TikTok Account Audit: Checklist for Brands
TikTok's For You feed can put any video in front of a large audience, but only if people watch. Here's how to audit a TikTok business account's setup, content and results.
Key takeaways
- Use a Business Account for analytics, links and commercial music.
- Watch time, completion and rewatches are central to For You distribution.
- TikTok is also a search engine; use searchable words in captions, on-screen text and speech.
- Turn organic winners into Spark Ads to scale what already works.
TikTok can grow small brands quickly because distribution depends on how each video performs, not only on follower count. Background: how the TikTok algorithm works and TikTok tips for small businesses.
1. Account setup
- Business Account enabled
- Recognisable name, username and profile photo
- Bio stating what you offer and a call to action
- Website link and contact options enabled
- Two-factor authentication on
2. Content analysis
From TikTok Studio/Analytics, last 60–90 days:
- Average watch time and watched full video percentage per video
- Share of views from the For You feed vs followers, profile and search
- Top 10 videos: shared hooks, topics, length, formats, people
- Videos with high views but few profile visits or follows (entertaining but not connected to your brand)
- Posting frequency and consistency
3. Hooks and format
- Clear hook in the first 1–2 seconds (visual and text)
- Native feel: vertical, real people, on-screen text, trending sounds where suitable
- Commercial-use music only for business accounts
- Series formats that bring viewers back
4. TikTok search
- Captions, on-screen text and spoken words include terms people search
- Videos answering common customer questions
- Check TikTok’s search suggestions for your topics
5. Community
- Comments replied to; video replies to good questions
- Duets and Stitches with relevant creators
- DMs answered
6. Creators
- Creator partnerships for reach and trust (Creator Marketplace or direct)
- Content disclosed correctly as branded
7. Ads and tracking
- TikTok Pixel and Events API set up
- Spark Ads used for top organic videos
- Results compared with other paid social
8. Results
- Profile visits, link clicks, enquiries and sales from TikTok
- GA4 traffic from TikTok with UTMs
9. Policy
- No Community Guidelines violations or restricted videos
- Ad and branded content policies followed
Part of the social media audit.