TikTok Shares New Insights to Assist in Marketing Campaign Planning
To help with this, TikTok recently commissioned a new set of measurement studies with third-party partners, which will provide key insights and guidance notes for marketers and advertisers.
Today, TikTok published the first set of results from its TikTok Works initiative, with data on consumer packaged goods performance, the increasing role that TikTok plays in discovery, and how TikTok can help boost overall brand awareness.
TikTok claims that it drives strong return on ad spend and sales for consumer packaged goods brands.
It is as per TikTok.
According to the studies, the US saw a 96 percent higher paid media ROAS compared to all digital media measured in the models. The Middle East, Europe and Southeast Asia all experienced increases.
In the beauty, personal care, and food and beverage categories, TikTok ads generated the same amount of dollars per thousand impressions as TV ads, despite lower impressions.
It makes sense that TikTok would be good for brands in the consumer packaged goods industry. The data adds more weight to this aspect, which could affect your planning.
Fairing was commissioned by TikTok to investigate the increasing role that it is playing in product discovery.
TikTok is now the preferred search platform for many young users in many categories, according to a recent acknowledgement by Google.
Nearly 15% of product discoveries began on TikTok after consumers were asked to identify the channel where they first heard about a product. It was 4% a year ago.
According to a survey conducted in May 2021, 81% of respondents included TikTok as an option.
Changing social platform usage is impacting search and discovery, which could have a significant impact on how people are finding, or not finding, your brand.
In order to understand how TikTok ads compare to TV campaigns in driving brand and product awareness, it was necessary to work with Kantar.
More than 3,500 measured TikTok ads outperformed their own digital and TV norms by 15% and 20%, respectively, on multiple metrics, including persuasion, resonance and appreciation of an ad, according to a new analysis.
It makes sense when you think about how people consume media. My kids don’t watch regular TV, with all of their time spent online, and that’s becoming the norm for younger people.
It makes sense that TikTok is more popular than traditional TV.
The insights could help to inform your TikTok marketing approach.
You can read more about the work here.
