Why did my video get views but no sales?

The problem

A creator sends you a screenshot. Forty thousand views, the most she has ever had on this product. Three orders. She wants to know if she should film it again with a better hook, or drop the product.

The brand saw the same number and asked why the best-viewed video of the month made almost nothing.

Views tell you how many people TikTok put the video in front of. They say nothing about whether the video sells. So the first number to read is never views. It is sales per 10K views: orders for every ten thousand people who saw it. That puts a big video and a small one on the same scale.

Only after you know that number do you look at 2s view, 6s view and CTR, and only to explain it.

The example

Two videos for the same product, same week, same price.

Now the other numbers explain it. Here is where each video lost people:

A is a good video about the product. B is a good video that sells the product. So the answer to the creator is not “fix the hook.” The hook is the part that worked. The question is what B said in the middle that made people tap, and why A did not.

The answer to the brand: the big video reached a lot of people and sold to almost none. Its sibling is the one to repeat.

Do this in Verdict

1. 1
   Open the Leak Finder and sort by Sales per 10K views, not by views.
2. 2
   Pick a video with lots of views and a low sales number. The verdict badge says what it earned relative to your other videos: SCALE, REWORK or KILL.
3. 3
   The report pane names the step where people left, in the same words as the funnel above. That is the sentence to send the creator.