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Stickier & more effective.
What’s stickier than your average social platform and more likely to drive action?
But only as long as you’re willing to put in the work.
More than half (54%) of TikTok users want to see creators posting sponsored content or collaborations with brands, and 62% feel it is the best way for a brand to connect with consumers.
Branded content created explicitly for TikTok in partnership with creators achieves 65% higher 2-second view rates, and users are more likely to watch for longer, with 91% higher 6-second view rates.
Ads created for TikTok with a creator achieve 83% higher engagement rates versus 12% for ads that didn’t include a partnership with a creator.
Tiktok users care more for authenticity and entertainment.
And that can be a tricky idea to wrap your head around if you’re used to spending more time arguing over the right shade of blue over bringing joy to your audience.
You gotta take it easy on TikTok.
That’s why some fashion brands have been ditching the playbook and hiring creators as Art Directors.
As Tierney Wilson of January Digital explained in an interview with Glossy, “In a time when consumers value authenticity, a deeper and ongoing partnership [that goes beyond product promotions] gives an extra layer of validity to the brand among the influencer’s fans and followers.”
TikTok is at the centre of pop culture.
Luke Townsin is Head of Operations at TikTok in EMEA and works closely with TikTok Creators. He said, “the formula for success [for brands] is simple; the more diverse creators you have across the broadest number of communities leads to a greater effect on brand fame.”
And that is easier said than done.
That’s why I’m excited about TikTok Pulse.
It’s the latest contextual advertising solution from TikTok that lets you place your brand next to the content from the top 4% of creators in the ‘For You' feed.
And TikTok describes Pulse as a tool specially designed to give brands the tools and controls to be a part of everyday moments and trends that engage the community.
TikTok will split the ad revenue from Pulse 50-50 with the creators.
To put our (very real) brand safety concerns at ease, TikTok will run Pulse ads next to verified content and offer third-party “brand suitability and viewability verification provide advertisers the opportunity and transparency to analyse and understand the impact of their campaigns.”
TikTok is proving to be an effective advertising channel for both consumer and business-facing brands.
Get on board because entertainment is the new social media strategy.
💎 In case you missed…
The emergence of digital continents is driving a paradigm shift in measurement. /CardinalPath
‘People get too cute with the KPIs’: Overheard at the Digiday Programmatic Marketing Summit. /Digiday
‘Nobody knows your brand like you do’: Why Skullcandy has built an in-house creative team. /Digiday
Scandinavian brand Samsoe Samsoe is using QR codes and Facebook Marketplace to simplify resale. /Glossy
‘You’ve got to have a beautiful display to grab people’s attention’: How BlendJet merchandises in stores. /ModernRetail