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Entertain
Draw viewers in
1.3x
The TikTok audience watches entertaining ads for 1.3x longer than ads that do not have entertainment value.
Source: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast [Entertaining ads are defined using a composite score with 7 unique inputs (e.g., excitement, shareability, entertainment, rewatchability, likable, etc.)]

292

Made for TikTok
Go native
+ 27%
Ads created for TikTok saw 27% higher completion rate (vs. repurposed ads) for prospective customers.
Source: TikTok Marketing Science [US,UK] Understanding the strength of TikTok ads 2022 conducted by Magna

275

Sound On
Grab attention
+ 15%
TikTok users are 15% more likely to skip an ad without sound.
Source: TikTok Marketing Science EU Music in Ads Research 2021 conducted by Hotspex

145

Timing
Maximize impact
50%
50% of the total impact to recall and awareness occurs in the first 2 and 2.5 seconds respectively.
Source: TikTok Marketing Science “Creative Guide: Driving Brand Equity”, 2021 (TikTok “Value of a View” analysis)

118

Community
Build trust
58%
58% of TikTok users say they're more likely to trust brands after learning about them from TikTok creators vs. when they learn about them from ads in their feed.
Source: TikTok Marketing Science Global Creators Drive Commere Study 2022 conducted by Material

129

Mobile first
Optimize ads
+ 9%
Repurposed ads oriented vertically saw a +9% lift in ad recall (vs. ads oriented horizontally).
Source: TikTok Marketing Science [US,UK] Understanding the strength of TikTok ads 2022 conducted by Magna

90

Trends
Fit in to stand out
+ 14%
Ads that remix a trend have 14% longer watch time (vs. ads that do not follow trend).
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021, conducted by Lumen

93

Lo-Fi Aesthetic
Do-it-yourself
+ 33%
Ads that are lo-fi or unpolished see 33% stronger consideration (vs. ads that are polished).
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021, conducted by Lumen

124

Call-To-Action
Bring it home
+ 45%
Ads using a call-to-action display card see 45% stronger recall.
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021 conducted by Lumen

110

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