Overview
The Content section helps you understand the topics, creators, formats, and sounds that characterize your audience's TikTok activity. By analyzing content published by audience members during the previous 90 days, TikTok Insights surfaces the hashtags they use, the profiles they mention, the content styles they create, and the audio they feature in their videos.
These insights can help identify emerging trends, cultural references, content themes, and creative patterns that are particularly relevant to your audience.
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Hashtags
The Hashtags panel highlights the hashtags most frequently used by the audience during the previous 90 days. Hashtag analysis helps reveal the topics, communities, conversations, and trends that are most closely associated with the audience's content.
The panel can be viewed in two different formats:
- Word Cloud
- Ranking
Word Cloud View:
The Word Cloud provides a visual summary of the top 50 hashtags identified within audience content.
In this view:
- The size of each hashtag represents how frequently it appears in the content sample.
- The color represents the hashtag's relevance compared to the broader TikTok population.
This visualization helps quickly identify the themes and conversations that are most prominent within the audience.
Ranking View
The Ranking view displays the top 100 hashtags along with additional metrics that help quantify their importance.
For each hashtag, the following metrics are available:
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Audience %: The percentage of the audience that used the hashtag at least once during the previous 90 days.
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Times Used: The total number of times the hashtag appeared across the analyzed content sample.
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Relevance: A measure of how distinctive the hashtag is when compared to the broader TikTok population. A hashtag may appear frequently across TikTok but have a lower relevance score if it is used equally across many audiences. Conversely, a hashtag may have a high relevance score if it is disproportionately used by this audience compared to TikTok users overall. Hashtags labeled as Distinctive are especially useful for identifying niche interests, communities, and audience-specific cultural signals. Select "Show Full Table" to view up to 100 hashtags.
Mentioned Profiles
The Mentioned Profiles panel highlights the accounts most frequently referenced within audience content during the previous 90 days. This analysis helps identify creators, brands, organizations, and other accounts that are commonly discussed or referenced by the audience.
For each profile, the report includes:
- % (Penetration): The percentage of audience members who mentioned the account at least once.
- Mentions: The total number of times the account appeared across the analyzed content sample.
Select "Show Full Table" to view the complete list of mentioned profiles.
Content Styles
The Content Styles panel helps you understand the types of content most commonly created by the audience.
Audience content is automatically classified using Audiense's content taxonomy and compared against the broader TikTok population to identify the formats, themes, and creative styles that are most characteristic of the audience. This analysis helps reveal not only what types of content the audience creates, but also which formats over-index compared to TikTok as a whole.
The panel can be viewed as either a Treemap or a Ranking table.
Treemap View:
The Treemap provides a visual overview of the content categories and subcategories that define the audience. Each tile represents a content category or subcategory.
In this view:
- Tile size represents audience penetration, or the percentage of the audience that posted content belonging to that category.
- The multiplier value (for example, 5.3x or 4.0x) represents the category's relevance compared to the TikTok baseline.
- Higher multiplier values indicate that the category appears more frequently within this audience than among TikTok users overall.
For example, a category with a relevance score of 5x appears approximately five times more frequently within this audience than would be expected based on TikTok-wide behavior. The Group by Category toggle can be used to organize subcategories under their parent category. The Treemap makes it easy to identify both highly popular content categories and niche interests that are disproportionately important to the audience.
Ranking View:
The Ranking view displays content categories and subcategories in a sortable table. For each category, the following metrics are available:
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Audience %: The percentage of the audience that posted content belonging to the category at least once during the previous 90 days.
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Relevance: A measure of how distinctive the category is compared to the broader TikTok population. Categories with higher relevance scores are more characteristic of the audience and can reveal interests or behaviors that may not be apparent from volume alone. By default, the table displays content categories. Disabling Display Categories expands the view to show all subcategories ranked together. Select "Show Full Table" to view up to 100 categories and subcategories.
Audio
The Audio panel highlights the audio tracks most frequently used across audience content during the previous 90 days. Audio is one of TikTok's strongest cultural signals and can provide valuable insight into the trends, creators, communities, and topics that resonate with an audience. The panel ranks audio tracks based on audience adoption.
For each audio track, the report displays:
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Artist Penetration: The percentage of the audience that used the audio track at least once during the previous 90 days. Tracks with high penetration indicate sounds, songs, or audio clips that have broad adoption across the audience, while lower-penetration tracks may reveal niche trends or emerging content patterns. Select "Show Full Table" to view additional audio tracks and associated metrics.
