TikTok has shared new data on the value of collaborating with creators on ad campaigns. TikTok has conducted several research studies that explore and quantify creators importance on the platform. This new data has been published to help brands understand how to maximise their marketing efforts by producing creative specifically on TikTok, using native formats, and collaborating with independent TikTok creators to develop and promote branded content. 

4 takeaways: The impact of creative & creators on TikTok

1. TikTok-specific branded content in collaboration with creators drives real results. Brand recall, video view rates (being watched for longer) and engagement are all positively impacted by TikTok-specific branded content in partnership with creators.
2. Partnering with creators boosts view rates for In-Feed Ads. Partnership with creators in ads boosts view rates and helps brands get noticed. When working with creators, prioritize ads that show product use, especially in the Beauty category.
3. For beauty brands, prioritize comedy and videos showing product use. Prioritize comedy and videos showing product use as both are effective in grabbing attention, and ads showing product use drive a positive emotional response from consumers.
4. And remember, just creating TikTok-specific ads or partnering with creators isn’t necessarily enough to ensure lift in all metrics. Metrics like brand awareness and click-through rate also depend on other factors which influence their performance, such as call-to-action, messaging, etc.

TikTok-specific branded content in collaboration with creators is also more engaging, resulting in higher view rates

1. Better at capturing attention: Ads created for TikTok without creator partnership achieved 12% higher 2-second view rates and ads created for TikTok with creator partnership achieved 65% higher 2-second view rates.
2. Viewers watch longer: Ads created for TikTok without creator partnership achieved 8% higher 6-second view rates and ads created for TikTok with creator partnership achieved 91% higher 6-second view rates.
3. Better at connecting with users: Ads created for TikTok without creator partnership achieved 12% higher engagement rates and ads created for TikTok with creator partnership achieved 83% higher engagement rates.

Read the full analysis here.