With more than 1 billion monthly active community members, TikTok has become a driving force of digital culture and an integral platform for advertisers. To help advertisers develop more impactful experiences for the community, TikTok worked with creator marketing platform CreatorIQ to provide advertisers with the data-backed keys to success for campaigns and creative initiatives.
At a topline, the report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.
With that said, not all creator ads are created equal. TikTok and CreatorIQ’s analysis also uncovers the distinguishing characteristics that separate the platform’s top-performing creator ads from the rest. For example, grabbing viewers’ attention from the start with an effective hook is critical not only to delaying that next swipe but for landing ad impact. TikTok found that:
- 90% of ad recall impact and 80% of awareness impact are captured within the first six seconds of an ad.
- Showing a person or creator in the first two seconds of an ad increases hooking power by 50% and improves ad recognition by 32%.
This can be seen in a recent video from creator couple Matthew and Paul for Walmart, which hooked viewers and landed in the top 1% of all TikTok ads, according to CreatorIQ. The ad drove more than $168.3K in Earned Media Value, CreatorIQ’s proprietary metric for quantifying the value of social media content.
“This report provides advertisers with a new playbook for how to execute successful creator campaigns, powered by data, insights, and real-world examples from leading brands identified by CreatorIQ,” said Jorge Ruiz, Global Head of Marketing Science at TikTok. “I look forward to seeing how clients will benefit from this new understanding and continue to progress their journey on TikTok.”
“We’ve seen the usage of TikTok in creator marketing campaigns grow exponentially year-over-year, solidifying the platform as an essential part of the overall ecosystem,” said Tim Sovay, Chief Business Development & Partnerships Officer, CreatorIQ. “We’re honored to partner with TikTok on this initiative, which provides the industry at large with the intel for building more impactful creator marketing programs that can drive full-funnel results.”
To download the full report with additional insights, go here.