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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns

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TikTok Shares New Data on the Value of Collaborating with Creators on Ad Campaigns


The key to winning on TikTok is aligning with the platform’s content trends, both from an individual creator and a brand perspective. TikTok video clips have their own feel, their own style, and understanding this is key to gaining big reach and resonance in the app.

For brands, that means research, and spending time in the app – or alternatively, you can also collaborate with established creators and utilize their platform knowledge to help maximize your messaging and appeal.

Which can be a hugely valuable approach, as shown in TikTok’s latest study into campaign effectiveness through collaboration with creators.

Taking a deeper look into how brands are seeing success with their TikTok efforts, the platform examined over 2,800 brand campaigns to glean new insight into how partnerships with creators help to improve results.

You can read TikTok’s full report here, but in this post, we’ll take a look at some of the key notes.

First off, TikTok found that ads created for TikTok in partnership with creators see higher recall, and longer view rates.

As you can see here, repurposed content – i.e. content not created for TikTok specifically – performed the worst in the study, while TikTok-specific campaigns, and campaigns formulated with established creators, saw much stronger response.

Ads created in partnership with TikTok creators also saw longer view rates, with 6-second views increasing by 91% versus non-creator partnerships. That underlines the importance of linking into in-app trends and viewer behaviors – if it looks and feels more native to TikTok, and comes from the creative core of the app, via creators who know and live that approach, it’s more likely to see stronger response from TikTok viewers.

That’s also reflected in TikTok’s consumer response data, in relation to creator partnership ads.

TikTok creator campaign study

The data also shows that ads made in collaboration with creators see higher engagement rates for most formats.

TikTok creator campaign study

Creator campaigns also drive stronger brand recognition, while showing the product in use also helps to drive engagement. 

“Creator Beauty content is especially effective at promoting brand recognition. Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators.”

TikTok creator campaign study

And another worthy note – TikTok’s research also found that beauty ads which show the product in use and utilize comedic elements “drive a significant uplift in watching the ad to the end”.

These are some key notes for your TikTok campaigns, both in terms of the value of collaborating with creators and utilizing different elements in your clips.

Of course, TikTok also benefits from facilitating creator partnerships, with its Creator Marketplace essentially working to provide another revenue stream for creators, which, ideally, will keep them posting to TikTok, as opposed to shifting to other platforms instead.

That means TikTok has an ulterior motive in promoting the value of such partnerships. But the stats don’t lie, and anyone who’s ever used TikTok will know that creating native-looking, platform-aligned clips will drive better results – as the more ad-like a video is in your feed, the easier it is to quickly skip and continue on your way.

Great creative, aligned with platform trends, drives better response, and partnering with creators is a key avenue towards this.

You can read TikTok’s full ‘Importance of TikTok Creators’ report here.



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TikTok Faces More Legal Challenges Over Data Collection and its Failure to Protect Young Users

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TikTok Seeks to Address Data Security Concerns, as FBI Calls for Full Ban of the App

TikTok is facing yet another legal challenge in the US, with the State of Indiana filing a lawsuit that accuses TikTok and parent company ByteDance of violating the state’s consumer protection laws, and in particular, failing to safeguard young people and privacy.

As reported by BBC:

“Indiana filed two lawsuits on Wednesday. The first one claims the app exposes young users to inappropriate content. In the other complaint, [Indiana] also alleges TikTok does not disclose the Chinese government’s potential to access sensitive consumer information.”

Described in court documents as ‘a wolf in sheep’s clothing’, the suit alleges that TikTok ‘deceives and misleads’ consumers about the risks to their data, while also exposing youngsters to ‘a variety of inappropriate content’.

TikTok’s faced similar challenges around the world, and has even been banned for periods in other nations due to perceived promotion of harmful content. Recent reports about harmful challenges have also heightened concerns on this front. A Bloomberg investigation highlighted at least 10 cases of underage users dying after attempting dangerous trends like ‘The Blackout Challenge’.

And this is an aside from the broader concerns about data privacy, which the app remains under CFIUS investigation for, as US politicians continue to debate whether or not the Chinese-owned app should be allowed to continue to operate within the US.

It still feels like it would take a significant escalation for the app banned outright, but that remains a possibility, and with various high-profile security officials also sounding the alarm, the pressure remains high on TikTok, with the threat of total removal from the US, and likely other markets in-turn, looming at all times.

Last month, FBI Director Chris Wray stated that, in his view, TikTok poses a threat to national security, joining FCC Commissioner Brendan Carr and Republican senator Josh Hawley in voicing their concerns about the app and its data gathering processes. Republican Senators, in particular, have continued to raise queries about the app, as the Biden Administration oversees its long-running review of the platform, which has experienced repeated delays and setbacks, and is now, reportedly, unlikely to be completed by its original end of the year timeframe.

But it could, eventually, recommend the removal of TikTok in the US.

For its part, TikTok says that it remains confident that it will be able to address all US concerns about its data security, via a new deal with Oracle to store US user data in the US. But with the company recently noting that European user data can still be accessed by China-based staff, the concerns remain high, and could easily rise even further, dependent on overall US/China relations.

So how are relations between the two superpowers going?

Just looking at headlines from the past week, there are reports of a potential defense partnership between China and Saudi Arabia, ongoing tensions over Chinese military activations in the South China Sea, and the US increasing its military presence in Australia due to concerns about Chinese escalation.

All of these are issues that could lead to further tension between China and the US. But they might not – and while the two nations are working to establish more beneficial, equitable and peaceful ties, that bodes well for TikTok, as there’s no significant increase in public pressure to take action against the app.

But again, things can change very quickly, and with so many security experts flagging concerns about the app, along with the issues related to underage exposure, there’s clearly a level of underlying concern, that could bubble up at any time.

And when you also consider TikTok’s growing influence – the app now has over a billion users, and is increasingly being used as a search engine and a news source, especially among young audiences – those questions are valid, and should be posed before it’s too late.   

The influence of Russian activists on Facebook was only ever analyzed in retrospect. Those calling for action on TikTok are warning that we need to be proactive on such this time around.

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