What happened?

Neuro-analytics company Neuro-Insight has released a research report, undertaken in the US, revealing the benefits of the social media platform TikTok in generating heightened user engagement.

 

What does this mean?

The study was conducted with respondents aged 18-35 years and found that of this demo, TikTok videos are highly relevant and engaging. Engagement is crucial to brand recall, with a high correlation to memory and personal relevance.

 

What are the numbers?

The study found TikTok’s engagement rate to be 15% higher than other leading platforms. Neuro-Insight also found the platform to be 44% stronger on average (than other social platforms) in approach & emotional connection. Both of which are crucial elements in moving consumers down the marketing funnel.

 

Advertising Impact

TikTok can provide advertisers with an environment that is engaging and memorable, which both directly impact in-market sales. Compared to other video based media, like TV, digital video and radio, TikTok outperforms its competitors. The platform’s In-Feed ads achieve 23% higher detail memory than TV ads, with TikTok TopView ads outperforming TV by 40%.

“TikTok’s unique engagement signature gives it an edge to be able to deliver ads and branded content in a way and at a moment when consumers are most open to receiving that messaging – and while all such signatures change over time, it is a golden opportunity for brands to use TikTok to their advantage right now”, Pranav Yadav, Neuro-Insight’s US and Europe CEO.

To learn more about how TikTok can be best utilised to increase audience engagement and ad recall, reach out to your ADMATICian.