TikTok launches artist insights platform in Nigeria

The platform provides daily updates through dashboards and analytics, offering insights into music trends, audience engagement, and fan interactions. It delivers detailed song performance metrics, such as the number of views, posts, and creator engagement per track, as well as statistics on likes, shares, comments, and completion rates.

Artists can also access demographic information about their followers, broken down by age, gender, and language. Beyond analytics, the platform includes educational materials such as guides to using TikTok’s tools, alongside resources to help artists plan long-term careers.

TikTok for Artists also introduces a Pre-Release feature, which allows musicians to run campaigns for upcoming albums and enable fans to pre-save tracks on platforms such as Spotify and Apple Music.

TikTok head of music partnerships for the UK, Ireland and Sub-Saharan Africa Toyin Mustapha said: “TikTok has always been a key space for music discovery and promotion across Africa. With the launch of TikTok for Artists in Nigeria, we’re giving artists and their teams access to insights that can help them engage their fans in more meaningful ways and grow their careers globally. This platform is about putting powerful, transparent data in the hands of creators so they can make smarter decisions and connect with the global TikTok community.”

The platform is available to all certified TikTok Artist Accounts, and access can also be shared with managers and label teams to help coordinate promotional campaigns.

British artist Jordan Adetunji said the tool would make a difference to how he works with his team. “TikTok for Artists is a game changer. It has so much information about my music, my followers, and how they’re using my songs in their posts. And it’s brilliant that I can give access to my team, who can also use the data to help us plan our campaigns,” he said.

The launch in Nigeria highlights TikTok’s focus on Africa’s growing music industry, giving creators new ways to monitor their reach and connect with audiences worldwide.