User Survey: 67% Of Respondents Said TikTok Ads Are More Likely To Attract Attention

TikTok commissioned a study from Kantar, which interviewed more than 25,000 participants in 20 countries between September 2020 and January 2021 to analyze TikTok’s advertising effectiveness. The results of the study are as follows:

1. Ads on TikTok keep people interested

Research shows that 72% of respondents found ads of interest on TikTok, which is the highest among all platforms.

TikTok users are in a state of discovery when scrolling through ForYou videos, receptive to interesting new videos from creators and brands.

Sellers should pay attention to making your ads consistent with the entire tone of TikTok so that it looks natural in a crowd of videos, which is more likely to increase the response rate and stimulate users' desire to buy.

2. Advertising on TikTok sets the trend

Seven in 10 respondents believe advertising on TikTok is ahead compared to advertising on other platforms (21%).

With innovative ad formats like the Branded Hashtag Challenge, users and brands on TikTok are able to leverage these technologies to create trends that can spread within the TikTok community and beyond.

3. Enjoyment and positivity are key

TikTok said users discover exciting content from the TikTok community, which has a spillover effect for advertisers.

Eight out of 10 respondents found TikTok interesting, and seven out of 10 participants said the same when asked about advertising on the platform.

Therefore, sellers should not focus on strong and controversial angles when creating TikTok advertising campaigns, but should focus more on more positive and useful aspects related to the audience.

4. TikTok ads are more likely to attract attention

The study also found that TikTok ads are good at grabbing attention, with 67% of respondents agreeing that ads on the platform are more likely to catch their attention than other platforms.

The full-screen, immersive format helps grab attention and hold it, and TikTok also notes that ad placements like TopView, or the first video a user sees when opening the app, may be where users are most receptive. and positioning them in that moment of concentration.

5. TikTok users are more receptive to ads

Research also shows that TikTok users are more receptive to in-app advertising compared to other platforms.

Combining all attributes, it was found that ad acceptance rates on TikTok increased by an average of 10% compared to other platforms tested.

To sum up, TikTok is still in the traffic dividend period, and TikTok advertising is also an opportunity that sellers can take advantage of. However, sellers should also pay attention to advertising techniques.