As TikTok continues down its path of immense growth, becoming a cultural driver in many regions, more advertisers begin considering how they further tap into the platform to boost their promotions.
However, marketing on TikTok isn’t like marketing on most other platforms, especially if you consider that TikTok users better respond to native-style content. TikTok’s full-screen and predominantly short-form nature makes it less susceptible to interruptive approaches, so aligning with its ‘For You’ Feed is the best way to attain maximum branding impact.
TikTok Branding
Partnering with IPSOS, TikTok conducted hundreds of brand lift studies to glean more insight into what branded content elements are driving the best response – clip characters (subjects/actors, etc.), audio, backgrounds, and more are all worth considering in your approach. Often, the more creative and ‘extra’ you can get, the better.
You can view the full infographic here, while we’ll briefly discuss some key findings below.
- Data was compiled and referenced from approximately 296 brand lift studies conducted over a year, providing more than enough baseline information to arrive at comprehensive best practices.
- Focus on both Brand-led and Creator-led content for best results. Individually, both perform well. Together, ad recall can shoot up by as much as 2.8 times.
- Providing product information vs. no information can significantly improve memorability.
- Audio is very engaging on TikTok. Adding a song or simply sound to your clips improves overall impact and brand recall.
- Including a character or iconic figure can contribute to ad memorability, up to 9% if you use real human characters as opposed to animated characters.
- Including Brand Cues can improve brand linkage by up to 14%. Three to Five brand cues is the sweet spot.
- Highlight product offers/claims. Show the results perpetuated by your offers simply by using them.
The Wrap
Based on the infographic, TikTok marketing sounds simple enough, and it might just be. The only real thing that’ll make a difference is execution – each advertiser/marketer looking to jump on TikTok will have different approaches from one another; some of them will work and some won’t. At that point, what would matter is how deep their alignment with TikTok’s culture and systems is.
There are some very good points here to consider in your approach. Whether or not you’re a learned TikTok marketer, the insights provided by this overview can further improve your ad performance and brand awareness, turning TikTok into a viable promotion engine.
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