What is the value of collaborating with creators on ad campaigns? The most essential element of winning on TikTok is to match the platform’s content trends, both as an individual creator and a company. The style of TikTok videos has its own flavor, which is critical to achieving big reach and resonance in the app.
That’s a big issue for marketers: they need to conduct research, and spend time in the app – or, alternatively, they may partner with seasoned creatives and utilize their platform expertise to assist them to spread their message and appeal more effectively.
Collaborating with creators on ad campaigns: Greater recall, longer viewing rates, and more
TikTok is capitalizing on that, as evidenced in the company’s recent study of campaign effectiveness through cooperation with creators.
Taking a closer look at how companies are implementing TikTok strategies to succeed, the platform looked at over 2,800 brand campaigns to get fresh information on how collaboration with creators boosts results.
First and foremost, TikTok found that advertisements produced in collaboration with creators have greater recall and longer viewing rates.
You’ll need to use the information supplied in this post and create a new campaign for your third-party brand. There are several options available, as you can see from these results. The one that performed best in the study was repurposed material (i.e., content not created just for TikTok), whereas TikTok-specific campaigns and campaigns created with known producers had significantly more success.
View rates for sponsored videos created in collaboration with TikTok personalities were also higher, with 6-second views growing by 91% versus non-creator partnerships. It emphasizes the need to connect into in-app trends and viewer habits – if it looks and feels more native to TikTok and is produced by people who are familiar with and embrace that method, it’s more likely to elicit a positive response from TikTok viewers.
TikTok’s consumer reaction data also support this, as it relates to creator partnership advertisements.
The data also reveals that, for most styles, ads created in collaboration with creators have a greater interaction rate.
In terms of content, the most successful marketing campaigns include videos, which are highly shareable. Videos also help to boost brand recognition while displaying the product in use.
“Creator Beauty content is especially effective at promoting brand recognition. Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators.”
Another noteworthy fact – TikTok’s study discovered that beauty advertisements that show the product in use and employ comedic elements “achieve a significant uplift in viewer engagement at the end.”
These are some important highlights for your TikTok campaigns, both in terms of the value of teaming up with creators and using various components in your videos.