Neurological research by the company Neuro-Insight for TikTok has found that the platform provides a unique opportunity for advertisers in both approach and engagement.
The study – based in the US – involved 57 in-lab respondents between the ages of 18 and 35 who were exposed to 26 ads.
As defined by the research, approach refers to “the content’s emotional valence. It correlates with the likeability of what was seen and with the in-the-moment action (e.g. paving the way for unplanned purchases).”
TikTok score 44 per cent stronger in this category than social media on average.
Engagement refers to the “personal relevance of the content and has the highest correlation to memory. This determines whether someone is going to act on the information in the future (e.g. buy a product in store). TikTok’s engagement rate in this study was 15% stronger than other leading platforms.”
Pranav Yadav, Neuro-Insight’s US and Europe CEO, said: “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.”
Most key to the findings, though, was that TikTok ads had higher break through than TV and digital video.
In-feed TikTok ads saw 23 per cent higher detail memory than TV ads, and TopView ads outperformed TV by 40 per cent.
According to TikTok, the reason for this success is because both the algorith, and short videos, create “continuous cycles of engagment” which subsequently makes them “the leading platform for information density.”
It also cites the unique advantages of the format, arguing that short form, sound on videos encourage audience to lean in, whereas other formats let audiences tune out.
Jorge Ruiz, head of marketing science at TikTok said, “understanding Engagement and how it can drive advertiser breakthrough is a research topic that has seen a lot of foundational validation in the industry. As we begin our own ads research learning journey at TikTok, we are happy to share one of our first findings around “information density” that is starting to help us see what makes a TikTok tick.”