Log in
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.)]

333

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

310

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

157

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)

128

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

140

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

94

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

99

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

134

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

119

Vertical Tips
ee
Find the insights that matter to your business
Gaming
E-commerce
Get access to more insights by creating a free account
Log in or sign up

Want to see us in your inbox?

Sign up for our TikTok for Business Newsletter to get the latest and greatest on all things advertising, commerce, and culture.

*By clicking the 'Subscribe' button, you agree to TikTok For Business' Privacy Policy and that you're happy to receive our updates.
subscribe