TikTok report template: 7 sections and a filled example

A TikTok report template for clients needs seven sections: a summary, account performance, top posts, search demand in the client's niche, content gaps, a competitor snapshot and next month's plan. The first three come from the client's own TikTok analytics in TikTok Studio. The other four come from TikTok's search data and public videos, the part most agency reports skip and the part clients can't see anywhere else.

Below you get the template as one page, the metrics worth reporting with TikTok's own definitions, and a filled example for a matcha brand. In the example, account numbers are placeholders you fill from the client's TikTok Studio. The market numbers are real: on 30 September 2026, "matcha powders" drew 311,706 searches in 7 days, and 15 TikTok topics in the niche had no videos at all.

Checked 30 September 2026. Written for agencies and social media managers who send clients a monthly TikTok report.

What goes in a TikTok monthly report?

Each section answers one question a client asks, in the order they ask it. Keep the whole thing to one page plus an appendix of screenshots. A client who reads only the summary should still know whether the month worked and what happens next.

Most report templates stop at section 3. That tells the client what happened on their account, but not what their buyers are searching for or who else is answering them. Sections 4 to 6 are why the plan in section 7 is believable. They also give you something new to say in months when the account's own numbers are flat.

If you run paid campaigns, add an ads page from TikTok Ads Manager with spend, cost per click and conversions. This template covers organic results.

Which TikTok metrics belong in a client report?

Report the few numbers that explain a result, each defined the way TikTok defines it, so a client comparing your report with their own app sees the same thing. The definitions below follow TikTok's help page Understanding your analytics and the wording quoted in Hootsuite's March 2026 guide.

Clients always ask whether a number is good. Give them a yardstick. In a September 2026 sample of 58 creators surfaced by TikTok search, the median creator got a like on 4.53% of views, a save on 0.35%, a share on 0.14% and a comment on 0.053% (sample). The engagement rate calculator grades a post against those figures, and TikTok analytics explained covers every metric in more depth.

Leave out what doesn't explain anything: total profile likes, follower count without the change, and hashtag view totals, which are lifetime numbers for everyone who ever used the tag.

How to fill in the account half

Pull the account numbers on the same day each month, for the calendar month, so every report compares like with like.

1. Log in to TikTok Studio on a computer (the client's login or a screen share; never ask for a password by email) and open Analytics.
2. Set a custom range for the month. Copy the Overview totals into section 2, with last month's figures next to them.
3. Open the Content tab and sort the month's posts by views, then by saves. Open the top three of each and note the watched-full-video share and the traffic sources.
4. Download or screenshot everything for the appendix. TikTok's own export only covers 60 days at a time (Coupler, September 2026), so a monthly export is your long-term record.

Then write one line per top post saying why it worked: the hook, the format, the topic. That line feeds straight into the plan.

Filled example: a TikTok report template for a matcha brand

Here is the template filled for an imaginary matcha powder brand selling in the US. Sections 2 and 3 are placeholders, because we don't have a real client's analytics and won't invent them. Sections 4 to 6 use real TikTok data pulled on 30 September 2026.

1. Summary

September: [video views] views, [+/- net followers] followers, Search [x]% of views against [y]% in August. Best post: [post], a [format] on [topic]. Market: typed matcha searches held steady over 30 days, and TikTok lists 15 matcha topics with no videos at all. Next month we target two of them.

2. Account performance (placeholders)

3. Top posts (placeholders)

#1 [post]: [views], [saves], [watched full video %], Search [x]%. Worked because [hook or topic]. Repeat for #2 and #3, then list the top three by saves if they differ.

4. Search demand in the niche (real data)

We searched TikTok's Creator Search Insights for matcha, matcha latte and matcha powder. That returned 60 topics. Five are typed searches about matcha; the rest are TikTok's generated topic labels, covered in the next section.

Data: TikTok Creator Search Insights via TokConnect, pulled 30 September 2026. Searches are TikTok's 7-day search popularity, global. Change compares the last day of the 7-day chart with the first; "new" means under 1,000 on the first day. Snapshot.

Don't report a weekly jump without checking the month. "matcha lattes" looks up 58.7% on the week, but its daily chart swings between 82,014 and 299,249 and dipped to 298 on 29 September. Over 30 days, its average for the last week was 3.3% above the first week once that one-day dip is left out, and "matcha powders" was up 5.6%. The honest line for the client is "steady demand", which is what the example summary says.

Add who is searching. TikTok split the "matcha lattes" searchers as 64.6% female, 12.2% male and 23.2% unknown, with 29.7% aged 18 to 24. By country, 63.8% came from Mexico and 21.5% from the US. For a US brand, that's a finding: much of the latte demand is Spanish-speaking, and a Spanish caption test costs almost nothing.

Finish with the words people type. TikTok's autocomplete for matcha included "matcha at home", "matcha recipes", "matcha review", "matcha set kit" and "matcha nyc". Those are ready-made video titles. Read the numbers with what TikTok search volume means in mind: they are weekly, not monthly.

5. Content gaps (real data)

A content gap is a topic people search that has few or no videos. Of the 52 generated topic labels in the matcha results, 15 had zero videos matched to them.

Data: TikTok Creator Search Insights via TokConnect, pulled 30 September 2026. Snapshot; all 15 gaps are under derived.

Read these as themes, not phrases. TikTok generates these labels to group many related searches, and all 52 in this pull sat between 1,933,693 and 4,819,245 searches after rising from 10,002 or fewer on the first day of the week. Put the plain version of the theme in your caption, on-screen text and first spoken line. The content gap guide explains how TikTok matches videos to a topic.

6. Competitor snapshot (real data)

Show the brand accounts in the niche and the videos that win the client's main search. The competitor analysis guide covers a full audit.

Data: TikTok account and video search via TokConnect, pulled 30 September 2026. In a real report, name the accounts. Snapshot.

The brand accounts are small. Search for "matcha latte recipe" is won by recipe creators instead: the 8 videos TikTok returned had a median of 1,066,605 views, 4 of them passed 1 million, and the median length was 58.5 seconds. Their median save rate was 1.59%, about 4.5 times the 0.35% of the median creator in our benchmark sample. People save recipes to make later, so for this client, saves per view is the target metric, not likes.

7. Next month's plan

• Two videos on the powder sizes and grades theme: what ceremonial and culinary grade mean, and how much powder a latte needs.
• One latte recipe under 60 seconds, written to be saved, with "matcha latte recipe" said in the first line.
• A Spanish-caption version of the best latte video, to test the demand from Mexico.
• Targets: Search share of views on new posts [from x% to y%], saves per view [from x% to y%].

Turn the plan into dates with the TikTok content calendar method, one searched topic per week.

Copy the TikTok report template

Paste this into a doc or slide, fill the brackets, and delete the notes in parentheses.

TIKTOK REPORT: [Client], [Month Year]

1. SUMMARY
Result: [views], [net followers], Search [x]% of views (last month [y]%)
What worked: [post], a [format] about [topic]
Next: [one line from section 7]

2. ACCOUNT PERFORMANCE (TikTok Studio, calendar month)
Video views | median views per post | profile views | net followers
Average watch time vs length | Search share of views | saves per view
(each with last month and change)

3. TOP POSTS
Top 3 by views, top 3 by saves: hook, length, watched full %, Search %
One line each: why it worked

4. SEARCH DEMAND (Creator Search Insights)
Top 5 typed searches: 7-day searches, videos, 30-day direction
Who searches: gender, age, top countries
Autocomplete phrases worth using

5. CONTENT GAPS
3 to 5 searched topics with few or no videos, and the video for each

6. COMPETITOR SNAPSHOT
3 to 5 accounts: followers, videos, likes, change since last month
Top 3 videos for the client's main search: views, saves, length

7. NEXT MONTH'S PLAN
3 to 5 videos, each tied to a search or gap above
2 targets (e.g. Search share, saves per view)

APPENDIX: TikTok Studio exports and screenshots

Do this in TokConnect

The account half needs the client's TikTok Studio. The market half, sections 4 to 6, takes one question at chat.tokconnect.com:

For the matcha example, that meant 13 lookups against TikTok's data: three topic searches, autocomplete, 30-day charts for two searches plus a US-only chart, related searches, the searcher audience, hashtags, one video search and two account searches. What came back is everything in sections 4 to 6 above: 311,706 weekly searches for "matcha powders", 15 topic labels with no videos, a recipe video with 1,891,688 views and 53,088 saves, and a founder-led brand at 56,016 followers.

Next month, ask the same question again and compare. Paste the answer into sections 4 to 6, then spend your time on the plan. The free plan has 50 credits, and a typical question uses 1 to 4. If your team works in ChatGPT or Claude, the same account connects there. The agency page shows research briefs and roster digests built the same way.

What a TikTok report can't show

• Competitors' private analytics. Watch time, traffic sources and follower growth history are visible only to the account owner. Public data gives you followers, videos, likes and per-video counts.
• Sales. TokConnect doesn't track TikTok Shop sales, GMV or ad spend. Pull those from the client's Seller Center and Ads Manager.
• Exact phrases behind labels. Generated topic labels group many searches, so treat their counts as the size of a theme.
• Clean daily trends. Daily search figures jump around; the US-only chart for "matcha lattes" had 2 days at zero this month. Compare 30-day averages before you call anything rising.

How we got these numbers

On 30 September 2026 we made the 13 lookups listed above through TokConnect, against TikTok's Creator Search Insights data and public TikTok search. The three topic searches returned 60 topics; the video search returned 8 videos. Topics at 1,000,000 searches and above are treated as TikTok's generated labels. We left out three typed results: one about sport, one date phrase with no clear meaning and one phrase that jumped from under 100 in a day. Competitor accounts are described rather than named. Every figure is in the search snapshot and the video and account snapshot. Account metrics in the example are placeholders by design.