TikTok has published a new report suggesting that TikTok ads are more memorable than those of other platforms, and even TV campaigns, while measuring emotional response also shows that TikTok ads are more likely to generate a buy response, according to key triggers.
The study was conducted by neuroanalysis cabinet Neuro-Insight, and consisted of “neural research” (ie a measure of brain response) with 57 laboratory respondents aged 18 to 35.
Results show that TikTok clips trigger various meaningful responses to branded content – First, the researchers looked at “emotional valence,” which indicates sympathy for what was seen in a video ad, and how that then relates to the action in the moment (for example, leading the way unexpected purchases). This element is indicated in the ‘Approach’ vector of the table below.
As you can see, TikTok promotions generate higher response intention than regular campaigns on social platforms.
The secondary vector, “Engagement”, relates to the personal relevance of the content, which has the highest correlation with memory.
“This determines whether someone is going to act on the information in the future (eg buying a product in a store).”
The full-screen immersive nature of TikTok clips may be a key factor in this, with the content driving a stronger mental response, based on brain activity.
This same element is highlighted in the second element of the study, which examines the engagement rate per minute.
According to TIC Tac:
“Our algorithm and shorter video formats create continuous cycles of engagement, making TikTok the leading platform for information density. It further suggests that TikTok’s audience is fully leaned and immersed in other platforms. “
Again, this full screen presentation helps TikTok generate a more in-depth response, which also fuels its algorithm match, and gives it an advantage on this element over other platforms. On Facebook, for example, you can have 10 different posts, options, and ads displayed on screen at any one time, making it difficult for Facebook to know, definitively, who you might be engaging with. This is not the case on TikTok, as the content displayed is all you can see, which means any engagement is specifically tied to that clip, helping its system to better determine your interests and show you more of it.
Which is without a doubt what gives it an edge in this comparison report, with significantly higher mental engagement for TikTok clips – an important consideration for marketers.
Of course, you still need to handle your post well. Just because TikTok theoretically has an engagement advantage doesn’t mean you can just repurpose your last TV campaign into a short clip and expect to see success. But for those who take the time to learn the platform and understand the best approach, the information here shows that it can have significant benefits in boosting audience response.
Last item in study compares memorability of TikTok clips with TV commercials
“Compared to other video media, like TV, digital video, and radio, TikTok has outperformed the competition on many levels. For example, TikTok In-Feed ads achieved 23% higher retail memory than TV ads, while TikTok TopView ads outperformed TV by 40%. “
TV ads, of course, also have this full-screen immersive element, but they don’t have TikTok’s custom targeting, while TikTok users also focus specifically on the app, which likely results in improved performance. response rate.
These are some interesting results, which underscore the potential resonance of TikTok campaigns in audience response. And while, again, this relates to how effective your creative approach is, the data shows that TikTok can deliver significant benefits to marketers who can get it right.
You can read TikTok’s full audience engagement study here.