TikTok releases platform advertising effectiveness test results

Based on its powerful algorithm , TikTok can recommend a series of related videos to users based on their personal interests . When users browse videos, they can quickly switch between content by swiping up and down.

However, when an ad appears, users can also choose to skip it . Will the platform’s advertising performance be good in this case? What is the actual user engagement and response rate to video ad content ?

To validate the results, TikTok partnered with research firm Media Science to conduct a test to study user engagement, recall, and overall response to ads on TikTok and three other platforms .

Participants watched videos from the four platforms in their usual way, with eight test ads interspersed between them . Media Science monitored participants ’ reactions to each ad using eye tracking , heart rate monitoring, and GSR technology .

The following are the results obtained through this test :

First, even though the video length is limited, TikTok ads leave the most profound impression on users .

Normally, the longer users watch an ad video, the more they remember it. However, users remember ads on TikTok regardless of their length . Compared with ads that are 20 seconds or longer , ads that are 6 seconds or shorter on the TikTok platform still have a 38% recall rate .

Image source: SocialMediaToday

This may be related to the video characteristics of the TikTok platform . Users are more focused when watching short videos , which may explain why users can recall more content about TikTok advertisements.

TikTok mentioned : No matter how long the ad is , the first few seconds are often the most attractive . Ads on TikTok have a faster effect on the audience than similar ads on other platforms .

        Image source: SocialMediaToday

TikTok also said that brand messages are more popular on the platform than on other apps , and advertising on TikTok can enhance brand awareness more than on other platforms.

        Image source: SocialMediaToday

Of course, this is also related to the way the advertisements are displayed. If the content of the advertisements is more in line with the original TikTok videos and does not give users an abrupt feeling , then users will be more likely to accept such advertisements.

In addition, there are many other factors to consider in order to do a good job of advertising on the platform . However, these data show that TikTok users are open to advertising content . Taking the time to understand how TikTok works and which promotions resonate most with users will bring significant benefits to businesses.

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