1、An Ipsos Point of ViewAuthors:Shelley Yang,Elisabeth Klensch and Rachel RodgersTikTok is different.Heres what advertisers need to do on the fast-moving vertical video platform.HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSTikTok is the shiny new platform for advertisers,spawning a whole cottage industr

2、y of creators and how-tos to feed a narrative that there is a specialism to making effective spots for TikTok.Ipsos researchers set out to investigate that hypothesis by testing a selection of recent TikTok ads,using predictive measures of in-market effects,and comparing what we found with the funda

3、mentals we know about how advertising works.We will take you through a few ways that creatives may be developed differently on TikTok and look at how advertising fundamen-tals still need to be followed on any platform.KEY TAKEAWAYS:Advertising on TikTok means following the same fundamentals of good

4、practice as for any other channel.Branding must remain a key focus Ads must be authentic to the brand Ads need to persuadeBut there are some differences that are important to success in the TikTok world.It helps to look like native content You must hook viewers extremely quickly Try to max out on en

5、tertainment value Music is the soul of TikTok content263%Is Entertainingsignificantlyabove norm57%Is Uniquesignificantlyabove normEntertaining and EngagingHumour can help an ad become more memorable“I thought the ad was hilarious!It caught my attention immediately and went along with the trends of T

6、ikTok!I am interested to try their new product!”Difference#2:Hook viewers extremely quicklyAn ad by Scrub Daddy shocks viewers into watching with its risqu theme.86%of viewers watched at least 3 seconds of the ad and half watched over 20 seconds,producing strong recall.This ad gained the highest bra

7、nd attention level of the ads featured in this analysis.Humor,even potentially polarizing jokes,can be effective on TikTok and many reported enjoying this ad.Difference#1:Look like native contentThe first difference that we found was that ads that appear on TikTok as“native ads”are better received t

8、han traditional ads.It is beneficial to blur lines between ad and content.Ad experiences that are in line with how consumers typically interact with the platform and feel natural to the content they are used to seeingwhile keeping the brand centraltend to do better.An ad for Duolingo delivers unique

9、,surprising,entertaining and humorous content,leading to high engagement and longer viewing times.The ad achieved significantly higher breakthrough than Ipsos norms.The popular influencers featured use a dramatic skit to show how to use the product in a fun creative way.Source:Ads tested with Ipsos

10、Creative Spark Digital solution,N=150/Ad,U.S.,Men&WomenSource:Ads tested with Ipsos Creative Spark Digital solution,N=150/Ad,U.S.,Men&Women3IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSActionable ContentIIII%Completely IIII Ipsos NormTold me something newInformative50416048Catchy tune and recogn

11、izableaudio logo“I thought the song was catchy”“The musics lit.I should go Taco Bell”The use of a wise-cracking“scentaur”to introduce the benefits of Native natural deodorant is enter-taining and informative,delivering this ad a high breakthrough score and above-average likelihood to drive behavior

12、change.Taco Bell rounds out the effort with its memorable audio brand assetthe bell gong.Difference#4:Music is the soul of TikTokUnlike some of its platform competitors,TikTok is a sound-on environment,and Taco Bell makes good use of the power of music in its spot for Mexican pizza.The ad effectivel

13、y engages viewers through catchy music,effects,and humor.It is rewarded with high brand attention.Difference#3:Max out the entertainmentWe have previously advised advertisers that they have two choices on digital platforms:Accept that people will quickly scroll away and tout your brand early or defy

14、 the odds and make advertising that is so entertaining it temporarily stops consumers thumbs.Native is a good example of a brand succeeding at taking the second route.Source:Ads tested with Ipsos Creative Spark Digital solution,N=150/Ad,U.S.,Men&WomenSource:Ads tested with Ipsos Creative Spark Digit

15、al solution,N=150/Ad,U.S.,Men&Women4IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADS133Brand Linkage(Norm 85115)Immediate Brand Cuesthrough sound,logoand boxBrand LinkageIIII Immediate Brand Cue IIII No Immediate Brand Cue986796239Scrub DaddyCrumblCookiesNorwegianCruise LineTaco BellLoui

16、sVuittonNATIVEDuolingoSmile DirectClubNorm85115Average 95Ads on TikTok,however,still need to embrace the fundamentals to be successful.Fundamental#1:Branding must be a key focusBrands dont have to choose between entertainment or branding.An ad for Crumbl Cookies uses strong branding right from the s

17、tart while also entertaining and engaging audiences.Due to the book-end branding cues paired with the continuous sound of“CRUMBL,”viewers clearly link the spot back to the brand.The cookies,regardless of shape,color,or flavor,also seem to be distinct for the brand.In addition,the connection between

18、the brand name and Michael Buffers iconic phrase“Lets get ready to(c)rumble”works hard to keep the brand front and center while being entertaining and humorous.Almost half of people(46%)watched 95%of the ad the highest in this group of TikTok creatives.Good branding early in the spot is key.When we

19、look at the five ads with an immediate brand cue,brand linkage is 94%higher than those without an immediate brand cue.Source:Ads tested with Ipsos Creative Spark Digital solution,N=150/Ad,U.S.,Men&Women5IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSSocial Power IndexIIII Follows a trend IIII Dont

20、 Follow a Trend88Average 142ScrubDaddyCrumblCookiesNorwegianCruise LineTaco BellLouisVuittonNATIVEDuolingoSmile DirectClubNorm85115Fundamental#2:Be authentic to your brandAn ad for Louis Vuitton authentically expresses the brands creativity and aspirational vibe,staying true to

21、 its brand essence.Bella Hadid is perceived to be an authentic brand ambassador and the iconic tote bag is visually prominent throughout.This results in high scores for the ad for“fitting with the way I feel about this brand.”Brands on TikTok need to consider carefully before piggybacking on trends,

22、a practice which might grab attention fleetingly.However,consumers are highly attuned to brands straying from their core values and personality to court popularity.Our analysis showed that social power is just as strong for brands like Louis Vuitton,Crumbl,or Native,which arent follow-ing trends as

23、for other brands which do.Viewers are more likely to talk about an ad online based on positive creative experiences like uniqueness,surprisingness,and likability of the ad.Source:Ads tested with Ipsos Creative Spark Digital solution,N=150/Ad,U.S.,Men&WomenPlease see here for our Ipsos whitepaper on

24、Social Power,We dont need to talk about ads,March 2021.Social Power Index:Metric based on validation to in-market social conversation outcomes for campaigns:volume of mentions measured through Synthesio.6IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSSmile Direct Clubconvinces viewers to act“It se

25、emed informative enoughthat Id actually go checkout the websiteand what all entails the process to join.”“I was surprised it was as easy as theman was saying it was.Didnt know it wouldwork as fast as 46 months.Feeling like looking into it a bit more now.”Fundamental#3:Remember the importance of pers

26、uasionAn ad for Smile Direct Club persuades by combining information with a strong call-to-action.Using TikTok creative trends,it scores above norm for“told me something new,”and leads consumers to consider following through with taking action.Source:Ads tested with Ipsos Creative Spark Digital solu

27、tion,N=150/Ad,U.S.,Men&Women7IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSPersuasive because ad has new news with demos of amenitiesRELATIONSHIP CHANGEINDEX19170130PAR+10.9+9.9PRE/POST vs.PARPERFORMANCEPRE/POST vs.PARCLOSENESSBEHAVIOR CHANGEINDEXPAR+10.4204BRAND:CHOICE EFFECTPRE/POST vs.PAR70130

28、And finally,showcasing a TikTok champion that pairs strong platform execution with solid ad fundamentals.Norwegian Cruise Line brings visually appealing shots of the cruise experience along with a native creator testimonial to make a highly effective ad.The use of camera phone footage fits with orga

29、nic TikTok content and makes the ad believable and relatable,leading to positive perceptions of the brand.It follows the trend of a“day in the life of”and feels like an authentic recap of a passengers positive experience,allowing it to blend into the feed.A third of viewers played at least 95%of thi

30、s ad,and the average view time is 10 out of 20 secondsso this organic approach may help with retaining attention.Norwegians brand is highlighted in multiple see-say syncs that include text overlays.Visually appealing,fast-paced shots of Norwegians amenities are infor-mative and differentiating,makin

31、g the ad persuasive.Source:Ads tested with Ipsos Creative Spark Digital solution,N=150/Ad,U.S.,Men&Women8IPSOS|HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSCopyright 2023 Ipsos.All rights reserved.SummaryOverall,brands have the freedom to break more rules on TikTok,but the communication development pr

32、ocess is still the same.The Creative Excellence Team at Ipsos can provide the tools,insight,and guidance to maximize the effectiveness of your digital creative.AuthorsShelley Yang Director,insights Activation Creative Excellence Elisabeth Klensch Account Manager Creative Excellence Rachel Rodgers Se

33、nior Vice President Creative Excellence About IpsosAt Ipsos we are passionately curious about people,markets,brands,and society.We deliver information and analysis that makes our complex world easier and faster to navigate and inspires our clients to make smarter decisions.With a strong presence in 90 countries,Ipsos employs more than 18,000 people and conducts research programs in more than 100 countries.Founded in France in 1975,Ipsos is controlled and managed by research professionals.