User survey: 67% of respondents said TikTok ads are more likely to attract attention

TikTok commissioned Kantar to conduct a study, which interviewed more than 25,000 participants in 20 countries between September 2020 and January 2021 to analyze TikTok 's advertising effectiveness . The results of the study are as follows:

1. Ads on TikTok make people interested

The study showed that 72% of respondents found ads of interest on TikTok , the highest rate among all platforms.  

TikTok users are scrolling For   When you watch YouTube , be in a discovery mindset and be open to interesting new videos from creators and brands .

Sellers should pay attention to aligning your ads with the overall tone of TikTok and making it look natural among the videos, which is more likely to increase response rates and stimulate users' desire to buy.

2. Ads on TikTok are leading the way

Compared to ads on other platforms, seven in ten respondents believe that ads on TikTok are ahead at 21%.

With innovative ad formats like the Branded Hashtag Challenge , users and brands on TikTok are able to use these techniques to create trends that can spread within the TikTok community and beyond.

3. Enjoyment and motivation are key

TikTok said users discover uplifting content from the TikTok community, which has a spillover effect for advertisers.

Eight in ten respondents found TikTok to be entertaining, while seven in ten participants felt the same when asked about advertising on the platform .

Therefore, when creating TikTok ad campaigns, sellers should not focus on hard-hitting, controversial angles, but instead focus on more positive and useful aspects that are relevant to the audience.

4. TikTok ads are more likely to attract attention

The study also found that TikTok ads are good at attracting attention, with 67% of respondents agreeing that ads on the platform are more likely to catch their attention than other platforms.

The full-screen immersive format helps grab attention and keep it , and TikTok also noted that ad placements such as Top View, or the first video a user sees when they open the app, can target users at the moment they are most receptive and focused .

5. TikTok users are more receptive to advertising

The study also showed that TikTok users were more receptive to ads within the app than users on other platforms .

Combining all attributes found that ad acceptance rates on TikTok were 10% higher on average compared to other platforms tested .

In summary, TikTok is still in the traffic dividend period, and TikTok advertising is also an opportunity that sellers can take advantage of. However, sellers should also pay attention to the skills of advertising.

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