As TikTok continues to grow and add more users over time, it is also working to improve its ad offerings and attract more investment to its promotional tools.
It seems, at least based on this research, that TikTok campaigns are producing results, and Kantar’s latest study ‘Media Reactions’ shows that TikTok is a “preferred advertising environment for both brands and their audiences,” while brand-building campaigns on the platform are 7 times more influential among people with a high ad share.
Kantar’s report on media reactions for 2021 includes answers from over 14,500 consumers and 900 senior marketing professionals worldwide, providing a wide range of opinions on key ad changes and trends. The main elements of the focus of Kantar’s report are:
- The digital dilemma – How can you increase consumer engagement without irritation in an increasingly digital world?
- The “glocal” dilemma – How do you reconcile the benefits of scale from global media platforms with the promise of the importance of local media gems?
- The dilemma of innovators – How can media brands strike a balance between maintaining trust and fostering innovation?
Based on these elements, Kantar found that TikTok ads are particularly effective on several fronts.
As TikTok explained:
“TikTok’s advertising capital has been ranked 1st in the world for two years in a row due to our creative, authentic community and branded platform. Reaching consumers in an environment created for discovery gives businesses the power to create a great advertising experience – and offers audiences the opportunity to discover engaging, entertaining content.”
Among the study’s findings, Kantar’s research suggests that TikTok’s collaborative atmosphere leads to less intrusive and creative advertising campaigns. This is in line with TikTok’s “Create TikToks, not ads” approach, which calls on marketers to really learn about the platform and its key trends, and to align with the way users engage, rather than take a disruptive, traditional marketing approach.
TikTok ads also achieved better delivery results relevance and utility than in the previous report, while also beating all others in feelings towards household decision-makers, in almost every vertical.
In a way, TikTok is likely to benefit from having a new child in the block, and consumers are more open to TikTok promotions due to general usage trends. But really, the main note here is that brands have quickly learned that traditional approaches to advertising simply don’t work on the platform – you can’t just repurpose your campaigns from other platforms and media and expect TikTok users to pay attention.
If you want to prevent people from passing by, you need to create TikTok ads that feel natural in user feeds, and that wider pressure has forced advertisers to conform to the general principles of app content, making its ads feel less intrusive than, say, interference before. or during playback on other platforms.
In line with these findings, TikTok recommends to advertisers:
- Give users a reason to join – TikTok is built on creative collaboration. Increase your presence with that in mind and find fun ways to engage your audience in your story.
- Let TikTok trends work for you – Trends are a powerful way to engage audiences through relevance and reality. Build content around new sounds, hashtags, filters and video formats that appear on TikTok every week.
- Take advantage of our creator talent – Our creators bring a whole new meaning to “influential”. Take advantage of the unique relationship between the user and the creator and convey the message of your brand with a bang.
These are some good tips, with the basic ethos, again, ‘Make TikToks, not ads’.
If you’re not sure how to do this, you can check out TikTok’s ad library that highlights some great examples of effective TikTok clips, while a new one was recently launched Creative center to show more campaigns with the best effect.
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