Wondering how to win on the platform that’s seen blistering growth over the last year? TikTok is a very unique platform with its own style and feel. If brands plan on making the platform work for them, they need to understand that aligning with TikTok’s content trends is the key to success.
Luckily, TikTok has has released a new study that highlights the importance of collaborating with creators to fuel campaign effectiveness.
Brand Collaborations with TikTok Content Creators Drive Results
Ad creative is vital to the success of any campaign, but specifically on TikTok. The platform was designed to inspire, spark creativity and unleash joy by providing a more engaging way to interact with content.
To further explain this concept, TikTok has conducted several research studies that quantify the extreme importance of creatives on TikTok.
“Now we’re sharing that data with you. We want brands to understand how to maximize their marketing efforts by producing creative specifically for our platform, using native formats, and collaborating with independent TikTok creators to develop and promote branded content.”
Let’s take a look at some of the findings.
TikTok Ads in Partnership with Creators Generate Longer Views
TikTok found that ads created in partnership not only generated longer view rates but also higher recall.
As seen above, the worst performing content was non-TikTok specific content. On the other side of the coin, the best performing content was TikTok specific campaigns created in partnership with creators.
This data underpins the importance of linking into current trends and viewer behaviour on the app. In a nutshell – if it feels very native to TikTok, and spawns from the creative heart of the app, through creators who live that approach, it is far more likely to see better performance from the TikTok audience.
Partnership Created Ads See Higher Engagement
Data uncovered by TikTok also revealed that campaign content created in arms with creators sees higher engagement rates for the majority of formats.
Beauty Ads Drive Longer View Times
According to TikTok, beauty ads that are shown in use while making use of comedic elements drive a significant uplift in watching the ad until the end.
“Creator Beauty content is especially effective at promoting brand recognition. Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators.”
It’s great to have all these unique insights at your disposal, but it will leave many marketers asking the question: “Does TikTok have an ulterior motive in promoting the value of creator campaigns?”
To answer: yes. TikTok does benefit from facilitating creator partnerships. But there is light at the end of the tunnel because data doesn’t lie; great creative that aligns with trends drive better response. And one surefire way of achieving this is through creator campaigns.