson combines fashion, fitness and lifestyle content and founded a size-inclusive label, Remmie. With a loyal Aussie and NZ following, she frequently partners with local and international brands, making her a top choice for marketers targeting diverse, engaged audiences who value genuine connection, realness and down-to-earth creators.

18.  Suzanne Stevens (@suzie_stevens)

Source: Instagram

• Instagram: 37.6K
• TikTok: 55.5K

Suzie champions bold, body-positive fashion with a vibrant, authentic voice. Based in Melbourne, she partners with Aussie brands that inspire confidence and inclusivity, often on a budget. For marketers aiming to engage diverse, empowered audiences, Suzie offers genuine influence rooted in self-love and fearless style.

High-fashion Australian fashion influencers

19.  Joshua Paine (@joshuapaine)

Source: Instagram

• Instagram: 135K
• TikTok: 685.1K
• YouTube: 19.5K

Joshua Paine is a Sydney-based model and content creator. With a strong presence on TikTok, Instagram and YouTube, he shares his journey as a full-time model and influencer, offering insights into his daily life and fashion.

20.  Izi Angus (@iziangus)

Source: Instagram

• Instagram: 346.3K
• TikTok: 31.7K

Izi’s a Gold Coast model and content creator with a bold, glam aesthetic, standout outfit reels and several luxe brand collabs.

21. Shaun Birley (@shaunbirley)

Source: Instagram

• Instagram: 120.1K
• TikTok: 42.7K
• YouTube: 1.05K

Shaun Birley is a menswear creator known for his international fashion week appearances and smart-casual styling. His content blends fashion and travel.

22. Donny Galella (@donnygalella)

Source: Instagram

• Instagram: 91K
• TikTok: 51.1K
• Facebook: 5.4K

A Sydney-based fashion stylist, Donny shares styling tips and tricks, uplifting home-grown labels and providing everyday fashion advice that appeals to men of many demographics.

23. Marvin Osifo (@marvinosifo)

Source: Instagram

• Instagram: 83.4K
• TikTok: 440
• Facebook: 16.8K

Melbourne-based Marvin is a fashion and celebrity men’s stylist known for his tailored looks and high-fashion detail. His content showcases his work with various clients in the fashion industry.

Everyday Australian fashion influencers

24. Sammy Robinson (@sammmyrobinson)

Source: Instagram

• Instagram: 614.5K
• TikTok: 318.6K
• YouTube: 683K

OG beauty and fashion creator turned founder, Sammy’s known for glowing looks and elevated capsule wardrobes.

25.  Martha Kalifatidis (@marthaa__k)

Source: Instagram

• Instagram: 713.5K
• TikTok: 268.3K
• YouTube: 36.2K

A reality TV alum turned fashion personality, Martha mixes luxe beauty, fashion hauls and influencer mum content.

26.  Sasha Morpeth (@sashamorpeth)

Source: Instagram

• Instagram: 935.8K
• TikTok: 5M
• YouTube: 15.1K

Sasha shares her going-out looks, travels and luxury lifestyle through polished content with major global appeal. She also founded the label Sasha Therese.

27.  Nathan McCallum (@nathan)

Source: Instagram

• Instagram: 784.6K
• YouTube: 73.4K
• TikTok: 85.4K

Longtime streetwear influencer and co-founder of fashion label Uncle Rose, Nathan has it all—tattoos, fits and edge.

28.  Andrew Davie (@andydavie)

Source: Instagram

• Instagram: 79.8K
• TikTok: 83.5K

Hailing from Melbourne, Andy embodies coastal cool with a laid-back approach to fashion. He built his following by sharing men’s fashion advice and globetrotting adventures.

Spotlight your brand with help from Aussie fashion influencers

The right fashion influencer doesn’t just boost reach. They shape trends, build trust and help brands stay relevant. That’s why influencer marketing is critical for fashion brands in Australia to tap into.

Sprout Social’s Influencer Marketing tool helps you find creators who align with your audience and drive tangible results with worthwhile ROI.

With AI-powered search, detailed audience insights and built-in brand safety checks, building partnerships that drive real impact is easier.

Ready to get more out of your influencer campaigns? Take the product tour.

The post Top fashion influencers in Australia: 28 creators brands should know appeared first on Sprout Social.

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How to boost your TikTok engagement rate and calculate it

Part of growing your TikTok profile is increasing the amount of engagement you receive. TikTok engagement refers to actions that your viewers take on your posts, including likes, comments and shares.

Reach and follower counts can be considered important metrics, but social media engagement shows how much your content actually resonates with your intended audience. If your videos are getting people to leave comments or share them with their audience, that’s a good sign they are finding your content relevant and engaging.

Throughout this article, you’ll learn more about what exactly TikTok engagement entails, how to calculate your TikTok engagement rate and how to improve your TikTok engagement.

What is TikTok engagement?

TikTok engagement is defined as any action that a viewer takes on your TikTok video. These include:

• Liking your video
• Leaving a comment
• Sharing your video
• Bookmarking your video
• Clicking on your TikTok shop link
• Watching more of your videos
• Following your account

Even a video view can count as engagement, though the previously mentioned actions indicate a deeper level of engagement from the viewer.

What is a TikTok engagement rate?

Your TikTok engagement rate is a social media metric that helps you to understand what percentage of your video viewers interact more with your video. This metric provides helpful insight into how effectively your content engages your viewers.

If you have a low engagement rate, you may need to explore different content ideas to see how you can better resonate with your audience and entice them to leave comments or share your videos. It’s important to track metrics like this, especially when running TikTok campaigns or influencer partnerships.

Having a clear understanding of how people are engaging with a specific influencer lets you know whether you want a partnership with a TikTok influencer or not. Moreover, your engagement rate metric for your own brand will likely be a big part of your social media reporting to illustrate that your social media team is producing quality content that resonates with your brand’s audience.

How to calculate your TikTok engagement rate

While you can access data surrounding specific TikTok engagements within your TikTok analytics—or other analytics tool of choice—you’ll have to calculate your engagement rate yourself.

The formula for TikTok engagement rate is:

TikTok Engagement Rate = [(Total Likes + Comments + Shares)/Total Number of Views] x 100

You can calculate your engagement rate per video or for all videos published over a specified time range.

Let’s go over an example.

If you use TikTok’s built-in analytics, the Overview section provides you with a detailed look into your engagements over a specified time period (either 7 days, 28 days, 60 days or a custom time frame you can select):

Head over to the Reach tab, to find your total video views for a specific time period as well.

You can also use a tool like Sprout Social’s analytics to easily calculate your engagement rate. Log into your account and head to your TikTok Profiles dashboard to get a clear look at your report.

Sprout Social’s data makes calculating engagement rate easy, as it already combines all of your engagements. Rather than having to add those up as part of the formula, you can simply plug in the engagements and video views numbers.

Using the data from Sprout Coffee Co., if we enter those numbers into our TikTok engagement rate formula, we get these results:

[190,024/1,112,731] x 100 = 17.1%

Multiplying your engagement right by 100 at the end helps the final result come out in percentage form, a typical format for your social media reports. Give it a try by signing up with Sprout Social for a free trial.

How to track your TikTok engagement

Tracking your TikTok engagement is one way to know if your content strategy on the app is working. By monitoring your metrics, you can identify trends, understand your audience on a deeper level and make data-driven decisions to fuel your brand account growth.

While TikTok offers native analytics, using a comprehensive social media management tool like Spout Social provides more insight into your content performance in the context of your overall social strategy.

How to track your TikTok engagements with Sprout Social

Connecting your TikTok profile to Sprout Social consolidates your analytics and engagement data into a single, powerful platform. Connect all your social accounts to Sprout and compare your performance data across networks.

Step 1. If you’re not yet a customer, you can get started with a free 30-day trial using your business email. This gives you full access to reporting data.

Step 2. Navigate to Settings and then click Groups & Social Profiles.

Step 3. Click Add a Social Profile and select TikTok from the menu.

Step 4. Authorize the connection by logging into your TikTok account. Once connected, Sprout will begin pulling in your profile data and post performance.

Step 5. Once your profile is connected, Sprout backfills 60 days of TikTok metrics. Sprout’s TikTok Profiles Report provides a comprehensive view of the metrics that matter most, including:

• Video Views
• Audience Growth
• Engagement Rates (Likes, Comments, Shares)
• Top Performing Posts

Sprout Social centralizes your TikTok performance data with insights from all your other social networks. This unified reporting offers a single source of truth, eliminating the need to jump between native networks and analyze data. For social media marketers, this means you can easily compare cross-channel performance and present the full impact of your social strategies to stakeholders.

Ready to quantify your social media presence with Sprout? Sign up for a free trial today.

10 valuable ways to boost your TikTok engagement rate

While 17.1% from our above example is a pretty fantastic engagement rate, that may not be the case for your business. And that’s okay!

But you’re probably looking for a few tips to increase those numbers. Implement some of these tips into your TikTok strategy to help boost your engagement.

1. Quality content beats quantity

Above all else, quality content is the way to go. While you may have seen stats about how TikTok recommends posting 1-4 videos per day, but if those videos aren’t high quality, no one is going to want to watch them.

Instead, aim for a consistency that is realistic for your team but doesn’t sacrifice quality. Plus, RivalIQ’s TikTok benchmark report found that most brands are posting around 1.75 videos per week—a rather sustainable frequency as opposed to multiple videos per day.

Take sustainable candle shop, Mala the Brand, as an example. The brand posts one video per business day, so up to five days per week (or fewer if there is a national holiday).

The brand’s strategy is simple but solid. The social media manager creates a number of posts sharing behind-the-scenes content, new scent updates, tips, business information and answers to customer questions. It’s good content that doesn’t feel rushed just to push content out.

Keep this in mind as you build out your own TikTok content strategy.

2. Post at the right times

Even if you’re consistently sharing quality content, posting at the wrong times means your audience might not even have a chance to see and interact with it.

But you need to know more than just the best times to post on TikTok. You need to know the best times to post for your specific audience. A TikTok scheduling tool like Sprout Social can help.

When you get ready to publish or schedule your TikTok videos through Sprout Social, you can access our Optimal Send Times feature, powered by our patented ViralPost(r) technology. This AI-powered technology analyzes your audience’s engagement patterns to suggest the best times to post. Remove the guesswork from publishing and maximize your TikTok video reach.

3. Inviting viewers to share what they think in the comments

Invite engagement on your video by asking viewers to leave TikTok comments. This is a great way to be able to hold conversations with your audience by reading and responding to their comments.

But more than that, TikTok allows users to respond to a comment with a video, helping you to further engage with your audience. Let’s take a look at this example from Gushers. The brand posted a video with a number of random food combinations, and someone replied with a comment that says, “Pretzel gushers.”

In response, Gushers created a video response trying out the new food combo:

This video generated almost 1,000 views and a number of new comments. Try to engage your audience by asking for comments and responding to them when you receive them. This will help you increase your organic views on TikTok.

4. Post consistently

Yes, quality over quantity. But, consistency is also key.

When you’re creating a TikTok content strategy, you need to have a plan for how you can regularly pump videos out. Quality might be the most important factor in your videos, but having a consistent schedule so your videos are regularly showing up in feeds is a close second.

Consider batch-recording your video content to make it easier to post more consistently. This way, you can create a week or so worth of videos at one time, rather than having to pull out your recording equipment every single day.

5. Define your niche and stick to it

Find your niche. Sure, you might sell candles. Or cookies. Or burrito bowls. But what specifically will dictate the type of content you share?

As a candle company, you might focus on behind-the-scenes content that showcases how you make each of your products. As a cookie bakery, you might focus on showing off your different best selling cookies. And if you sell burrito bowls, you might, like Chipotle, make memes a big part of your strategy.

The bottom line is this—you want to choose a specific niche and focus for your content. This way, your audience comes to know what to expect from your brand and they can enjoy each video or post you put out.

Let’s take a look at Gymshark, a fitness apparel store. This brand’s TikTok strategy doesn’t even center around video content. Every single one of Gymshark’s posts is an image carousel with motivational text overlaying each image.

This simple and consistent strategy garners the brand hundreds of thousands if not millions of views on each video. Find your own niche and use it to grow your audience.

If you’re not sure where to start, consider browsing the For You page to see what other brands and creators are doing. This can be a great way to gather inspiration for your own TikTok marketing campaigns.

6. Make the most of user-generated content

User-generated content is another great strategy for increasing engagement. Consumers trust user-generated content, with 86% saying they trust UGC over influencer content and are more likely to buy from a brand sharing UGC.

UGC is a type of content—in this case, a TikTok video—that someone has created that mentions your brand or showcases your product or service somehow. You can then reshare this content on your own feed as a form of social proof, letting your audience know that you have happy customers and that they could be one, too.

Here’s a great example from Dunkin’. One of Dunkin’s customers shared a video of them enjoying a Valentine’s Day-themed donut. Dunkin’s team found it and commented asking if they could repost it on their own feed—the perfect step to take before sharing UGC with your audience:

Monitor your brand across different social media platforms to see if anyone is posting videos mentioning you or your product. If you’re not finding any organic UGC, consider putting out an ask for your customers to share photo or video content you can use. Or, you might even look into hiring a UGC creator to help you compile some great content.

7. TikTok ads can increase engagement

Running TikTok ads is also a great way to reach a wider audience, grow your audience and subsequently increase your overall engagement. There are a number of different types of ads, ranging from brand takeovers to sponsored hashtags. But one of the best types of ads to increase engagement is the in-feed ad.

This is just like a TikTok video that you pay to promote. Viewers can head to your profile, leave likes, add a comment and more.

Take a look at this in-feed ad run by integration software Zapier. It draws people in by showcasing something useful that can be done with its tool. It includes all of the components of a regular post—video, caption and hashtags.

People can even swipe over to view the profile. A website will pop up first as the CTA for viewers to learn more. They can take action on your website, but then they can also head to your profile afterwards, potentially watching more of your videos or following your account.

Put together your own TikTok ads strategy so you can reach a wider audience and increase your engagement.

8. Hook the viewer

It’s incredibly easy for viewers to continue scrolling through their feed if your video doesn’t immediately interest them, hook them or draw them in. There are many different ways to do this, and we’re going to walk you through a few different examples to give you a better idea of how to create your own attention-grabbing video content.

First, take advantage of popular TikTok sounds in your content. When different sounds are used often—especially in a way that’s recognizable and enjoyable—it makes people stop scrolling to see the sound used in a fun new way.

Take a look at Capri Sun using the popular TikTok sound from The Kardashians of Kris Jenner showing off her china collection to a friend. Many brands and creators use this sound when showcasing something cool—and Capri Sun did just that when showing off its new straws.

Another way to grab attention is to hook the viewer with a great story. Dive right in with a strong story hook in order to get them to stop scrolling—or use a text overlay to explain more about your story so people want to hear the full thing.

While not a brand, you could also take a page out of creator Alana Fineman’s book. She shares different restaurant skits and starts every video with the same line—”Time for another restaurant story.” And it pulls in her audience and gets them ready for story time every time.

Also, keep an eye out for various TikTok trends that your brand can jump on. These are more likely to pop up in the For You page if they’re timely enough and they’re also more likely to catch a viewer’s eye.

Finally, consider hopping on a TikTok challenge as long as it’s still relevant to your business. Or, create your own challenge and challenge your audience to give it a try.

Here’s an example of a video that isn’t a challenge, but easily could be turned into one. Essie created a fun and nostalgic ’90s nail art TikTok post. The team easily could’ve turned this into a challenge by asking followers and nail influencers to create their own ’90s looks.

While there doesn’t necessarily have to be an incentive, one great way to increase engagement and participation is by offering a prize to the best (a more subjective choice) or the video that gets the most likes (a more straightforward option).

9. TikTok SEO will increase your visibility

SEO stands for search engine optimization, and TikTok is a search engine. In fact, 40% of Americans are using TikTok as a search engine—so you need to pay attention to TikTok SEO as a part of your marketing strategy.

Some tips include:

• Using TikTok’s predictive search to help you come up with video ideas based on what people are looking for
• Incorporating your video’s focus keyword(s) naturally into your video caption
• Adding hashtags that use your video’s focus keyword(s)
• Having a good understanding of the TikTok algorithm and key ranking factors

Make sure you’re including SEO within your content strategy to increase chances of your video reaching your audience and increasing engagement.

10. Hashtag campaigns

Finally, consider running a hashtag campaign to help spread the word about your business and its products or services even more. A hashtag campaign creates a branded hashtag, then asks viewers to use that hashtag in their own video content to spread the word.

Here’s a great example that’s pretty popular—#CanvaTok. This is a hashtag that graphic design tool Canva uses within its own TikTok captions. But many other designers and small businesses on the app also use it to show off their different creations.

Creating a hashtag campaign can take some time to build up. You need to use it enough within your own videos for it to start to catch on, while also using CTAs to get your audience to use that TikTok hashtag within their video captions as well.

Boost your TikTok engagement rate

Ready to boost your TikTok engagement rate? Start implementing these 10 engagement strategies and learn how to keep track of your overall engagement rate.

To learn even more about TikTok marketing, head over to check out our ultimate guide to creating a TikTok marketing strategy that will work for your business.

The post How to boost your TikTok engagement rate and calculate it appeared first on Sprout Social.

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