TikTok have just released data around several research studies showcasing and quantifying creative’s importance on TikTok. This data is key to help inform brands on how best to produce creative specifically for this platform, using native formats, and collaborating with independent TikTok creators to develop and promote branded content.
Here’s a round-up of the important key takeaways from their data:
- “TikTok-specific branded content in collaboration with creators is more engaging, resulting in higher view rates”
The research conducted by TikTok shows that collaborating with creators has proven a better method of capturing attention and drives big results. Ads created for TikTok without creator partnership achieved 12% higher 2-second view rates and ads created for TikTok with creator partnership achieved 65% higher 2-second view rates.
Tik Tok also found that viewers watch for longer, as ads created for TikTok without creator partnership achieved 8% higher 6-second view rates and ads created for TikTok with creator partnership achieved 91% higher 6-second view rates.
The data also displays that this type of content is better at connecting with users and achieving higher engagement. Ads created for TikTok without creator partnership achieved 12% higher engagement rates and ads created for TikTok with creator partnership achieved 83% higher engagement rates.
- Partnering with creators is the best format for boosting view rates for In-Feed Ads
This data found that creating content specific to TikTok and partnering with creators is especially important for In-Feed Ads and their ability to drive higher video view rates. TikTok have seen major benefits from branded content created for TikTok and in collaboration with creators, over and above other content types. Ads made in collaboration with creators also have visibly higher engagement rates for most formats, but ads created for TikTok alone (without creators) are not enough to drive engagement.
- Tik Tok advises prioritising comedy and videos showing product use.
Comedic value and videos showing product use have proven the most effective way in grabbing attention, and ads showing product use have proven to drive a positive emotional response from consumers.
The study also found that TikTok-specific branded content in partnership with creators effectively promotes brand recognition and when showing the product in use is more often watched longer.
As well as partnering with creators, ads showing product use and using comedy cues drive a significant uplift in watching the ad to the end, by grabbing attention and in the case of showing product use, driving positive emotional response.
Here at Palm, we know that creative has always played an essential role in any digital marketing strategy’s effectiveness, and this is particularly important on TikTok. This platform is quickly becoming a leader in the social media space. It inspires creativity from users and encourages engagement with brands in a deeper, more personal way – so it’s so important that we take on these key learnings about Tik Tok creative and adapt digital marketing strategies to reflect this.
Interested in exploring Tik Tok opportunities for your brand? Get in touch – we’d love to hear from you.