Tag: tiktok

[White Paper] TikTok First Content Guidelines for Powerful Ads

Posted on by sandra

Your ads and messages are alright, but you’re itching for something new and exciting. Want a way to jazz up your brand, make it pop, and get people buzzing again?

The next frontier for marketers globally is to harness the power of your brand on TikTok! An incredible 81% of users say TikTok videos influenced their recent purchases, and a recent EyeSee study discovered that 56% of sponsored content is seen on average, and 73% of users like the ads they see. Gen Z is also redefining search: They’re more likely to use social networks than search engines when looking up brands, products, or services, according to GWI, and 50% of them will choose TikTok. 

TikTok First Content Guidelines are now available!

So, if you are wondering how to effectively break through the clutter while still conveying the right message with a fresh approach, “TikTok First Content Guidelines for Powerful Ads” is the white paper for you! Discover:

1. Why is the TikTok First approach more effective than TVC-style ads? When created in TikTok First style, the ad’s stopping power increases by 17%.

2. What can earned attention and emotional connection do for your brand? Skippable ad formats like TikTok represent true eyes on the screen. Viewers truly see what they look at, as opposed to just gazing over it. 

For content that achieves high emotional reach (>30%), it is noted that there is a 25% uplift in brand uniqueness, a 15% uplift in likeability, and a 14% uplift in improved brand opinion.

3. The story behind the Scotch-Brite success story and how they did it. EyeSee study “TikTok ad magic: A performance study” shows that Scotch-Brite ads, created in a TikTok First manner, achieve an impressive stopping power of 76%, significantly surpassing the North American benchmark for the CPG industry.

4. What are insight-based guidelines for using the most powerful TikTok effects? There is a 19% increase in brand interest and a 23% increase in brand opinion when the TikTok First ad contains effects such as emojis and stickers.

But if you want to know the power of music, voice-over, ASMR, product display, and what the recommended narrative approach is, check out the full “TikTok First Content Guidelines for Powerful Ads” white paper now. 

Eager for more? Read the blog about replicated feeds for authentic behavior here.

    Build on social media ad impact with behavior-savvy strategies 

    Posted on by sandra

    By Minja Stojanov, Internal Business Development Director at EyeSee

    As of 2022, the average daily social media usage of internet users worldwide amounted to 151 minutes per day, and Western Europe had a 79 percent social media penetration rate, topping the ranking of global social media usage by region since January 2023, Statista reports say. Not to mention that 81% of people between the ages of 30 and 49 actively use at least one social media site. 

    Numbers cannot be more clear; social media are officially an integral part of all our lives. They are places where we connect, inform, share advice and experiences, and sometimes even make direct purchases that are available via the emerging possibilities of social shopping. What is particularly interesting is that, recently, Instagram has been offering analytics, even to private profiles.   

    All of this indicates that there is a strong need for true social media influence to be understood.

    Social Media Analytics VS mix of behavioral and traditional testing methods 

    However, are social media analytics sufficient to understand how content affects us and how it works? If we imagine brand managers who are budgeting for content production and strategy for the coming year and want to use analytics to determine the success of previous years’ social media ads, what insights would they have? Are the numbers showing the reach of some ads sufficient to determine whether the audience engaged with the ad or the brand in any way?   

    For reliable and valid insights, it is crucial to use a mix of behavioral and traditional methods focusing on consumer behavior in the timeline and its impact on sales uplift.   

    • Eye tracking allows granularity into which ad elements are seen and which are often missed. Analyzing the social media heat map is highly beneficial for the placement of key ad information.  
    • Facial coding identifies whether consumers are engaging with your brand by analyzing their emotions through facial expressions. 
    • Surveys help uncover what the ad impact on brand metrics is. When we combine Facial Coding, Eye Tracking and Survey results we get what the true ad impact on consumers was and more importantly WHY.  
    • Virtual shopping provides a direct link between the performance of an ad and in-store purchase behavior with the help of realistic simulated store environments that tap into authentic consumer behavior. 
       

    Main KPIs and benefits of replicated media Feeds 

    Did you know that people’s average focus per post on Facebook’s timeline is 4.1 seconds, 2.7 on Instagram feed, 3s on TikTok, and that for Facebook and Instagram, there is a 19% decrease in visibility when an ad is lower in the feed?  

    For uncovering the sophisticated differences in behavior that would go undetected with traditional social media analytics, research tools such as replicated social media feeds and the right thought framework are crucial.  

    That is why here are the metrics and KPIs you need to know about your ad performance: 

    a) Ad breakthrough: 

    1. Visibility –  how many users have actually seen your content? 
    1. Attention – how long do they watch it for? 
    1. Video retention – what are the usual points where you start to lose them? 

     b) Ad emotional engagement and brand impact:  

    1. Emotional reach – is the ad resonating with them? 
    1. Survey KPIs – does it fit with the brand, and do users like it? 

     c) Ad sales impact: 

    1. Sales uplift – does the ad impact sales? 

    Building brand success on best practices and creative guidelines 

    If we go back to our imaginary brand manager from the beginning of this article, one might rightfully ask: How can I benefit from the knowledge of the campaign that is already done? 

    Imagine how much time you would save by not having to go back and forth with briefing the creative agencies and influencers but having all the insights along with content recommendations and a set of rules in one best practice playbook.

    In conclusion

    If you are interested in learning more, I advise you to reach out and ask us for our global study, a meta-analysis of almost 60 ads from 20 brands called “TikTok Global Study: Creative that Works.”. Or you can find a brief overview here and take it from there.   

    This study gave us, our clients, and TikTok, not only valuable insights and creative guidelines but it proved that social media campaigns are efficient across industries from FMCG, OTC, Personal and home care, and all the way through Durables and in some cases even Financial and other services.  

    But, no matter the industry, one thing is certain: you want your brand to be where your consumers are, and you want it to be part of their lives. In that process, social media is a crucial component of your brand’s social life among its consumers, and it needs to be done right. A best practice and creative guideline playbook is a tool one needs for that.

     Eager for more? Read how to: Capture their attention first, and the ‘heart’ next: attention & emotions in social media advertising

      Universal Robina x EyeSee: the secret to a successful TikTok campaign  

      Posted on by sandra

      By  Xinyu Tok, Senior Insights Manager.

      In the previous article, we already stressed the strong impact that TikTok has on consumer purchase decisions as well as the reach that sponsored content can have if done properly.    

      The figures speak for themselves:   

      • 71% of TikTok users stop and watch the first three seconds of the video 
      • 56% of each sponsored piece of content is seen on average 
      • 73% of TikTok users like the ads that they see  

       As we explained, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. All of the respondents were TikTok regulars who had purchased items from some of the categories in the previous six months. You can request the study walk-through at [email protected]

      Universal Robina is a great study example since their FMCG portfolio is impressive, and they turned out to be one of the winners in the game of TikTok. Let us take a closer look at the testing process and the outcomes.

      What works better: native versus heavily branded approach

      When it comes to ad style, brands typically choose between two options. They either create a single video and distribute it across all platforms, even though each platform has its own set of rules, or they assume that the native approach will win. Of course, creating a single video for multiple platforms is more cost-effective, but the native approach yields better results on a specific platform. However, both of those theories have their ups and downs, and the key is to test them, preferably in a simulated digital environment. By using natural and unforced exposure of the stimuli in an environment as close to reality as possible, we get an objective and accurate insight into the actual ad visibility.  

      In the TikTok simulation, respondents saw three videos: an advertisement for Great Taste, Cloud Nine, and Jack’n’Jill. We also consider the focus (time spent on the screen), retention (percentage of people who watched the video), and stopping power (percentage of people who stopped to watch the video) of tested ads.  

      Great Taste and Cloud Nine ads performed better than Jack’n’Jill in terms of focus, with 8.6s vs 7s; however, because Jack’N’Jill used a more native organic approach, it performed better in terms of retention and stopping power. (77% vs 57% and 86% vs 74%).

      But does this necessarily imply that Jack’N’Jill performed better in terms of brand visibility? Not necessarily. With the organic approach, there is always the risk that the video will be insufficiently informative and that the key message will be missed.

      What prompts TikTokers to recall brands more?  

      It is important to note that not only are all three tested stimuli different in style, but they also place the product in a different place in the timeline. Great Taste and Cloud Nine commercials have great dynamics and upbeat music, and the Jack’N’Jill approach is more raw and native; however, both approaches scored good brand recall, with only 2% of the difference in favor of Jack’N’Jill (74% vs. 72%).   The key finding, however, is that watching the entire video increases brand recall by 35% compared to viewing only half of it. 

      Key findings  

      Universal Robina ads performed extremely well, so one of the key takeaways is that they should maintain TikTok content style while also maintaining their core brand attributes. They succeed in keeping users’ attention by using upbeat music and video dynamics, and they get their message across.

      Oversimplification of the video should therefore be avoided. Because user attention is difficult to maintain, quick changes of scenery rather than just one setting are preferable. And, as previously stated, a native approach is not without risks, so whether it is appropriate for your brand depends on the strategy and campaign goals.

      However, to see the full results of the Universal Robina study and to learn more about post-pandemic shoppers, watch the video below. There you will find the full presentation that debuted at the Asia Research Breakfast, which we were fortunate to attend as guest speakers. Also, don’t forget to acquire the whole study walk-through at [email protected]

      Interested in reading more about global TikTok study? Click here.

        Tap into hidden potential with new TikTok creative insights

        Posted on by sandra

        TikTok is an undeniably influential social media platform with significant untapped potential for sponsored content. Following the pandemic, our habit of using TikTok remained strong. The app enjoys one of the highest user retention rates globally. An incredible 81% of users say TikTok videos influenced their recent purchases. That is why it is becoming increasingly important for brands to understand how to create effective ads that resonate with their consumers.  

        According to our most recent two-wave global study, we discovered that 71% of TikTok users stop and watch the first three seconds of the video and that 56% of each sponsored content is seen on average. All of this is supported by the fact that the ads are liked by 73% of TikTok users.

        These figures show that sponsored content has every reason to thrive in TikTok’s digital environment. However, brands are still not using their full potential. This study not only invites you to use TikTok to empower your brand, but it also gets deep into what you must keep in mind while doing so. If you are interested in getting an expert walkthrough of the study, write us at [email protected]  

        Methodology

        As previously stated, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. 


        This research is built on the following key pillars:    

        • Ad stopping power (tested the ads in a simulated TikTok environment that provided us with browsing insights)    
        • Ad retention (tasted by exposing respondents to a simulated TikTok environment)    
        • Ad emotional reach (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
        • Ad likability (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
        • Brand recalling (to learn % of respondents who remember seeing the advertised brand when prompted, we used the survey method) 

        The challenge of TikTok advertising

        Why don’t brands use TikTok more? This is the imposing question that arises when we look at the numbers that show the untapped potential. On one hand, we have the answer that for brand managers, it is hard to follow the ROI once they invest in TikTok ads. They are unsure how to follow the path and make a clear connection, or better to say, they are unsure how to follow the path to purchase from the TikTok ad to the shopping cart. 

         On the other hand, even when clarity in that field is gained, the questions of how to approach strategy and what works best remain. There are questions about what will work better – the native approach or strongly branded videos that will also work on other platforms; what is the reach of animation as the dominant style; and is co-branding the way to more followers and engagement or the way to poor brand recollection? 

        This study answers all those questions and beyond. For example, animated video ads, those containing any kind of computer-generated imagery, will improve brand opinion by 23% and increase brand interest by 19%, while elevating the positive emotions about the brand by 20%.  

        However, brands must be careful; there is a chance that they will be seen as less informative than conventional videos if the message and narrative in them are not constructed carefully.  

        The golden rule for unlocking the untapped potential 

        What is great about this report is that it contains a lot of simple facts that must be considered in future ad planning. For example:   

        • If the ad lasts up to 10 seconds, it has a 71% higher chance of being fully viewed.  
        • A video that lasts up to 10 seconds has a 38% higher chance of being liked.  
        • If the brand lasts up to 10 seconds, it has a 15% better chance of being remembered.  

        This is an example of an insight finding that makes a strong recommendation that is universal around the world. However, in this report, there are far more complex recommendations that necessitate a thorough examination of both specific brand values and the TikTok environment. 

        All of this is only the beginning. If you want to learn more, send an email to [email protected] and we will provide you with a video expert walkthrough of the study. Not only will you get the big picture and the future framework for making strategic TikTok ad planning decisions, but you will also be able to formulate specific questions for your specific pain points, which we will gladly assist you with.  

        Request access to

        TikTok creative study findings!

        Eager for more? Read the blog about replicated feeds for authentic behavior here.

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