TikTok has released a new report suggesting that TikTok ads are more memorable than those on other platforms and even TV campaigns, while measuring the emotional response also shows that TikTok ads are more likely to trigger a purchase response, based on key triggers.
He conducted the study neuroanalytical firm Neuro-Insight, and consisted of “neuro research” (i.e., brain response measurement) with 57 subjects in the laboratory aged 18 to 35 years.
The results show that TikTok snippets trigger various significant responses to brand content – First, the researchers looked at “emotional valence,” which indicates the likeability of what is seen in the video ad and how it then relates to the action at the moment (e.g., tracing the path for unplanned purchases). This element is indicated in the ‘Access’ vector in the table below.
As you can see, TikTok promotions encourage more response than the usual campaigns on social platforms.
The secondary vector, ‘Engagement’, refers to the personal importance of content, which has the highest correlation with memory.
“It determines whether someone will act on the information in the future (e.g. buy a product in a store).”
The impressive nature of full-screen TikTok clips can be a key driver in this, as the content triggers a stronger mental response, based on brain activity.
The same element is highlighted in the second element of the study, which refers to the engagement rate per minute.
According to TikTok:
“Our algorithm and shorter video formats create continuous engagement cycles, making TikTok the leading platform for information density. This further suggests that the TikTok audience is completely leaning and immersed compared to other platforms.”
Again, this full-screen presentation helps TikTok achieve a deeper response, which is also what encourages its algorithm matching and gives it an advantage on this element over other platforms. For example, on Facebook, you can display 10 different posts, options, and ads on the screen at the same time, which is definitely hard for Facebook to know for sure what you can do. This is not the case on TikTok, as the content displayed is all you can view, meaning that each engagement is specifically linked to that clip, helping his system to better identify your interests and show you more of them.
Which is undoubtedly what gives it an edge in this comparative report, with a mental engagement significantly higher for TikTok clips – which is important for traders.
Of course, you still need to exchange messages properly. Just because TikTok theoretically has an advantage in engagement, that doesn’t mean you can simply repurpose your latest TV campaign into a short clip and expect success. But for those who take the time to learn the platform and understand the best approach, the insights created here show that it can have significant benefits in triggering an audience reaction.
The final element of the study compares the memory of TikTok clips with TV commercials
“Compared to other videos, such as TV, digital video and radio, TikTok has outperformed the competition on multiple levels. For example, TikTok ads in the feed achieve 23% more detail memory than TV ads, while TikTok TopView ads outperformed TV by 40%. “
TV ads, of course, also have that immersive element full screen, but they don’t have TikTok’s personalized targeting, while TikTok users are also particularly focused on an app that is likely to drive an improved response rate.
These are some interesting discoveries that highlight the potential resonance of TikTok campaigns in triggering audience reaction. And while, again, this is related to the effectiveness of your creative approach, the data shows that TikTok can provide significant benefits to those marketers who can understand this correctly.
You can read the entire TikTok study on audience engagement here.