How do you use TikTok analytics for brand deals?

Quick answer: open TikTok's analytics (in Creator tools), pull the numbers brands care about, namely average views, watch time, engagement, and audience age, gender and location, and present only the strongest ones in your media kit and pitches. Brands want proof that your videos hold attention and reach the people who buy their product; a clear, honest snapshot beats a long list of stats.

Where to find TikTok analytics

In the TikTok app, go to your profile, open the menu, and look for Creator tools, then Analytics. You'll typically see:

• Overview: video views, profile views, likes, comments and shares over a period.
• Content: per-video stats such as total play time, average watch time, how many watched the full video, and where views came from.
• Followers: gender, age, top locations and when your followers are most active.

Which TikTok stats do brands look at?

Stat	Why brands care
Average views per video	A realistic idea of how many people a post will reach
Average watch time / full video watched	Shows your videos hold attention long enough to show the product
Engagement (likes, comments, shares, saves)	Signals an audience that reacts, not just scrolls
Audience age, gender, location	Tells the brand whether your viewers are its customers and in its shipping regions
Results from past brand videos	The strongest proof: clicks, code uses, or views on a sponsored video

How to calculate average views and engagement

• Average views: add up the views of your last 10 to 20 videos and divide by the number of videos. Using a median instead keeps one viral video from inflating the number.
• Engagement rate: (likes + comments + shares) ÷ views × 100 for each video, then average. Some brands calculate it by followers instead, so say which one you use.

Lead with your strongest number

You don't have to share every stat. If your average views are strong, lead with them; if your engagement is high, lead with that; if your audience matches the brand's customer exactly, say so. A weak number in a pitch can hurt more than leaving it out, though be ready to share full stats if a brand asks.

Put it in your media kit

1. One line on your niche and audience.
2. Three to four key stats: followers, average views, engagement, top audience locations.
3. Audience age and gender split.
4. Two or three of your best product videos with their views.
5. Your services and rates, or "rates on request".

Update it monthly so the numbers stay current. Screenshots from TikTok analytics help if a brand asks for proof.

Use analytics in your pitch

In a pitch, one number is enough: "My skincare videos average 15K views, mostly women 18 to 34 in the US." Add two links to your best videos and a specific idea for the brand's product. See how to get brand deals on TikTok.

Let Polly pick your best stat

Newcollab's AI assistant, Polly, reads your recent videos, leads each pitch with your strongest number (and leaves weak ones out), links your best posts, and writes the pitch for each brand's product.