《Disqo:TikTok广告转化效果提升策略报告(英文版)(15页).pdf》由会员分享,可在线阅读,更多相关《Disqo:TikTok广告转化效果提升策略报告(英文版)(15页).pdf(15页珍藏版)》请在三个皮匠报告上搜索。
1、Driving TikTokad effectivenessWhat every brand needs to know tomaximize TikTok brand and outcomes liftWith so many brands substantially investing ad dollars with TikTok,targeting the right content to the right users and measuring ad effectiveness are more important than ever.We used the DISQO CX pla
2、tform to understand how U.S.consumers engage brands on TikTok and how their ads impact buying behaviors.TikToks growth as an ad platformSince our first TikTok report in 2021,its influence as a cultural force and an ad platform has only grown.Given the app has been downloaded more than 3.5 billion ti
3、mes by users in 150 countries,recounting its meteoric rise since its 2016 launch now feels like old news.The launch of TikTok for Business in 2021 marked a massive push to connect the platform with marketers seeking to reach TikToks large,engaged audience,and to experiment with new ways to promote t
4、heir brands messages.The audience is there.In 2021,TikTok announced that it had grown to more than 1 billion active users worldwide,*with 113 million of them being in the U.S.*The competition for mindshare is also there.With so many brands now in the mix,winning the“dance battle”for consumer engagem
5、ent is even harder.*TikTok announces 1 billion monthly users*Countries with the largest TikTok audience as of January 23Brands need to understand the makeup of the TikTok audience to create content that fits with what users love about the platform,and rigorously measure their campaigns impact on per
6、ceptions(brand lift)and consumer behaviors(outcomes lift).We used the DISQO CX platform and our direct,opted-in consumer audience to dig into questions every brand marketing on TikTok needs answered.At the end of this report,we describe how brands can harness DISQOs platform to measure and ultimatel
7、y increase the brand and outcomes lift of their TikTok campaigns.Critical Questions for Brands How does TikTok usage vary across demographic cohorts?What do TikTok users think about efforts to market to them on the platform?What actions do TikTok users take after watching brand videos,and how does t
8、hat map to the consumer marketing funnel?The DISQO CX(customer experience)platform enables clients to understand the entire consumer experience,from how people feel about brands to how they engage with advertising and ultimately how they find and buy the products they love.DISQOs platform is built o
9、n complete,permission-based zero-party consumer data.On March 7,2023,we surveyed 28,139 adult consumers who opted in to answer key research questions about their use of TikTok,including the behaviors it prompted,and their opinions about the advertising they experienced on the platform.About the stud
10、y More than half(52%)of DISQO audience members(N=28,139)reported having seen TikTok videos via the mobile app or on the Web at some point in the past,with 43%reporting that they had used TikTok at least within the past month(N=11,474).The data also demonstrated TikToks engagement power.Nearly half(4
11、8%)of people who said they had used TikTok in the past month also reported using the video sharing-focused social network nearly everyday.Just under one-third(32%)reported using TikTok on a weekly basis,while 2 in 10(20%)reported using the service at least once a month.The self-reported TikTok usage
12、 frequency across demographic cohorts demonstrates the wide appeal of the platform to consumers and helps explain the frenzy of attention it has received from marketers.Who TikToks?TIKTOK AD EFFECTIVENESS|4TikToks large U.S.audience is highly engaged with the platformNumbers may not add to 100%due t
13、o roundingFrequency of TikTok users based on 43%of those who use the app at least monthly0%10%20%30%40%50%At least once a weekNearly everydayNot every week but at least once a month32%20%48%TIKTOK AD EFFECTIVENESS|5TikTok usage frequency is similarly distributed between males and females.While a lar
14、ger percentage of females report using TikTok nearly everyday(51%v.44%),males nearly make up the difference with weekly viewing(30%of females v.35%of males).In looking at reported TikTok usage by age cohort,an expected pattern is on display:younger users tend to use TikTok with greater frequency tha
15、n older users.Surprisingly,though,the differences are not nearly as stark as might be expected.Across all generations,more than half of TikTok users report that they use the platform at least weekly.Ninety percent(90%)of Gen Z TikTok users said they were scrolling through their feed of videos every
16、week.Numbers may not add to 100%due to rounding0%25%50%75%100%TikTok usage by genderFemaleMaleNearly everydayAt least once a weekNot every week but at least once a month51%30%18%44%35%22%Numbers may not add to 100%due to rounding0%25%50%75%100%TikTok usage by ageMillenalGen ZBoomerGen XSilentNearly
17、everydayAt least once a weekNot every week but at least once a month46%64%36%34%26%35%20%10%25%43%27%34%38%23%35%TikTok users skew young,but include all age cohortsWho TikToks?Today,usage frequency is essentially level across income groups.This represents a change from 2021,when higher-income users
18、reported higher frequency of use.That said,hard-to-reach upper income consumers engage with the platform daily just as much as their peers in other income brackets,demonstrating the universal pull of TikTok.Eighty percent(80%)of users with a household income between$100-150,000 use the platform at l
19、east weekly,while 77%of those making more than$150,000 are at least weekly users.Numbers may not add to 100%due to rounding0%25%50%75%100%TikTok usage by income$100-$150K$150K+Under$50K$50-$99KNearly everydayAt least once a weekNot every week but at least once a month45%47%50%35%30%32%20%23%18%47%32
20、%21%Upper-income users engage with TikTok as much as those in lower income bracketsWho TikToks?Why market on TikTok?TIKTOK AD EFFECTIVENESS|7From a consumer brand point of view,the TikTok audience is undeniably attractive,but knowing how to effectively engage this audience with marketing campaigns r
21、equires understanding what attracts people to the platform and creating content that is fit-for-purpose.Given how central viral memes,dancing videos and filters have been to the rise of TikToks popularity,its not surprising that when asked to state the reasons they use TikTok,a very large majority,7
22、6%,say they do so because it is an“entertaining way to pass the time.”Numbers may not add to 100%due to roundingReasons for using TikToKHelps me connect with people like meHelps me keep up with trendsGives me information on things I wouldnt otherwise getGood way to find cool projectsEntertaining way
23、 to pass the time 0%20%40%60%80%25%18%76%30%31%TikTok is trending up as an information source,as well as entertainment TIKTOK AD EFFECTIVENESS|8Given the opportunity to choose multiple reasons they use the social network,nearly 1 in 3(31%)TikTok users say its because the platform is a place to“find
24、cool projects and products”and 1 in 4(25%)say its to“keep up with trends.”Less than 20%of monthly TikTok users said the reason they used the services was to“connect with people like me.”This puts TikTok in sharp differentiation from many other social platforms that emphasize connections with friends
25、 and family.What people seek from TikTok has expanded over the last two years.TikTok remains a place to connect with trends,products,and above all,short blasts of entertaining video.This is a tantalizing combination of attributes that demonstrate why TikTok resonates with brands that want to capture
26、 attention,build top-of-funnel awareness and appear culturally relevant to consumers.However,unlike in our 2021 research results,we see a substantial increase in people who look to TikTok as a source of information.This indicates a potential challenge to the“university of YouTube,“and an emerging op
27、portunity for brands to engage TikTok users with more informative or“how to”content.Why market on TikTok?TIKTOK AD EFFECTIVENESS|9Notably,marketing on TikTok allows brands to go beyond standard video ad units and experiment with emerging native formats and approaches,capabilities summarized by the c
28、ompanys declaration:“Dont make ads.Make TikToks.”Common to many of the highest profile TikTok campaigns are efforts to inspire consumers to create and share content that amplifies a brand message.For example,cosmetics company e.l.f capitalized on the musical nature of TikTok when it launched its cam
29、paign that featured a song and a hashtag,#EyesLipsFace,created by the brand.The campaign generated over 7 billion views and 5 million user-generated videos.But its not just creative ad formats that TikTok is inspiring from brands.TikTok is also making advertising easier on the platform.Clothing bran
30、d Aerie leveraged its Dynamic Showcase Ads to develop a personalized approach to feature thousands of products and at the same time,freed up creative resources.As more brands tap into creativity and technology,consumers are bound to notice more ads.When DISQO first studied TikTok users and their ad
31、perceptions in 2021,its self-serve ad platform was still in its infancy,which showed in consumer perceptions of the ads.Then,over 50%of TikTok users said they found the ads fun and engaging.Today,nearly two years later,consumers arent as enthralled with ads on the platform,with only 29%saying the sa
32、me.The change in attitudes isnt surprising,given the increase in ads.And,as brands continue to navigate to TikTok,and even more ads are seen by users,opinions will likely continue to deteriorate.Its no longer enough for brands to just show up and experiment with fun,unique content.They need proven,r
33、elevant content that drives a measurable impact on consumers perceptions and behaviors.Dont make ads.Make TikToks.TikTok offers wide ranging opportunities for brands across the marketing funnel.They can build top-of-funnel awareness with branded hashtags and celebrity-created content.And creators of
34、 digital apps can also run in-feed videos that demonstrate their products and allow interested consumers to download their products with just a tap,delivering bottom of the funnel results.TIKTOK AD EFFECTIVENESS|10Despite the increase in advertising on TikTok,and the decline in users who called the
35、ads fun and engaging,the majority of users(55%)still have a positive opinion of the ads they see.Nine percent(9%)said they were“trendsetting,”6%reported they were“inspiring,”and 11%said the best answer was that they were“relevant to me.”Of those users who were not in the 55%positively embracing TikT
36、ok advertising,26%said they were“annoying,”11%said they were“boring,”and 8%chose an ambiguous response that the ads were“unlike what I see anywhere else.”The continued receptivity to advertising on TikTok explains the draw for brands seeking to connect with consumers in new ways.This also underscore
37、s the requirements they face in ensuring that consumers on TikTok see their brand as part of“the TikTok experience.”This is one reason TikTok offers a range of programs empowering brands to commission and harness the creativity of TikTok creators to help convey brand messages.Receptivity to TikTok a
38、ds persists,but as more brands join the platform,only proven and relevant content will win out.0%25%50%75%100%Numbers may not add to 100%due to roundingWhich of the following statements best describes your opinion of ads youve seen on TikTokFun and engagingRevelant to meTrendsettingUnlike what I see
39、anywhere elseInspiringBoringAnnoying29%11%11%26%8%6%9%Dont make ads.Make TikToks.TikTok and the path to purchaseTIKTOK AD EFFECTIVENESS|11Overwhelmingly,when asked what they did after watching a video on TikTok,65%of self-reported monthly users said they had shared videos with others or posted them
40、to another social media site.That eagerness to share and share broadly underscores the power of the platform to propel memes and also marketing messages.With trending hashtags like#TikTokMadeMeBuyIt,consumers go beyond simply sharing TikToks.Over one-third(39%)of TikTok users reported that after wat
41、ching a video they“researched a project or product I saw in the video”and 21%said that they actually“purchased a product I saw in the video.”This substantiates the ability of TikTok,not just to raise awareness,but to move people down the marketing funnel to interest,consideration and all the way thr
42、ough to conversion.And the complete trip through the funnel wasnt limited to products,seventeen percent(17%)of TikTok users reported downloading apps that were promoted in videos.WHAT DO PEOPLE DO AFTER THEY WATCH TIKTOKS?Numbers may not add to 100%due to roundingWhich have you doneafter watching a
43、TikTok video0%20%40%60%80%Used a brand hashtag in my own postDownloaded an app I saw in a videoPurchased a product I saw in a videoResearched a project or product I saw in a video17%9%65%21%39%Shared the video with someone I know or posted to another social media siteTikTok users widely report purch
44、asing a product or downloading an app they saw on the platformThe DISQO CX platform uniquely empowers single-source understanding of consumer perceptions and their actual behaviors with our opted-in audience who share experiences from their digital journeys via mobile and desktop meters.For this stu
45、dy,we also measured behavioral data from the DISQO audience to understand how the online shopping habits of TikTok users compared to those who dont use the social media platform.Analyzing the ecommerce habits of more than 500,000 consumers each month from September 2022 to February 2023,we found tha
46、t users of TikTok on the PC and mobile web had a slightly higher median number of shopping cart events than those who did not use TikTok.In addition,TikTok users had a higher median value of their online shopping carts.While the median monthly cart value varied,in each month of the analysis,the valu
47、e TikTok users carts was between+9%and+13%higher than non-TikTok users,with an average median value of+12%over the half-year period.TikTok and the path to purchase TIKTOK AD EFFECTIVENESS|12Behavioral data supports self-reporting of TikTok ads driving purchaseTikTok users are highly engaged with the
48、 platform and report that they enjoy the ad experiences.Demographically,TikTok has managed to create an experience that appeals equally to men and women,and across a broad range of age and income groups.More than simply providing quick bites of entertainment,TikTok also functions as an effective pla
49、tform for driving consumer engagement,building brand awareness,interest and consideration,and in some cases.directly converting those consumers to purchasers.Understanding the nuances of effective marketing on TikTok remains a dynamic and ongoing opportunity for brands,but its attractiveness is unde
50、niable.Flexible accurate and independent campaign measurement will be a key ingredient for marketers to understand howtheir campaigns are creating lifts in sentiment and outcomes across the consumer journey.SUMMARYTIKTOK AD EFFECTIVENESS|13Among TikTok users who said it was a good way to find cool p
51、roducts:61%38%did research after watching a TikTokbought product after watching a TikTokMedian value of TikTok users carts vs.non-TikTok users+12%This report gives brands key insights about the composition,attitudes and behaviors of the TikTok user base.For marketers who need to go further,DISQOs CX
52、 platform includes solutions for optimizing creative and messaging before deploying ads on TikTok,and the only at-scale solution for measuring brand and outcomes lift via a single source.Measure and maximize brand impact on TikTok with DISQOSUMMARYTIKTOK AD EFFECTIVENESS|14DISQO Ad TestingCreative t
53、eams and media strategists can nimbly test creative for TikTok campaigns(as well as other mediums)prior to launch.Tests can be built for any campaign,creative approach,channel,and target audience empowering confident and advanced assessment of receptivity and replacing guesswork with data.Measure an
54、d maximize brand impact on TikTok with DISQODISQO Brand&Outcomes LiftAdvertisers,agencies,and media platforms can assess brand perception and behavioral impacts resulting from cross-channel ad exposure.This single-source approach to understanding campaign impact in brand and performance contexts acr
55、oss all digital platforms gives clients a vital source of truth for campaign effectiveness.With DISQOs solutions,clients can easily see how their TikTok campaigns compare to other channels.How it works we tag cross-channel advertising exposure locations(e.g.,social media,digital,in-game,programmatic
56、,etc.),and cross-reference these locations against metered digital behaviors to generate“exposed”and “matched-control”groups.Attitudinal and behavioral differences between these groups are then used to calculate advertising lift.DISQO AudienceWith 2 million members,DISQO has the largest 100%direct a
57、udience of U.S.consumers fully consented to share zero-party data about their customer experiences with brands.Many have also opted in to share touchpoints from their digital journeys via meters on their mobile and desktop devices.This provides unique insights about gaming-related searches,website v
58、isits,and resulting e-commerce activity.For quick insights,clients can query our audience via our DIY DISQO Experience Suite survey platform.For more sophisticated studies,our always-on Audience API or Managed Services research products scale to client needs.In all approaches,clients can target specific audiences.LETS TALK Want more brand and outcomes lift with TikTok?