If you're aiming to ramp up your advertising game on TikTok, the company has some crucial insights for you. They've conducted new studies that untangle the web of factors contributing to a successful ad on the platform. TikTok clarifies that ‘attention' and ‘engagement' are separate entities. In their own words, attention is the focus level you give to an ad, while engagement goes beyond to include how your brain processes and reacts to it. Simplified, the equation “Attention x Resonance = Engagement” guides the effective deployment of advertisements.
To add another layer, ‘resonance' comes into play. This refers to the direct connection between the ad content and the viewer's interests, background, and culture. Authenticity and creative expression have been found to be the driving force behind TikTok's high interaction rates, such as likes, reactions, comments, and shares.
Tactical recommendations for your TikTok campaigns
TikTok's studies aren't just theoretical; they offer actionable tips for advertisers. Research commissioned by the platform reveals some interesting figures. Ads that feature real people can increase watch time by 9%. If you remix a trending TikTok, expect a 14% boost. Crafting a creative narrative? That could result in a 16% increase in watch time. In essence, your ads should mimic the native content of TikTok to capture and maintain viewer attention and engagement.
Moreover, resonance remains vital. To achieve it, your content must make a direct connection with users by aligning with their interests and culture. It's not just about capturing attention but sustaining it through meaningful engagement.
Why the first moments of your ad are crucial
Further research highlights the power of the initial moments in a TikTok ad. The company's Marketing Science unit shows that 50% of an ad's impact occurs in the first 2 seconds. Extend that to the first 6 seconds, and you've captured 90% of the total impact on ad recall and around 80% on awareness. However, there's a cautionary tale here. The longer your ad plays, the more you risk shrinking your audience size. There's a tangible trade-off between extended viewing duration, reach, and cost per reach.
TikTok's latest data offers advertisers a comprehensive guide for navigating the complexities of successful advertising on the platform. By understanding and leveraging these nuances, you can significantly improve the efficacy of your TikTok advertising strategy.
You can read TikTok's full study notes and pointers here.
