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  • Meerelle Cruz

TikTok Releases New Research on the Benefits of Working with Creators on Ad Campaigns

From both an individual producer and a company standpoint, the key to success on TikTok is to connect with the platform's content trends. Understanding that TikTok video clips have their feel and style is crucial to obtaining a large audience and resonance on the app. For companies, this involves conducting research and spending time in the app – or collaborating with renowned producers and leveraging their platform experience to help enhance your messaging and appeal.

As TikTok's recent study on ad success through partnership with creators shows, this can be a very worthwhile method. The platform reviewed over 2,800 marketing campaigns to gain new insight into how collaborations with creators help to boost results, taking a closer look at how businesses are seeing success with their TikTok initiatives.

To begin with, TikTok discovered that commercials made in collaboration with creators have stronger recall and longer watch rates. Repurposed content – that is, content that was not generated particularly for TikTok – fared the poorest in the survey, while TikTok-specific ads and campaigns formulated with well-known producers fared substantially better.

Ads created in collaboration with TikTok creators also saw a 91 percent increase in 6-second views compared to non-creator partnerships. That emphasizes the importance of connecting to in-app trends and viewer behaviors — if it looks and feels more native to TikTok, and originates from the app's creative core, via creators who know and practice that approach, TikTok viewers are more likely to respond positively.

Concerning creator partnership advertisements, TikTok's customer reaction data reflects this. Ads created in conjunction with creators also have greater interaction rates in most forms, according to the data. Creator initiatives also help to increase brand identification and engagement by demonstrating how the product is used.

Content created by creators is particularly helpful at promoting brand identification. When collaborating with producers, beauty content had the strongest aided and unaided brand recall from TikTok-specific branded content.

Also worth noting: according to TikTok's research, beauty ads that show the product in action and include funny elements "generate a large boost in viewing the video to the conclusion." These are some important points to remember for your TikTok campaigns, both in terms of the importance of cooperating with producers and incorporating various features within your films.

TikTok, of course, profits from facilitating creator relationships, with its Creator Marketplace effectively serving as an additional cash stream for creators, ideally keeping them on TikTok rather than switching to other platforms. That implies TikTok has a vested interest in increasing the value of such collaborations.

But the numbers don't lie, and everyone who's used TikTok knows that making native-looking, platform-aligned clips gets better results — since the more ad-like a video appears in your feed, the easier it is to skip and go on.

Better response is driven by great creative that is aligned with platform trends, and working with creators is a critical way to achieve this.

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