TikTok for Business and IPSOS partnered up to provide data-driven best practices on creative elements. 296 brand lift studies for one year.
Click here or the infographic below to view the PDF in a new tab:
Make Content Native
TikTok users crave native-style content. You need to adhere to what people feel fit on the ‘For You’ feed for maximum branding impact.
Both brand-led and creator-led work well individually, and using them both has optimal impact.
2.6x Above IPSOS norm for Brand-led, 2.7x for Creator-led (local creators work even better) and 2.8x Above IPSOS norm for both combined.
Let Creators Interact With The Product
Ad recall is 4% points better and has 10% points in Brand Linkage when the creative provides product information – tutorials, reasons to purchase, etc. vs no information.
Include a Song in the Ad and Combine Songs With Voice-Overs
2% Ad Recall when any song’s used instead of no song. 3% when voice-over is added to song and 8% brand linkage when customized song and voice-over are used.
Include a Character to Drive Ad Memorability
Creative assets that include characters, whether animated or an actual person, deliver stronger brand impact than that of with no characters.
Don’t Leave Branding Until the End
There’s a 17% point decrease in Brand Linkage when branding is left to the end. 3-5 Brand Cues is the sweet spot.
Showcase The Product Offer, Claim
Highlighting the product offer, claim amplifies both Ad Recall and Brand Linkage when the product benefit/claim is shown vs no product/benefit claim.
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TikTok Creative Best Practices…From TikTok
Straight outta TikTok’s Creative Center come these creative best practices to help you craft the best performing TikTok ad.
Here’s a summary:
High-Res Videos – 720p & Above
312% lift in conversion for videos with resolution of 720p and above.
9:16 Aspect Ratio Full-Screen
Videos see a 91% lift in conversion with a 9:16 aspect ratio.
Sound On = 16% lift in impression
By adding audio of any kind.
Video Duration 21-34s
280% lift in conversion and 2% lift in impression if your video duration’s 21-34s
Vertical Video Orientation
Sees a 40% lift in impressions
A clear call to action indicates a 152% lift in conversion.
E-commerce Creative Tips
Adding varied scenes like showing multiple product styles or switching between in-situ video and close-up feature shots indicate a 38% lift in conversion.
Closed Caption: On
A closed caption or text on the screen that clearly displays an offer or CTA indicates an 80% lift in conversion and a 16% lift in impressions.
Voiceover With Offer
Real voiceover that illustrates the product coupled with an offer text indicated an 87% lift in conversion and a 9% lift in impressions.
Gaming Creative Tips
Videos with 5+ scenes indicate a 171% lift in conversion.
Showing features or gameplay like accumulated money, simulations or fight scenes indicate a 13% lift in impressions.
End Frame Included
Including an end frame summarizing key information indicates a 47% lift in impressions.
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| BOOKS! – 13 New Ecommerce Books for Spring 2022 📗 >> Read more <<
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| Showerthoughts – We don’t know what the most successful lie in history was because it is still being believed /u/wafflehusky Source: Reddit
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Now this is some huge news! We were able to negotiate a massive deal for all the affiliates who are currently active members of the STM Forum. Want to attend the upcoming AdWorld or EcomWorld in May, 2022? Now you can get a ticket for FREE!
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Please check the announcement thread for full details, link is below: