A new study shows that TikTok ads drive stronger brand recall and positive sentiment across various view durations.
TikTok has announced the results of a recent study conducted in partnership with MediaScience, demonstrating that brands on its platform are more memorable and perceived more positively than brands on other platforms.
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The study highlighted the power of advertising on TikTok, as ads on the platform drove higher engagement, stronger brand recall, and generated more positive brand sentiment than other tested platforms.
In addition, ads on TikTok were proven to be more memorable even for those with a short time duration. Generally, the longer an ad is watched, the more brand recall increases. But this was not the case for TikTok ads, where an ad on screen for 6 seconds or less still delivered 38% of the recall compared to ads viewed 20 seconds or more elsewhere.
This is because TikTok ads draw early attention and physiological engagement in the first few seconds, even in a skippable format.
The study also revealed that ads on TikTok experienced stronger brand perception, and their ads were more likable than on other platforms.
TikTok encourages brands to create ads that feel native to its platform to get more attention and engagement. It also suggests that businesses concentrate on creative brand storytelling – one of the creative attributes that the best-performing TikTok ads have in common.
To apply this recommendation, TikTok offers brands its creative tools that can be used in conjunction with TikTok’s cultural trends – sound-on, short-form videos that entertain audiences.
TikTok also provides an in-app Business Creative Hub to see which branded content is performing best in a specific country and a guide on optimizing campaigns that can help brands achieve their performance goals.
Featured image: TikTok