Ace Your Ads: TikTok First Approach for True User Engagement

By Milica Kovac, Global Business Development Manager at EyeSee

The true and essential power of the TikTok platform lies in the fact that users can easily skip the content in front of them. But they do not want to. Even 73% of users1 lean on the TikTok algorithm to curate what they see, and it is the TikTok First approach videos that they find the most relatable (67% of the tested audience feels so).2 That means that when videos are sharp-wittedly created in a TikTok First manner, they earn true users’ attention. The same is true for sponsored videos. When created in TikTok First style, stopping power increases by 17%, the EyeSee study shows.

Viewers want ads to be seamless in their viewing experience.  When your sponsored content is not fighting the river tides—but rather flowing with them—TikTok source power goes far with its influence on the audience. 

Stopping Power as Proof of Earned Attention

The EyeSee study confirms that, in comparison with TVC-style ads on TikTok, a TikTok First approach to sponsored content increases stopping power by 17%.3 In other words, more users will continue to watch sponsored content for more than the initial three seconds, even though they have an option of scrolling down the feed. Because of this earned attention, skippable ad formats like TikTok represent true eyes on the screen. Viewers truly see what they look at, as opposed to just gazing over it.

The Value of Creating an Emotional Connection  

In comparison with TikTok TVC-style ads, TikTok First approach to sponsored content increases 35% emotional reach and 38% more positive emotions.4   

The stronger the emotional reach is, the stronger its association with brand likeability, brand uniqueness, and improved brand opinion will be. 

Analysing TikTok First sponsored content that evokes emotional reach higher than 30%, it is noted that there is a 25% uplift in brand uniqueness, a 15% uplift in likeability, and a 14% uplift in improved brand opinion.5  

How to Leverage TikTok Features

If, as a brand manager, you are faced with the dilemma of choosing between a TV-style ad and TikTok First approach on TikTok, bear in mind that creating TT First is incredibly easy, and with proper use of sound, effects, and narratives, it will unlock your brand’s potential. 

Voiceover drives even stronger positive emotions

The use of voice-over, ASMR, or lively, upbeat music is important for triggering an emotional reaction too. There is over a 40% higher chance that an ad will elicit positive emotions if it contains a voice-over and if it is present throughout the whole video.6

Music improves engagement

Pop, upbeat, and modern music have similar power, with a 29% higher likelihood of evoking positive emotional engagement compared to videos without music. Two-thirds of the most effective creatives tested in the EyeSee study used music to build suspense.7   

Learn More About Creatives that Break Through the Clutter

All of this is only the tip of the iceberg regarding the TikTok campaign insights. That is why an extensive white paper will soon be published on EyeSee’s Knowledge Nest. To obtain a copy of this write to us at info@eyesee-research.com or follow us on LinkedIn. Not only will you read about the big picture and the future framework for making strategic TikTok ad planning decisions, but you will also be able to formulate specific questions for your specific pain points, which we will gladly assist you with.

[1] TikTok Marketing Science Global Entertaining Ads Study (US Results) 2022 conducted by Marketcast

[2] TikTok Marketing Science Global Creators Like Me Study 2021 conducted by Hotspex

[3] Behavioral insights TikTok creatives that work, Global Study, conducted by EyeSee

[4] Behavioral insights TikTok creatives that work, Global Study, conducted by EyeSee

[5] Behavioral insights TikTok creatives that work, Global Study, conducted by EyeSee

[6] Behavioral insights TikTok creatives that work, Global Study, conducted by EyeSee

[7] Behavioral insights TikTok creatives that work, Global Study, conducted by EyeSee

This article was first published in the Q1 2024 edition of Asia Research Media

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