A study conducted by TikTok and Vidmob, a leading global AI platform for creative performance that uses data analysis to boost marketing results for major brands, has identified 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 boost engagement and purchase intent within the first six seconds of a TikTok ad.
Using AI-powered data analysis, Vidmob analyzed 1,678 ads and 7.3 billion video impressions of brand-posted and sponsored videos on TikTok between January and October 2023.
TikTok, one of the leading social media platforms currently and boasting 82.2 million users in Brazil, still faces challenges in terms of effectively understanding digital advertising. For Vidmob's Head of Latam, Miguel Caeiro, the study can facilitate an understanding of the nuanced advertising present on the platform.
"This study represents a significant advancement in understanding the nuances of effective advertising on the platform, empowering marketers to make informed decisions and achieve impactful results in their campaigns. In today's ever-evolving advertising landscape, understanding what drives engagement on TikTok is critical for marketers seeking to maximize their ROI," states Caeiro.
The Vidmob and TikTok study presents key findings to boost campaign results on the platform. See below:
Real people drive engagement. Ads featuring ordinary people outperformed those with celebrities by 1.7 times. Ads with famous personalities saw a 13% drop in view rate within the first six seconds (6sVTR).
Data shows that a brand was 20% more likely to be perceived as meeting user needs when it featured an ordinary person or a relatable creator in the first few seconds of the ad. When the audience believes the content creator is using the advertised product, the video is one and a half times more likely to engage on the network.
Direct personal connection amplifies impact.Videos where people interacted directly with the camera saw a 14% increase in the 2-second view-through rate (2sVTR) and a 50% increase in ad engagement power.
Another important data point is that outdoor filmed advertisements experienced a 26% decrease in six-second view rate (6sVT) compared to the platform average.
Brand integration is important. Videos showcasing the product/service experienced a 17% increase in six-second view-through rate (6sVTR). Incorporating the brand/company into the story and highlighting it as the "hero" of the message increased engagement by 1.5 times. Brands highlighted as protagonists in the videos increased audience interest by 32% and purchase intent by 20%.
Furthermore, the study indicated that presenting the brand logo at the beginning of the video resulted in a decrease in the six-second view-through rate (6sVTR) by 14%.
"TikTok has emerged as a dynamic platform for telling creative stories, demanding a fresh approach from brands seeking to capture audience attention," says Caeiro. "By leveraging the power of real people and engaging narratives, brands can establish genuine connections with the audience and foster meaningful engagement."
