As TikTok continues to grow and add more and more users over time, it also strives to refine its advertising offerings and attract more investment in its promotional tools.
And it appears, based on this research at least, that TikTok campaigns are delivering results, with Kantar’s latest “Media Reactions” study showing that TikTok is “the preferred advertising environment for brands and their audiences,” while brand building campaigns on the platform have 7 times more impact among people with high ad capital.
by Kantar 2021 Media Response Report integrates the responses of over 14,500 consumers and 900 senior marketers around the world, providing a wide range of opinions on key advertising trends and changes. The main elements of interest in Kantar’s report are:
- The digital dilemma – How to maximize consumer engagement without irritating in an increasingly digital world?
- The “glocal” dilemma – How do you balance the scale advantages of global media platforms with the promise of relevance of local media gems?
- The innovator’s dilemma – How can media brands find the right balance between maintaining trust and stimulating innovation?
Based on these elements, Kantar has found TikTok ads, in particular, to be effective on several fronts.
As explained by TIC Tac:
“TikTok’s ad capital has been ranked # 1 in the world for two consecutive years due to our creative, authentic community and user-friendly platform. Reaching consumers in an environment designed for discovery empowers businesses to create great advertising experiences – and gives audiences the opportunity to discover engaging and fun content.“
Among the study’s findings, Kantar’s research indicates that TikTok’s collaborative atmosphere leads to less intrusive and more creative ad campaigns. This aligns with TikTok’s “Make TikToks, Not Ads” approach, which calls on marketers to really learn the platform and its key trends, and align with how users engage. , instead of taking a more disruptive traditional marketing approach.
TikTok ads also scored higher for delivery relevance and utility than in the previous year’s report, while it also beat all others in terms of sentiment according to household decision-makers, in almost all sectors.
In some ways, TikTok probably benefits from being the new kid on the block, with consumers more open to TikTok promotions due to general usage trends. But really, the main note here is that brands quickly learned that traditional advertising approaches just don’t work on the platform – you can’t just reuse your campaigns from other platforms and mediums and you expect TikTok users to pay attention.
If you want to keep people out, you need to create TikTok ads that look natural in user feeds, and this wider push has forced advertisers to adhere to the app’s general content principles, that is why its ads seem less intrusive than, say, pre- or mid-roll interruptions on other platforms.
In line with these results, TikTok recommends that advertisers:
- Give users a reason to participate – TikTok is built on creative collaboration. Develop your presence with that in mind and find fun ways to involve the audience in your story.
- Make TikTok Trends Work For You – Trends are a powerful way to interact with audiences through relevance and reality. Create content around the new sounds, hashtags, filters, and video formats that emerge on TikTok every week.
- Harness our creative talent – Our creators give a whole new meaning to “influential”. Take advantage of the unique relationship between user and creator and get your brand message across brilliantly.
These are some great tips, along with the basic ethics, again, “Make TikToks, Not Announcements”.
If you’re not sure exactly how to do this, you can check out TikTok’s ad library, which highlights great examples of effective TikTok clips, while it also recently launched a new one. Creation center to show more best performing campaigns.