Mediaboss Marketing

As TikTok continues to grow, and add more users over time, its also working to refine its ad offerings, and attract more investment in its promotional tools.

And it seems, based on this research at least, that TikTok campaigns are generating results, with Kantars latest Media Reactions study showing that TikTok is the preferred advertising environment for both brands and their audiences, while brand-building campaigns on the platform are 7x more impactful among people with high ad equity.

Kantars 2021 Media Reactions report incorporates responses from over 14,500 consumers and 900 senior marketers around the world, providing a broad scope of opinion around key ad shifts and trends. The main focus elements of Kantars report are:

Based on these elements, Kantar found TikTok ads, in particular, to be effective on several fronts.

As explained by TikTok:

TikTok's ad equity has been ranked #1 in the world two years running because of our creative, authentic community and brand-friendly platform. Reaching consumers in an environment built for discovery gives businesses the power to build great ad experiences - and offers audiences the chance to discover compelling, fun content.

Among the studys findings, Kantars research indicates that the collaborative atmosphere of TikTok leads to less intrusive, and more creative ad campaigns. That aligns with TikToks Make TikToks, Not Ads approach, which calls on marketers to really learn the platform, and its key trends, and align with how users are engaging, as opposed to taking a more disruptive, traditional marketing approach.

TikTok ads also scored higher for delivering relevance and usefulnessthan they did in the previous years report, while it also beat all others in sentiment according to household decision-makers, in almost every vertical.

In some ways, TikTok likely benefits from being the new kid on the block, with consumers more open to TikTok promotions due to overall usage trends. But really, the main note here is that brands have quickly learned that traditional ad approaches simply dont work on the platform you cant just repurpose your campaigns from other platforms and mediums and expect TikTok users to pay attention.

If you want to stop people swiping on by, you need to make TikTok ads that feel natural in user feeds, and that broader push has made advertisers conform to the apps general content principles, which is why its ads feel less intrusive than, say, pre or mid-roll disruptions on other platforms.

In aligning with these findings, TikTok recommends that advertisers:

These are some good tips, with the basic ethos, again, being Make TikToks, Not Ads.

If youre not sure exactly how to do that, you can check out TikToks Ad Library, which highlights some great examples of effective TikTok clips, while its also recently launched a new Creative Center to showcase more top-performing campaigns.

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New Report Finds Users are More Open to TikTok's Innovative, Creative Ad Options - Social Media Today