Curious TikTok analytics Q for brand managers

Hi all! Hope I can pick some brains here from the pros:

So I help run a branded account on TT, over the last few weeks our ER/ERR has been slipping. We've had 2 restricted pieces of content that haven't been removed yet & were "ineligible for recommendation."

Analytics says that anywhere from 99%-100% our viewers come from the FYP. So, I know the content is getting in front of eyes. Besides a content problem, what else could be causing this?

What kind of content has been getting good engagement on your brand TikTok page?

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TieForeign8827•about 1 hour ago•1

99–100% FYP traffic only tells you where impressions came from, not whether TikTok is expanding distribution to a colder audience. Break the trend down by 2-second hold, average watch time/completion, shares, saves, and follows per 1,000 views: flat retention with lower ER points more toward audience broadening, while retention and ER falling together points to hook/creative fatigue. I’d also compare restricted vs. unrestricted posts separately before assuming an account-wide penalty.

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