Exaggerated feelings and authentic audio result in more practical TikTok advertisements
While TikTok saw explosive growth in domestic new users during the pandemic, Juggernaut's social platform still remains uncharted territory for many marketers.
A new report from the creative analytics platform VidMob aims to give advertisers a feel for how to best fit into the cultural nuances and preferences of the Gen Z and millennial user base of the app when trying to advertise in the app. Using its computer vision algorithm, the company examined nearly 1,500 ad posts served on 34 branded accounts this year and looked for patterns where video received the most attention.
The analysis found that exaggerated emotions such as expressing surprise and anger resulted in an average of 1.7 times the number of six-second views, while switching between four or more emotions in a single video tripled the conversion Rates led.
Given that audio plays a huge role in spreading posts on TikTok, finding the right soundtrack is also a crucial element, according to the report. While many posts on the platform borrow audio from other popular videos, the analysis found that uploading an original title can result in 52% more six-second views on average. Posts with music or voice-over received 1.6 times more clicks than posts with both. Using the platform's language change tools resulted in 1.7 times more clicks than a subject's natural voice.
"On other platforms, advertisers focus specifically on the visual elements of the subject," said Sarah Graham, research strategist at VidMob. “While at TikTok the sound is also of crucial importance for the success of creative people. So there was an audio analysis that we could do here that we haven't done on other platforms. "
Most importantly, content on TikTok must feel like it was created specifically for the platform. The environment is not very hospitable for creatives recycled from other channels. "TikTok is very focused on the elements that make advertising on the platform feel a lot more local," said Graham. "So use influencers, use UGC-style content, and use people in different ways than other platforms."
Among other things, the report revealed:
• Limited close-ups – videos where the subject's face took up less than a fifth of the screen – showed 31% better click performance.
• The click increased by 1.7 times when the subject looked directly into the camera for less than half of the video duration, compared to more than half.
• Conversion rates increased 44% when the call to view the action was included in the first few seconds of the video.
The report comes as TikTok is taking steps to make the app more attractive to advertisers and attract a larger number of marketers to the platform, despite the recent turmoil with the Trump administration. Earlier this week, the company partnered with Shopify for an ecommerce integration, and last month launched a marketing affiliate program to provide better support for advertisers.
Graham said that VidMob plans next to focus on specific categories of advertisers and types of call-to-action as more advertisers become interested in TikTok.
"There are a number of brands that may be a little more shy when they get on the platform and start experimenting," said Graham. "These types of data and insights are helping these types of brands feel more confident about starting to experiment."