A study conducted by TikTok and Vidmob, a leading global AI platform in creative performance that uses data analysis to drive marketing results for major brands, identified the key visual and creative elements, such as real people, direct connection, and brand integration, that drive the success of brand campaigns. More specifically, the research identifies the visual and creative elements that significantly drive engagement and purchase intent in the first six seconds of a TikTok ad.
Using AI-powered data analytics, Vidmob analyzed 1,678 ads and 7.3 billion impressions on videos posted and sponsored by brands on TikTok between January and October 2023.
TikTok, one of the main social media platforms at the moment with a user base of 82.2 million in Brazil, still faces challenges in effectively understanding digital advertising.For Vidmob's Latam Head, Miguel Caeiro, the study can facilitate the understanding of the advertising nuances present on the platform.
“This study represents a significant step forward in understanding the nuances of effective advertising on the platform, empowering marketers to make informed decisions and drive impactful campaign results. In today’s ever-evolving advertising landscape, understanding what drives engagement on TikTok is critical for marketers looking to maximize their ROI,” said Caeiro.
The study by Vidmob and TikTok presents the main findings to boost results in campaign promotion on the platform. Check below
Real people drive engagement:Advertisements featuring ordinary people outperformed those with celebrities by 1.7 times. Advertisements with famous personalities experienced a 13% decrease in the six-second view rate (6sVTR).
The data shows that a brand was 20% more likely to be seen as meeting users' needs when it featured an ordinary person or a relatable creator in the first few seconds of the ad. When the audience believes that the content creator is using the product they are advertising, the video has one and a half times more chance of engaging on the platform.
Direct personal connection amplifies impact: Videos where people interacted directly with the camera saw a 14% increase in two-second view rate (2sVTR) and a 50% increase in ad engagement power.
Another important fact is that ads filmed outdoors had a 26% decrease in the six-second view rate (6sVT), compared to the platform average.
Brand integration is important:The videos showing the product/service experienced a 17% increase in the six-second view rate (6sVTR). Incorporating the brand/company into the story and highlighting it as the "heroine" of the message increased engagement power by 1.5 times. Brands highlighted as protagonists in the videos increased public interest by 32% and purchase intention by 20%.
Additionally, the study indicated that presenting the brand logo at the beginning of the video resulted in a 14% drop in the six-second view rate (6sVTR).
"TikTok has emerged as a dynamic platform for telling creative stories, requiring a fresh approach from brands seeking to capture the audience's attention," says Caeiro. By harnessing the power of real people and compelling narratives, brands can establish genuine connections with the audience and foster meaningful engagement.
