TikTok World 2022: Branding 101

TikTok is entertainment that connects, serving immersive, bite-sized and community-driven content to users around the world. 1 in 3 users say they spend less time watching TV, streaming or other videos since they started using TikTok.¹

This engagement extends to brands, too: research shows that on TikTok, businesses and brands are more memorable and more directly linked to in-market sales.

With our branding solutions, we strive to help brands tap this opportunity to grow, drive awareness and reach upper-funnel marketing goals.

Proven benefits of brand-building on TikTok²

Our research, in partnership with Neurons, the world's leading consumer neuroscience company, shows that TikTok is a highly effective platform for building brand awareness and recall.

• Build relevance and brand love: Ads on TikTok are well liked and seen as relevant -- and these perceptions last over time! Research also shows people are 20% more likely to say that TikTok is entertaining compared to other entertainment platforms, not just social media.³

• Be memorable: TikTok ads drive stronger brand memory compared to other platforms over a sustained period of time. Three weeks after exposure, top of mind category awareness, unaided awareness, and aided awareness are all significantly higher than brands advertised on other platforms.⁴

• Drive interest and intent: TikTok is incomparable when it comes to user attentiveness: Neurons research found that TikTok inspires significantly stronger interest and recommendation when compared to ads on other platforms.⁴

Explore some of our branding solutions

• In-Feed Ads: Be part of the TikTok experience with an immersive and entertaining ad format that helps you build brand love. Discoverable and personalized, In-Feed Ads capture attention in a full-screen and sound-on format that everyone knows and loves. They appear seamlessly alongside content curated for each user in the For You feed.

• TopView: Make an impact with the first piece of content seen when users open the app. TopView is targeted and customizable: combine demographic and interest targeting to reach the users most relevant to your brand, and define your audience and choose the number of impressions that suit your campaign goals.

• Top Feed: Be seen first in every session. Built for branding, with customized targeting and greater control, Top Feed allows you to place your video in the first In-Feed Ad slot each time users open the app. Accurately predict your reach and frequency for up to 90 days and book 225 days in advance.

• Branded Mission: Let creators tell your brand story. Branded Mission is an industry-first, three-in-one advertising solution that enables brands to crowdsource content from creators on TikTok, boost top-performing videos as ads, and drive media impressions. When advertisers create a Branded Mission, eligible creators can choose to participate in campaigns that inspire them. Advertisers can select videos that resonate with their brand and amplify these videos as ads. Branded Mission brings brands closer to communities on TikTok by empowering creators to contribute to a campaign and let creators tell the most relatable brand story in an authentic way.

• Spark Ads: Spark Ads is a native ad format allowing advertisers to tap into authenticity by boosting organic content from a business account or a creator. With Spark Ads, brands can receive enhanced ad performance, efficient buying options, and a native + paid content strategy.

• TikTok Pulse: TikTok Pulse is a first to market offering that places a brand on the pulse of CommunityToks. Powered by the Pulse Score, your ads show up in the feed next to the top 4% of content topics. With the highest level of Brand Suitability, your brand only shows up next to joyful and relevant content. TikTok Pulse also offers contextually aligned ad placements. Your In-Feed Ad is placed after a top video from our 11 communities of content.

👉 Read about Branded Mission and Top Feed here.

👉 Explore more advertising solutions here.

1. TikTok Marketing Science Global Time Well Spent Research 2021, conducted by Kantar

2. TikTok Marketing Science Global Ad Attention and Brand Building Study 2021 conducted by Neurons.

3. TikTok Marketing Science Global Entertainment Study 2021 conducted by Material