TikTok audit template: 8 sections, scored, with a Glossier example

A TikTok audit template needs eight sections: profile setup, posting rhythm, reach, engagement, formats and length, search coverage, what ranks for the brand name, and creators and community. Score each from 0 to 5, so an account lands somewhere out of 40. Below is the full template with checks and benchmarks, filled in for Glossier from public data pulled on 5 October 2026.

What that example found: Glossier posted 3.0 times a week from 15 July to 2 October 2026, with a median of 6,896 plays per post and 4.51% engagement per view. That engagement figure is above the beauty average. Its search side has the biggest opening: 11 of the 26 typed Glossier searches we found had no matched videos, and "future dew by glossier" alone drew 300,449 searches in 7 days. This is an outside-in audit built only from what anyone can see, not a verdict on a team that clearly knows what it is doing.

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<a href="https://tokconnect.com/guides/tiktok-audit-template/"><img src="https://tokconnect.com/graphics/tiktok-audit-template/summary.png" alt="Glossier on TikTok: what a public-data audit finds: 3.0 posts a week, 15 July to 2 October; 6,896 median plays per post (34 posts); 300K weekly searches for future dew by glossier, 0 videos; 11 of 26 Glossier typed searches with 0 videos matched" width="1200" style="max-width:100%;height:auto"></a><br>Source: <a href="https://tokconnect.com/guides/tiktok-audit-template/">TikTok Audit Template: 8 Sections, Scored (Glossier Example)</a> by TokConnect

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What goes in a TikTok audit template

Each section answers one question a client or a boss will ask. Five come from the account itself. Three come from TikTok search, which is the part most audits skip and the part that turns an audit into a plan.

Benchmarks checked 5 October 2026. Dash Social's figures cover 970 brands on TikTok from 1 January to 30 June 2025 and define engagement rate as (likes + comments + shares) / video views. Benchmark notes.

Use per-view engagement, not per-follower. Rival IQ's 2025 report divides interactions by follower count, which suits a feed people follow but not TikTok, where most plays come from people who don't follow you. Mixing the two makes any account look better or worse than it is.

How to score the audit

Give each section 0 to 5 points. Score against the account's own goals, then against the benchmark, and write one line on why. A score out of 40 is easy to compare month to month and easy for a client to read.

The score is a conversation starter, not a grade. The useful part is the "fix" column next to each low score, because that becomes next month's plan. Our TikTok report template is the monthly follow-up once the audit is done.

Worked example: a TikTok audit of Glossier

We picked Glossier because it is a well-known DTC beauty brand with an active, verified TikTok account. On 5 October 2026 we pulled its public profile and its 34 latest posts (15 July to 2 October 2026), then its search demand on TikTok.

Profile and posting rhythm

The profile is complete: verified, a short bio ("Skin first. Makeup second."), a TikTok Shop seller badge, 1.1 million followers, 17.4 million likes and 901 videos. Over the 34 posts it averaged 3.0 posts a week, mostly Wednesday to Friday (24 of 34 posts). The longest pause was 17.9 days, from 28 August to 15 September. That is half the beauty average of 6 posts a week, though Glossier's posts are polished brand pieces, not quick reposts.

Reach and engagement

The median post had 6,896 plays. The average was 268,875, above the beauty benchmark of 171,500 average views per post, but almost all of it came from three July posts around the I ❤️ NY Balm Dotcom launch. Those three produced 95.5% of all plays. The top two, at 5.5 million and 3.0 million plays, each had about 0.13% to 0.14% likes per play, far below the account's usual rate. That pattern often means paid reach; public data cannot confirm it.

Engagement is the strong point. The median post earned 4.51% engagement per view, above Dash Social's 3.9% beauty average, and 3.1 saves per 1,000 views. People who see a Glossier post react to it.

Formats and length

31 of the 34 posts were videos and 3 were photo posts (median 5,118 plays). The median video ran 17 seconds. Longer videos did slightly better on plays, while the shortest got the highest engagement rate.

Data: Glossier's 31 video posts, 15 July to 2 October 2026, public counts via TokConnect, pulled 5 October 2026. Account snapshot.

Four posts is too few to call a rule, but the direction is worth a test: a few 35 to 60 second tutorials next to the short brand clips. Only 1 in 10 viewers watches a full TikTok on average, according to Dash Social, so a longer video needs its point in the first seconds.

Search coverage: what people type about Glossier

We searched TikTok's topic data for "glossier", "balm dotcom", "cloud paint blush" and "glossier you perfume". Of 79 topic records, 26 were typed searches naming Glossier or Balm Dotcom. Together they drew 4,062,808 searches in 7 days. Eleven had no matched videos.

Data: TikTok Creator Search Insights via TokConnect, pulled 5 October 2026. Typed searches only; global 7-day figures. "Videos matched" is TikTok's count for that exact phrase. All 26 rows: search snapshot.

Future Dew is the clearest gap. Its daily readings stayed between 111,943 and 368,778 across the 30 days to 5 October, so this is steady demand, not a one-day spike. Over those 30 days, 53.8% of its searchers were 18 to 24, 82.8% were female, and Canada (32.3%) edged out the US (30.9%). "glossier storm blush" is a US search (66.8% of searchers) and it is one Glossier already covers, with Storm named in four recent posts.

What ranks when someone searches "glossier"

TikTok's video results for "glossier" returned 14 videos. Four were Glossier's own; ten came from creators, including reviews, store visits and brand commentary. The biggest result was a creator's paid Cloud Paint post with 11,272,968 plays. The median result ran 33 seconds, about twice Glossier's typical length. A brand that owns 4 of 14 results is in good shape; the creator posts are a reason to keep partnering, not a problem.

The filled scorecard

Scores are our judgement from the data above, checked 5 October 2026. Account data: account snapshot.

Copy the TikTok audit template

Paste this into a doc, fill one line per check, and score each section 0 to 5.

1. Profile setup
   • Verified badge or business account in place
   • Bio says what you sell and who it is for
   • Link in bio or Shop tab works
   • Pinned posts show the best product videos
2. Posting rhythm (last 30 posts)
   • Posts per week = posts / days between first and last × 7
   • Longest gap in days
   • Weekdays used
3. Reach
   • Median plays per post
   • Average plays per post, and the gap between the two
   • Posts under 10,000 plays
   • Share of plays from the top 3 posts
4. Engagement
   • Median (likes + comments + shares) / plays
   • Saves per 1,000 views
   • Top 3 posts by saves, with their hook
5. Formats and length
   • Video vs photo posts and the median plays of each
   • Median plays by length: under 10s, 10 to 19s, 20 to 34s, 35s and over
6. Search coverage
   • Typed searches for the brand and each hero product, with 7-day searches
   • Videos matched to each search
   • Does a caption name the product as people type it?
   • Who searches (age, country) for the top two
7. Brand-name results
   • How many of the top results the brand owns
   • Biggest creator result and its length
8. Creators and community
   • Share of posts that tag a creator or partner
   • Top questions in comments on the last 5 posts
9. Score and plan
   • Score each section 0 to 5 and add the total out of 40
   • Write one fix for every section scoring 3 or less
   • Pick three videos for next month from the search coverage section

Run the audit with your AI app

Sections 1 to 5 take an hour by hand: scroll, copy counts, sort. Sections 6 and 7 need TikTok's search numbers, which sit in Creator Search Insights in the TikTok app and at tiktok.com/csi with no export. With TokConnect connected to ChatGPT, Claude or Cursor, one prompt fills the whole template. The Glossier audit above took 15 lookups.

For a side-by-side with rivals, run the same prompt on two competitors and use our TikTok competitor analysis layout. Agencies doing this for pitches will find the workflow on our agency page.

What a public TikTok audit can't see

Public data shows plays, likes, comments, shares, saves, length and captions. It does not show watch time, completion rate, traffic sources, follower growth by day, or what was boosted with ad spend. Those live in the account's own TikTok Studio, defined in TikTok's analytics help page.

When you audit a client's account, ask for read access or screenshots and add three lines to the reach section: average watch time against video length, the Search share of traffic for the top posts, and net followers. Hootsuite's TikTok analytics guide walks through where each one sits. Search data cannot tell you sales either; it tells you what people want to see before they buy.

How we got these numbers

All TikTok figures were pulled on 5 October 2026 through TokConnect's MCP server. For the account: user_profile for @glossier and three pages of creator_posts, giving 34 posts from 15 July to 2 October 2026. Engagement per view is (likes + comments + shares) / plays per post, then the median across posts. Video length is TikTok's duration field; photo posts are counted separately. Follower and like totals are rounded by TikTok.

For search: search_topics for four seeds (20 records each, 79 unique), audience_demographics and search_popularity over 30 days for typed searches, and search_videos for "glossier". Searches are TikTok's global 7-day search popularity. We count only typed searches; a record is a topic group if its 7-day figure is 5 million or more, or 1 million or more with the week's first reading under 5% of its last, or it sits in TikTok's Featured Content. Smaller searches can be new: "glossier cake" and "glossier buff" read 0 at the start of the week. Benchmarks come from Dash Social's 2025 report, which uses averages across brands, so compare them with Glossier's average as well as its median. Data: account snapshot, search snapshot, benchmark notes.