Study: 8 in 10 Brand Videos Underperform on TikTok

A new mini-study by the London-based agency DAIVID reveals that 80% of TikTok marketing campaigns aren’t getting the attention they hoped for.

As TikTok rises to become the fifth most popular social media platform worldwide, boasting over a billion active users, it's seen as a vital space for targeted marketing. Despite discussions about a potential US ban and a surprising endorsement shift from Presidential candidate Donald Trump, TikTok remains a key player for marketers. However, DAIVID's recent study suggests this excitement might be misplaced, showing that many brand videos are not engaging users effectively.

So, should businesses rethink their social media marketing strategies? Let’s dive into the details.

TikTok Marketing Insights

DAIVID’s report reveals some eye-opening results. A whopping 84% of branded content is falling short, showing low levels of brand recall and emotional engagement. Nearly a quarter of the videos even risk damaging the brand’s image.

Additionally, 60% of TikTok’s branded videos were described as “forgettable,” with high levels of confusion and boredom.

Only 16% of brand videos on the platform scored above average in Creative Effectiveness Scores (CES), a metric created by DAIVID to measure success based on emotions, memory, and attention.

The study found that positive emotions in TikTok content were 9% less than the global average, and attention levels were 2.5% lower.

“This research shows that most content on TikTok isn’t hitting the mark,” said Ian Forrester, CEO and founder of DAIVID. “Brands need to take a closer look at their social media strategies and assess the real impact of their content beyond just reach, impressions, and engagement.”

TikTok’s Efforts to Improve Marketing

To address these challenges, TikTok launched a Creative Center this year to guide businesses in creating engaging content. This center provides examples of top-performing ads, popular hashtags, trending songs, and effective video templates and editing guides.

By utilizing these resources, companies can enhance their content’s effectiveness.

Strategies to Boost Marketing on TikTok

To turn things around, brands should consider the following:

1. Study Successful Ads: Analyze top-performing ads for inspiration and insights into what works. Learning from successful, emotionally engaging ads can help shape better content.

2. Optimize Content with SEO: Ensure your content is optimized for search and adheres to best practices. While hiring SEO professionals is common, investing time in learning SEO basics can also yield benefits.

3. Engage with Your Audience: Create content that resonates with TikTok’s primary users—Gen Z and Millennials. Authentic, current, and non-pushy content tends to perform better with this audience.

Ultimately, while TikTok offers significant opportunities for brand marketing, it's not a universal solution. Brands that align with the platform’s main demographic can find success, but others might want to explore alternative channels.