TikTok Works: Does attention on TikTok translate to business impact?

About TikTok Works

TikTok is a global entertainment platform that enables brands to meaningfully connect with people at scale. And as a committed partner to advertisers, our team of experts helps brands make smarter advertising decisions through a suite of measurement solutions. Our global research and measurement partners have proven TikTok delivers measurable business impact across the user funnel. So, to inspire advertisers to achieve more on the platform, we've launched TikTok Works. In this blog series, we'll explore the full-funnel impact that TikTok can drive for your business, with tips, tricks, and success stories.

Connect meaningfully with people at scale and drive full-funnel actions

Today's digital consumers have innumerable media choices, all available night or day, while on-the-go or when relaxing at home.

Within this always-on landscape, TikTok has carved out a unique position. Attention on TikTok means more than users simply watching scheduled advertising. TikTok is filled with exciting, unpredictable discoveries. This joy-filled experience connects brands with their audiences through content they love. And this environment creates focus and leads to action driven by the community.

As such, TikTok is an entertainment platform that enables brands not only to connect meaningfully with people at scale, but also to drive full funnel actions through creative, community-driven interaction.

But the million dollar question is, does all this attention on TikTok translate into business impact?

To take a closer look at this question, TikTok collaborates with a variety of first-party and third-party measurement partners. The goal is to empower advertisers with deep insights into their campaigns' performance, so they can maximize the results from their media spend.

Globally recognized measurement partners such as Nielsen and Kantar have proven that TikTok delivers results and key learnings across campaign objectives. Here are some of the major takeaways from the studies we have conducted:

TikTok helps you find new consumers and expand your category

Kantar HTC Ad Effectiveness Meta Study

One of the most widely known ways for brands to engage with users is via TikTok Content Ad formats, such as as a Branded Hashtag Challenge (HTC). Content Ads empower users to become co-creators of your branded campaign, by inviting them to join in on a collective movement. This is a fun way for brands to collaborate with users and seamlessly integrate into the TikTok community.

But there's more to the story. Beyond engagement, Content Ads also amplifies brands and drives full-funnel impact. TikTok and Kantar conducted a meta study to understand how Branded HTC performance impacts brand metrics, with a particular focus on engagement, amplification, and full-funnel impact.

TikTok ads drive significant Ad Recall lift to both current users of the brand as well as non-users, proving that attention on TikTok has a strong influence on audiences that are using competitor brands. Beyond awareness, TikTok helps to guide consumers down the funnel and this further increases brand’s market share, recording significant purchase intent lift that is 12X of Kantar Global Norms.

TikTok delivers better recall compared to market benchmarks

AU Kantar Brand Lift Study Meta Analysis

We also worked with Kantar to design a study on how media metrics and creative elements can affect brand results through meta-analysis. The study found that TikTok drove 2x higher ad recall compared to Kantar Brand Norms.

💡 Learn from PT Vivo Mobile - Indonesia

Vivo Indonesia used TikTok's innovative ad solutions to boost ad recall, preference, and purchase intent for its V23 and Y33 smartphones. Vivo Indonesia launched promotional discounts for the two models during Ramadan and the goal of the brand's TikTok campaign was to boost awareness of the great deals on offer, and drive conversions. The consumer tech brand leveraged TikTok's Top Feed premium ad placement to maximize awareness, with predictable reach.

The campaign reached a total of 21.4 million people, with a view-through-rate that far exceeded market benchmarks. Vivo's Top Feed campaign also drove a 4.6% uplift in preference, a 4.4% uplift in purchase intent, and a 3.8% uplift in awareness.

Next, leveraging that attention to drive sales uplift and boost ROI

TikTok provides measurable and significant impact on brand sales

TikTok commissioned Nielsen to run Media Mix Models on 15 CPG brands across Indonesia, Thailand and Malaysia. MMMs are the traditional 'gold standard' for the CPG vertical to help inform business investment decisions and account for other media, promotions, distribution, pricing, and external factors.

Nielsen SEA Marketing Mix Modeling

TikTok Ads are proven to be ROI positive. Every dollar spent on the platform leads to incremental returns in revenue, as shown in our study conducted with Nielsen.

💡 Learn from Dear Me Beauty

Dear Me Beauty's 2021 Mega Sales campaign is a best practice example for turning attention into positive ROI. For Single's Day 2021, the Indonesian beauty brand launched limited-time sales promotions on TikTok to drive sales of its top-selling products. Dear Me Beauty created a TikTok Shopping campaign combining In-Feed Ads, livestreams, and a product showcase tab on its profile page.

In total, the brand's TikTok Shopping campaign drove significant sales during the competitive Singles' Day season, causing a number of product lines to be sold out. Overall, Dear Me Beauty achieved a return on ad spend of more than 27x, a mega achievement for any Mega sales campaign.

Leverage our full-funnel measurement framework to optimize business decision-making

As you can see from the examples and learnings above, TikTok offers measurement solutions that help you better understand performance and thereby maximize media effectiveness. Based on your specific campaign objective, you can ensure that you are setting up the right studies and passing back the right signals to the system, for improved campaign optimization. Do stay tuned for our next blog post, as we continue to share more on this topic.

Measurement drives strategic decision-making, so reach out to your TikTok measurement partner today!

As Jorge Ruiz, TikTok's Global Head of Marketing said: "Measurement can’t exist on its own and it can’t always be about the most superior methodology. It has to be about how a business adopts it and makes decisions off of it."

At TikTok, our team of experts are committed to partnering your business, to help you make smart advertising decisions by leveraging our suite of measurement solutions. Reach out to your TikTok measurement partner today to build learning agendas and start testing!