TikTok is great at providing a non-stop stream of highly engaging content, attuned to your personal interests, based on its surprisingly good algorithmic matching process.
But do ads work within that environment? Short video clips make it easy to keep scrolling through, but that also relates to ads, right? When an ad comes up, you can easily swipe on by, so the actual engagement and response rate to TikTok ads might not be very good.
That’s what TikTok sought to determine with a new research report, partnering with neuromarketing research firm MediaScience to run a series of ad tests, with 343 participants, to measure engagement, recall and overall response, in comparison to competing platforms.
It is worth noting that this is a lab-controlled test – though based on the description, it does seem to largely replicate the regular in-app experience.
“Participants scrolled at their desired pace through either a TikTok experience or one of three competitive platform experiences. Each experience included 8 test ads each and participants were allowed to skip through ads and content as they normally would.”
MediaScience then used eye-tracking, heart rate monitoring, and GSR technology to measure how participants responded to each ad, to glean more insight into whether TikTok promotions actually work, and how resonant they can be.
Here’s what they found:
First off, the numbers for brand recall for TikTok ads were strong, even at limited view times.