Overview
Video views are the number of times a video has been watched. On TikTok they are the most visible reach signal and the first indicator of whether a piece of content caught attention.
Views matter for shoppable content because reach is the top of the sales funnel: no views, no clicks, no orders.
How it works
TikTok counts a view based on its own playback threshold. Views feed engagement rate and, for shoppable content, the clicks and orders that follow.
Why it matters
Views are necessary but not sufficient. A video with millions of views and no sales has a conversion or product problem; high views with strong conversion is the combination that drives GMV.
How brands use it
Brands look at views alongside conversion to find content that both reaches and sells, then amplify those videos with Spark Ads.
