TikTok Works: How TikTok drives business impact
TikTok is where communities get together to drive culture and engage with their favorite brands. And all that interaction is not just about helping users discover new businesses and products—it's also helping brands generate strong results.
To understand the impact TikTok has on businesses, we've launched several measurement studies across the Nordics and Central Europe. And the results have consistently shown that TikTok Works.
Our studies are broken into three main areas:
Discover
Entertainment
Outcomes
1. Discovery: TikTok drives major product discovery
Customer journeys are growing more complex, occurring across various touchpoints and devices. One of the reasons for misattribution and failure to see the holistic picture is a traditional, yet outdated, last-click measurement approach. It dismisses the value of all other touchpoints, making last-click measurement an incomplete story.
TikTok drives product discovery and purchase on a major scale, and we're showing advertisers how to unlock the power of views on the platform. In a study by marketing attribution platform, Fospha, they found 76% new customers and 8.8x higher revenue attributed to TikTok when using view-through attribution versus a last-click model.
We worked with agencies and advertisers across the Nordics and Central Europe to run Marketing Mix Models to help us understand if these models can detect the business impact of TikTok? And the answer is yes!
We've seen 30 - 60% higher than average Return On Advertising Spend and Return on Investment in these studies. We've also found that grouping TikTok with other digital channels or social media platforms results in too broad conclusions and doesn't provide the advertiser with the necessary detailed media optimization opportunities. Breaking TikTok out as a standalone variable, and even into sub variables like formats, gives more granular insights. This in turn helps you to make better informed decisions about how to distribute your budget across channels and drive better results.
2. Entertainment: Creative on TikTok drives results
Creative is one of the most important factors for driving impact in a marketing campaign, and it's one of the best ways for clients to unlock ad effectiveness and user attention. We have conducted numerous creative best practices studies over the last few years, compiling a significant amount of research to help brands understand the value of TikTok's unique features, like music, voice-overs, product demonstrations.
Creators can act as a production shortcut, enabling brands to make TikTok-first ads that connect with ready-made audiences. In Denmark, for NYX and Maybelline, we saw TikTok ads with creators were 64% more effective than regular non-creator ads.
Native non-creator content drives strong results too, with increased ad recall of 19%, and native creator content boosting recall by 27%.
3. Outcomes: What to do next?
Go beyond last click to get ahead of the evolving media landscape. Leverage a view through + click through attribution strategy to more accurately capture the value of TikTok in your media strategy. Start today by looking at the view-through attribution comparison in your TikTok Ads Manager using Attribution Analytics.
Connect with our suite of APIs to help you access better quality data to better inform your campaigns and decision making. Our APIs can help you in accessing the latest trends in real-time, to get creative insights and create performance reports. They allow you to interact with TikTok Ads Manager functionality at scale, enabling you to automatically query data, create and manage ads, and perform a wide variety of other tasks amongst other benefits.
Finally, some agencies will soon be able to access our Partner Centre. This will give you better access to MMM data than ever before. Dentsu, Group M, Havas, IPG, OMG, and Publicis will soon be able to connect with our Partner Centre on the advertisers behalf. For other agencies and advertisers, speak to your TikTok representative about manual MMM data pulls to input into your model.
To equip your marketing campaigns with more research and data about TikTok, check out our TikTok Insights tool. You can easily search, share and download insight cards by industry, audience types, event, region and more!