TikTok has issued a set of best practices for marketers and eCommerce brands to improve their video ad performance.
TikTok’s research on holiday shopping behavior points to the fact that 74% of its users ‘come to be entertained.’ The platform recommends that brands reach this objective by engaging with both creators and the community, through trending hashtags, TikTok ads, and in-app effects.
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TikTok has published a post for advertisers and eCommerce brands, providing four suggested best practices to increase impressions on their video ads.
1. Use At Least 720p Resolution
According to TikTok, 83.19% of its top-performing videos have a minimum of 720P video resolution, and a video resolution of 720p or above indicates a 5.39% lift in impressions, compared against other video resolutions.
2. Add Audio
According to TikTok, 93.02% of top-performing video ads use audio of any kind, causing a 16.05% lift in impressions, compared against videos without any audio.
3. Use Vertical Orientation
According to TikTok, 82.13% of top-performing video ads on TikTok have a vertical orientation. A vertical orientation brings an average 40.08% lift in impressions compared to videos with horizontal or square orientations.
The latter fit poorly on the screen and therefore show empty black space along one or more screen edges.
4. Use 9:16 Aspect Ratio
98.63% of top-performing video ads have a 9:16 aspect ratio, which increases impressions by 60.45%. Not using a video with this ratio results in parts of the video being hidden as the video does not properly fit the screen.
Tips for eCommerce Brands
In addition to the above, TikTok also issued three more tips for marketers of eCommerce brands in particular.
Feature An Offer
According to TikTok, featuring an offer in a video ad increased impressions by 67.4%. Currently, only 3.21% of TikTok’s top videos do this.
Include Scene Variations
99.29% of best-performing videos on TikTok include scene variations from different angles and shots. This also increases impressions by 40.56%.
Include Closed Captions
73.22% of top-performing TikTok ads include closed captions. This increases impressions by 55.68%. Note that this statistic also includes videos that displayed a CTA or those that featured an offer as text within a video.
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