TikTok continues to grow and establish itself as an essential player for advertisers. The platform has unveiled strategies behind high-performing ads and benefits from data-driven guidance to make it easier for advertisers.
Making content native
Marketing on TikTok is different from other platforms. TikTok users crave native-style content, more so than other platforms. A trend we see with all platforms that use full-screen, short-form video. Results in less successful with interruptive approaches, so you need to adhear to what people feel fit on the ‘For You’ feed for maximum branding impact.
Best practices for content
You should use both Brand-Led & Creator-Led content for the full impact. It’s important that you both have content that comes directly from the brand, and that there are similar messages from creators on the platform. In the same way that it works best when using multiple platforms to get maximum effect.
Sound, music and voice-overs
Creatives should use both music and voice-overs along with the text. IPSOS analysis clearly shows a positive correlation when using both music and voice-over. We always recommend our clients add this together with text overlays.
People want to see characters, this can be a real person, fictional character or maschot. Our recommendation is to use people or characters they can relate to, which get a higher ad recall.
Show off your brand early
As previous research and our experience, one should show the brand in the first seconds without just showing a strangely placed logo. In addition, brand cues should be delivered several times throughout the video.
Don't forget the offer
Be clear in the messaging. Bring out the benefit and claim to get a better Ad Recall and Brand Linkage.
Behind the study
TikTok partnered with IPSOS to conduct a meta-analysis to provide data-driven best practices on creative elements. It resulted in 296 brand lift studies over one year that gained more insight into the branded content elements driving the best response.
Everyone knows by now that Meta is losing market share to Tiktok at a rapid pace.
Short format on Tiktok has created a change in the market that has not been seen for a long time. Instagram Reels feed is no match for Tiktok Feed. Tiktok has a much stronger AI behind it that gets you completely stuck in the Tiktok app, and regardless of interest, there is a niche for you.
What Facebook is now introducing will have a hard time measuring up to the Tiktok AI, but to make it more lucrative for creators, a staggering $ 1 billion has been set aside to support creators who post original content on Facebook.
It may be a step in the right direction; it’s too little and too late. The age of loyal Facebook users is increasing, and the older user may not be as receptive to new functionality.
So why is this big news for Brands?
Reels is Meta’s fastest going format. Many advertisers are already active with advertising on Facebook and Instagram. Hopefully, this will lead to more ad inventory, and some users may return to the platform.
Facebook Reels Ads
Facebook will soon be starting to monetize its Reels formats with overlay ads. By end of March, overlay ads should be available to almost all countries.
Facebook Reels will enable with three ad formats:
- Overlay ads
- Sticker ads
- Banner ads
Note: Paid Ads in Reels have not been released yet. It will be released shortly.
What does Facebook Reels mean for Brands?
Meta is well known for pushing new features. Brands who jump on early can get an extensive organic reach. The same thing happened when Meta released IG Stories and IG Reels.
It will be essential to create Facebook Reels that feel organic. Think about what happens on Facebook and adapt your content; it should be educational, inspiring, and entertaining for getting a high view rate on your ads.
We believe it will work well if you are one of the first with great content.
Start right away and create content right now. Create the campaign when Facebook officially releases the feature if you have content ready. Use content that is already running on Tiktok into Facebook content.
Think creatively about using the placement, so it feels as “native” as possible.