About TikTok Brand Lift Studies

A TikTok Brand Lift Study is an experiment that runs alongside your sponsored content. This experiment allows you measure the incremental brand impact of your campaign's on TikTok. You can run a Brand Lift Study on a single campaign or all of your TikTok promoted content.

Note: TikTok Brand Lift studies can only be set up by your account manager.

Benefits

A Brand Lift Study can help you determine:

• The baseline awareness of your brand on TikTok

• Whether sponsored content drives purchase intent

• Which creatives resonate most with your target audience

Key concepts

When you run a TikTok Brand Lift Study, TikTok will create two randomized groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. TikTok uses a combination of polling and statistical techniques to measure the difference in key performance indicators, such as awareness and ad recall, between the two groups, which can be attributed to your advertising.

Considerations

Consider the following when you set up a TikTok Brand Lift Study:

• Align your survey questions with your creative and what you're trying to learn about your brand or product.

• Include all active TikTok campaigns in your study.

• Provide your account manager with the Campaign IDs of your recent campaigns to ensure the Control Group has not seen your sponsored content before.