TikTok has taken the social media world by storm over the past year hitting top download charts and making it one of the most popular (and addictive) platforms right now. TikTok back in January saw an opportunity to utilise paid advertisement on their platform and aftIs TikTok becoming one of the best platforms for paid advertisement performance?er 7 months of use, it seems it’s definitely a consideration for all businesses looking to invest into the short video platform.
In a new study from TikTok, it tested neurological responses to 26 different ads presented to 18-35 year olds which is the key demographic for TikTok users, the results indicate the impact that TikTok ads have on a user and if they are performing similar or exceeding other media outlets and platforms.
In this first infographic from the study, the key points relate to approach and engagement, which was higher than the social media average. The approach relates to the likeability, the relevance and emotional responses to the content shown. The emotional response of TikTok content and the short video element has meant users seem to be more open to messaging when on this particular platform compared with other platforms such as Facebook and Instagram. This is a key aspect as users are more likely to watch the ads and because of this has a higher engagement rate, 15% above the average. From this leads a stepping stone to purchase intent which above all is a key KPI for most businesses using the ad platform.
As shown in this second infographic leading further into the Engagement on TikTok ads, users are outperforming other social platforms with the engagement rates on ads they see, peaking above the social media average consistently. TikTok in relation to this information said:
“”Our algorithm and shorter video formats create continuous cycles of engagement, making TikTok the leading platform for Information Density.”
The increased engagement could be down the algorithm and content delivery that TikTok offers with the for you page, the ease of how content is showcased in the specific media preference of short video gives the user the emotion to engage more often than with other platforms.
With engagement leading on how the user interacts with the information presented and in future potentially buying the product or service on show, TikTok is definitely a platform that needs considering strategies for advertisement.
The final infographic from the study into neurological responses from users relates to traditional media outlets such as TV vs digital video. Its denoted “TikTok In-Feed Ads achieve 23% higher detail memory than TV ads, while TikTok TopView ads outperformed TV by 40%”. The detailed memory increase on TikTok is more likely to be because of personalised targeting which will drive that response rate compared to general TV ad coverage.
One thing to note is when comparing your own ad campaigns to this study is that it is creative dependent when approaching this platform, however the combination of TikTok’s delivery approach and the personalised targeting for ads means you can appeal to user’s on a more emotional level, which is an effective way of triggering responses to take action on your ads. The data shows TikTok can provide significant benefits for your ad campaigns and should be a consideration when planning your strategy.
Can we help with your TikTok campaign? Come and talk to us with a free consultation to see if we can create a solution for your problem.
