TikTok is nice at offering a continuous stream of extremely participating content material, attuned to your private pursuits, based mostly on its surprisingly good algorithmic matching course of.
However do adverts work inside that atmosphere? Brief video clips make it straightforward to maintain scrolling by way of, however that additionally pertains to adverts, proper? When an advert comes up, you’ll be able to simply swipe on by, so the precise engagement and response fee to TikTok adverts may not be superb.
That’s what TikTok sought to find out with a new research report, partnering with neuromarketing analysis agency MediaScience to run a sequence of advert checks, with 343 individuals, to measure engagement, recall and general response, compared to competing platforms.
It’s value noting that it is a lab-controlled check – although based mostly on the outline, it does appear to largely replicate the common in-app expertise.
“Individuals scrolled at their desired tempo by way of both a TikTok expertise or certainly one of three aggressive platform experiences. Every expertise included 8 check adverts every and individuals have been allowed to skip by way of adverts and content material as they usually would.”
MediaScience then used eye-tracking, coronary heart fee monitoring, and GSR expertise to measure how individuals responded to every advert, to glean extra perception into whether or not TikTok promotions really work, and the way resonant they are often.
Right here’s what they discovered:
First off, the numbers for model recall for TikTok adverts have been sturdy, even at restricted view instances.
“Model recall will increase the longer an advert is watched, however adverts on TikTok see sturdy model recall no matter view length. An advert on display 6 seconds or much less nonetheless delivered 38% of the recall in comparison with adverts seen 20 seconds or extra.”
That might relate to how TikTok customers have interaction with content material extra broadly, with quick clips requiring extra rapid consideration, as you solely have seconds to get the context of every. Possibly, meaning TikTok customers are extra leaned in, and are due to this fact capable of recall extra from a shorter quantity of publicity time.
That’s additionally strengthened within the broader engagement time stats, with TikTok noting that:
“No matter how lengthy an advert stays on display, TikTok attracts early consideration and physiological engagement within the first few seconds. In different phrases, adverts on TikTok take much less time to make an impression with their viewers than related adverts on different platforms.”
TikTok additionally says that model messaging was higher acquired on TikTok than it was in different apps, with manufacturers promoting on TikTok driving stronger model notion than on different platforms.
After all, this does additionally come right down to method, and the precise specifics of the adverts displayed. If the TikTok adverts are extra aligned with natural TikTok content material (because the platform has repeatedly suggested) they usually due to this fact really feel extra pure within the feed than disruptive promotions, then it appears unsurprising that customers can be extra open to such content material, whereas the mirrored glow of TikTok’s cool issue might additionally rub off at the least considerably on these manufacturers that do get it proper.
So there are different parts to contemplate, however the knowledge right here exhibits that TikTok customers are open to promotional content material, and the response and engagement charges are typically increased than different platforms, based mostly, at the least partly, on extra targeted in-app engagement.
How that interprets to precise gross sales may even rely upon a variety of things, together with viewers match and method. However the knowledge right here does present that for manufacturers that take the time to learn the way TikTok works, and which promotions resonate finest, there will be important profit.
Possibly value contemplating in your vacation advertising planning – you’ll be able to try TikTok’s full research notes and ideas here.