TikTok Follows: Follower Acquisition Metric

How many users followed your TikTok account after seeing your ad.

Formula

TikTok Follows = SUM ( Follows )

|| Metadata | | ||---|---| || Type | Number | || Data Source | TikTok Ads | || Aggregation | Sum |

Example

Your brand awareness campaign generated 2,847 new followers across all ad groups in June.

Campaign	Follows	Impressions	Follow Rate
Brand Story	1,534	425,000	0.36%
Creator Collab	913	312,000	0.29%
Product Demo	400	180,000	0.22%

How It Works

TikTok counts each time a viewer taps the follow button on your ad or navigates to your profile from the ad and follows. Follows indicate strong brand interest—users want to see more of your content in their feed. This builds long-term organic reach.

When to Use

Scenario	Action
Measuring community growth	Track follower acquisition from paid campaigns
Evaluating brand interest	High follows indicate strong brand appeal
Comparing creative performance	Content that drives follows builds lasting value
Planning organic strategy	More followers means more organic reach

Metric	Relationship
TikTok Cost per Follow	Cost efficiency of follower acquisition
TikTok Engagements	Total of all engagement types (includes follows)
TikTok Profile Visits	Users who visited your profile (may or may not follow)

See all TikTok Engagement metrics →

TikTok Shares TikTok Cost/Follow

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​Formula

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Example

How It Works

When to Use

Related Metrics