TikTok on published a new report which suggests that TikTok ads are more memorable than on other platforms and even TV campaigns, while measurement of emotional response also shows that TikTok ads are more likely to lead to purchase responses based on key triggers.
The study was conducted by neuroanalysis attempt Neuro-Insight, and consisted of a “neuroscience” (i.e., measurement of brain response) involving 57 laboratory respondents aged 18 to 35 years.
The results show that TikTok clips trigger a number of significant responses to brand content – First, the researchers looked at “emotional valence,” which shows the preference seen in a video ad and how it then relates to the activity of the moment (e.g., paving the way for unplanned purchases). This element is marked in the approach vector in the diagram below.
As you can see, TikTok campaigns add more responsiveness than regular social platform campaigns.
The secondary vector, ‘Commitment’, is related to the personal meaning of the content with the highest correlation to memory.
“This determines whether someone intends to act on the information in the future (e.g., buy a product from a store).”
The full-screen, immersive nature of TikTok clips can be a key factor here as content drives a stronger mental response based on brain activity.
The same element is highlighted in the second part of the study, which looks at the degree of commitment per minute.
As per TikTok:
“Our algorithms and shorter video formats create continuous engagement periods, making TikTok the leading data density platform. This further suggests that the TikTok audience is fully relied upon and embedded compared to other platforms.”
Again, this full-screen presentation helps TikTok drive a deeper response, which also feeds it algorithm matching, and gives it the advantage of this element over other platforms. For example, on Facebook, you may see 10 different messages, options, and ads on the screen at once, making it difficult to get to know the final Facebook you may be dealing with. This is not the case at TikTok, as the content displayed is all you can view, which means that any engagement is linked specifically to that clip, which helps its system better identify your interests and show you more of the same.
Which is undoubtedly what gives it an advantage in this benchmark report, where mental engagement is significantly higher in TikTok clips – an important aspect for marketers.
Of course, you still have to get your message right. Just because TikTok theoretically has a commitment advantage, doesn’t mean you can just target your latest TV campaign into a short clip and expect success. But for those who take the time to learn the platform and understand the best approach, the views show that it can have significant benefits in increasing public reaction.
The last part of the study compares the memorability of TikTok clips to TV commercials
“TikTok outperformed the competition on many levels compared to other video-based media such as television, digital video and radio. For example, TikTok In-Feed ads get 23% more detail than TV ads, while TikTok TopView ads outperformed TV 40%. “
Of course, TV commercials also have this full-screen, immersive element, but they don’t have TikTok’s personal targeting, while TikTok users are also specifically focused on the app, which is likely to improve response rates.
These are some interesting findings that highlight the potential resonance of TikTok campaigns in increasing public reaction. And while this is also proportional to the effectiveness of the creative approach, the data shows that TikTok can offer significant benefits to those marketers who can get it right.
You can read TikTok’s entire audience engagement survey here.