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1、5 Keys to Successful TikTok Creator AdsData-Backed Guidelines to Get the Most Out of CreatorsMarketing PartnerCreators Make Great TikTok AdsWhy?Because people trust them.For todays consumer,a review or recommendation from a creator holds a lot more water than a branded advertisement or the paid endo

2、rsement of a celebrity spokesperson.57%56%of people who watched a Spark Ad featuring a creator say the creator is trustworthy1of people who watched a Spark Ad featuring a creator say they can trust the brand1of the TikTok community says creator authenticity led them to buy a product271%1 TikTok Mark

3、eting Science Global Creators Drive Commerce Study 2022 conducted by Material2 TikTok Marketing Science Global Creators Like Me Study 2021 conducted by HotspexThat creates a linear progression from creator trust to brand trust to conversion.|2Of course,not all creator ads are created equal CreatorIQ

4、 partnered with TikTok to uncover what separates the platforms top performing creator ads from the rest.In this report,well walk you through these data-backed findings and guidelines for delivering top-performing ad campaigns.A word of caution up front:Give creators creative flexibility.Ultimately,t

5、hey know best how to reach and engage their audience.But by providing them a framework in which to flex their creative muscle,youll get the most out of your ads.|3Grab Attention From the StartThe average human attention span has dropped to just eight secondsone second less than that of a goldfish.Bu

6、t youre lucky to even get that much time on social or entertainment platforms.Guideline 1|4Grabbing attention with an effective hook is critical not only to delaying that next swipe,but for landing ad impact.TikTok found that 90%of ad recall impact and 80%of awareness impact is captured within the f

7、irst six seconds of an ad.3 One way to hook the viewer?Show a person or creator.Doing so in the first two seconds of an ad increases hooking power by 50%and improves ad recognition by 32%.4 And be careful about being too promotional:branding in the first few seconds can increase recall,but needs to

8、integrate with the narrative in a meaningful way.Opening a package with your branding inside works;splashing your logo across the opening frame doesnt.Hooking PowerTikTok determines an ad to have a successful hook based on the top third of ads that were watched for the first 6 seconds.3 TikTok Marke

9、ting Science,Value of a View Internal Meta-Analysis,20214 TikTok Marketing Science Global How to Hook Study US,UK,GCC 2023,conducted by Metrixlab90%80%50%Guideline 1|5“Im blind and Im surprising my husband with a home-cooked meal.”Brand StorySo begins a particularly effectiveand,frankly,charmingvide

10、o published by creator couple Matthew and Paul (matthewandpaul)and boosted by Walmart as a Spark Ad.Pauls opening line hooks the viewer from the outset,pulling them through to learn how he prepared the meal.The answer,of course,is a Walmart+membership that allowed Paul to have the ingredients quickl

11、y delivered to his door for free(and comes with a free Paramount+subscription;“Dinner and a movie,”quips his delighted husband to close the video).Combined with other best practices like voiceover and text overlay,Pauls hook put the videos viewer retention into the top 1%of all TikTok ads.9:41Follow

12、ing|For You|6The ad drove more than$168.3K in Earned Media Value,CreatorIQs proprietary metric for quantifying the value of social media content.Altogether,Walmart totaled$166.2M EMV from TikTok during the first nine months of 2023,a 62%YoY jump.The ad drove more than$168.3K of EMVJan$166.2MEMV gene

13、rated from TikTokin the 1st nine monthsYoY GrowthBrand StorySept$168.3kEMV generated from Pauls TikTok Ad62%|7How We Calculate Earned Media Value(EMV)To calculate EMV for a brand or campaign,we assign a unique value to a piece of content based on the engagement that this content received from follow

14、ers and consumers.This value is then attributed to the specific brands mentioned within that content.EMV can be used to evaluate the earned performance of individual marketing campaigns,and benchmark brands within their competitive landscape.$|8Foster a Personal ConnectionThe power of creators lie i

15、n their authenticity and relatability:more than three quarters of the TikTok community says the platforms creators feel approachable and they can connect with them.5Your brand can harness that connection in ads by encouraging creators to engage and interact with the audience.What does that look like

16、?Here are three keys to fostering that personal connection.Guideline 25 Source:TikTok Marketing Science MENAT,Power of TikTok Creators 2022,conducted by IPSOS|9Have the creator directly address the audience from the jump.+112%Ads in which a creator greets their audience have a+112%uplift in brand re

17、call61.5xAds with speech talking directly to the audience are 1.5x more likely to hook than without7Ads in which creators say“you”within the first five seconds have a+128%uplift in purchase intent6+128%.you6 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by Lumen

18、7 TikTok Marketing Science Global How to Hook Study US,UK,GCC 2023,conducted by MetrixlabGuideline 2|10Show the creators face+148%Creator ads that show a persons face drive a+148%uplift in brand recall for entertainment ads.6+128%.youAmong a sample of Food&Beverage ads,creator ads that included a vo

19、iceover drove a+63%uplift in purchase intent.If the creator is testing a product or exploring a shopping experience,have them narrate the process to engage the viewer.6Include a creator voiceover+63%6 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by LumenGuidelin

20、e 2|112023 has been a big year for Peloton on TikTokBrand StoryThe$5.2M EMV Peloton racked up on the platform between January and September was a 90%YoY jump.Partnering with creators that really know how to form connections and trust with their audience has been a major factor in that growth.A Septe

21、mber Spark Ad featuring fitness creator Ajahzi Gardner(ajahzi)hits every one of the guidelines mentioned above.9:41Following|For You|12Ajahzi opens by directly addressing the audience:“Hi,besties.Its time for another episode of cycle with your girl.”As she climbs onto her bike,a voiceover explains w

22、hy she bought a Peloton and how her 45-minute club bangers workout had her sweating hard enough to lose some fake eyelashes.The ad is lent even more authenticity by the fact that it was the 16th time in 2023 that Ajahzi posted a Peloton spin video.Viewers clicking through to her profile can immediat

23、ely see that shes a true believer in the product.“Hi,besties.Its time for another episode of cycle with your girl.”Jan$5.2MEMV generated from TikTokJan Sept 2023YoY GrowthBrand StorySept90%|13Show Your Product in ActionIts no surprise that consumers are more likely to trust the referral of a person

24、over that of a brandthats why brands turn to spokespeople.But TikTok creators garner more trust than your typical celebrity endorsement:six out 10 people say TikTok creators are more influential than celebrities.8Consumers trust TikTok creators,which is why ads that show a creator using your product

25、 are so effective.Unboxing videoswhere a creator opens and tests a productare particularly effective,but any video that shows a product in action boosts ad performance.Guideline 38 TikTok Marketing Science US,TikTok Made Me“Blank”It Research 2022,conducted by MarketCast|14Guideline 3+31%Creator unbo

26、xing videos garner a+31%uplift in attention6Ads in which creators show off products throughout the video have an+89%uplift in brand recall and+47%uplift in purchase intent689%47%Content that shows products in use sees:+25%+23%+65%+18%+25%uplift in recall,+23%in ad likeability,+65%in brand affinity,a

27、nd+18%in consideration96 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by Lumen 9 TikTok Marketing Science,US SMB Creative Effectiveness Study 2022,conducted by Lumen|15Product use videos are particularly effective for beauty products.Brand StoryHaircare powerhou

28、se Redken,used them to drive more than$19.4M in TikTok EMV through the first nine months of 2023good for second in the haircare category.In one particularly strong example,creator Kylie Vazzana(kylievazzana)showed her 162K followers how she uses a pair of Redken products to“fix her damaged beach hai

29、r in five minutes.”A quick before-and-after picture lets the audience know exactly what theyre getting into,and a voiceover and quick cuts gets them from start to finish in an engaging way.9:41Following|For You|16After boosting the post as a Spark Ad,Redken saw the ad rank among the top 2%and 6%in T

30、ikTok ads in retention and conversions,respectively.It was part of a strong ad strategy that reached beyond TikTok:posts tagged with#RedkenPartner garnered over$14.1M EMV across all platforms from January to September 2023.Posts tagged with#RedkenPartner garnered over$14.1M EMVJan$14.1MEMV generated

31、 from tagged posts#RedkenPartner Jan-Sept 2023Brand StorySeptTop 2%and 6%TikTok ads in retention and conversions|17Use High-Impact Creative ElementsTikTok ads perform best when created with the platform in mind.These three creative elements are essential to effective creator ads.Guideline 4|186 TikT

32、ok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by Lumen10 TikTok Marketing Science US Cross-Platform Sound Research 2021 conducted by KantarGuideline 4Looking for the right sound?TikToks Commercial Music Library serves up more than 500,000 sounds and songs pre-cleared

33、 for commercial useno need to fuss with obtaining licenses on your own.Track nameARTIST NAMETrack nameARTIST NAMETrack nameARTIST NAMEMusicSoundBrands accustomed to advertising in sound-off environments need to shift their approach with TikTok.Nine out of 10 people say sound is vital to the TikTok e

34、xperience.10Creator ads that feature music drive a+61%uplift in brand recall and+177%uplift in purchase intent.6Some brands lean in by creating original music to accompany their videosand these can be highly effective.But that doesnt mean your brand needs to write the next chart topper:clips from po

35、pular songs and even lines of dialogue from a hit TV series can boost ad performance.+177%Uplift in purchase intent6|196 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by Lumen 7 TikTok Marketing Science Global How to Hook Study US,UK,GCC 2023,conducted by Metrixl

36、ab 11 TikTok Marketing Science US SMB Creative Effectiveness Study 2021,conducted by LumenGuideline 4Text OverlaySound is most effective when its supported by visual guidance such as text overlay.Ads that feature text overlay are 1.4x more likely to hook someone than ads that dont.7 And the presence

37、 of captions leads to a+31%increase in likeability and+95%in brand affinity.11+31%uplift in likabilityI was just minding my own business when I.+95%uplift in brand affinityAds that feature text overlay are 1.4x more likely to hook someone than ads that dont.1.4xPacingTikTok is a place of energyuptem

38、po music,movement,color,and quick cutsand the best ads match the pace.Beauty ads that are high energy,for example,see a+162%uplift in recall compared to other ads.6+162%Beauty ads that are high energy,for example see:+60%But the editing shouldnt be frenetic.Ads that feature seamless transitions from

39、 one shot to another have a+60%uplift in recall.6|20We all have that friend who cant take a sip or a bite until theyve captured the perfect post.Brand StoryIn June 2023,comedian Jonathan Bynoe dropped a laughably relatable TikTok sketch in which an annoyed friend snaps on his post-obsessed buddy for

40、 keeping him from his Vitaminwater.As usual,Jonathan hilariously plays both characters.Sound is obviously critical herecaptions just wouldnt convey the humor in Jonathans voice.But pacing is an underrated key to the ads success.The perfectly timed cuts between the two characters almost make you forg

41、et theyre being played by the same person.9:41Following|For You|21The ad was an ingenious fit for Vitaminwaters#NourishEveryYou campaign,which sells the drink as the ideal way to nourish and support the varied roles we each take on in our lives.In just two months,the campaign drove over$1.6M EMV acr

42、oss all platforms.Jonathans two TikTok posts accounted for$391.5K of that total.In just two months,the campaign drove over$1.6M EMV across all platforms.Month 1$1.6MEMV generated in 2 months across all platformsBrand StoryMonth 2$391.5k EMV generated from Jonathans posts|22Close With a Clear Call to

43、 ActionBest Practice 5The creator has hooked the viewer and showcased your product but the work isnt done.An effective call to action is often the difference between an engaged fan and a paying customer.Both Spark and In-Feed Ads allow brands to add on-screen CTA copy above the CTA button.Use this l

44、imited space effectively and youll coax viewers into taking the next step.+205%Creator ads featuring strong written CTAs lead to a+205%uplift in purchase intent66 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by Lumen|23+69%Creator ads using the display card CTA

45、button see a+69%uplift in brand recall66 TikTok Marketing Science US,Creator Ads:Elements of Attention Study 2022,conducted by LumenBest Practice 5And dont sleep on Display Cards,an interactive add-on that swaps out on-screen CTA copy for a customized image of your choosing.Doubling as a CTA button,

46、this card is a great way to highlight important messages,promote offers,and drive more traffic to your website.SponsoredDiscover Whats NextWhat does the future of creator marketing look like?Read our 2024 Influencer Marketing Trends Report to find out.|24Grow With TikTok CreatorsNailing these guidel

47、ines is the first step in building an effective creator marketing program on TikTok.The next step is scaling your program.Brands can no longer rely on partnering with a dozen or so mega influencers.Theres a direct relationship between the number of creators and EMVthe top programs include thousands

48、of creators.Just take a look at the brands included in this report.More creators=higher EMV.Previous 12 months(Oct.2022Sep.2023)$50M$100M$150M$200M8k6k4k2k0TikTok EMVTikTok Creators|25Scale With CreatorIQOf course,scaling a creator program is easier said than done.How do you discover hundreds or tho

49、usands of creators?Recruit them?Manage them?Pay them?Measure their impact?Thats where CreatorIQ comes in.CreatorIQ,the industrys most trusted software to unify and power advanced influencer marketing,has everything you need to serve up scalable ROI.As a badged TikTok Marketing Partner,CreatorIQ prov

50、ides direct access to the exclusive first-party insights housed in the TikTok Creator Marketplace.Learn More at Ready to take your TikTok program to the next level?COPYRIGHT CreatorIQ 2023Want to uncover your own findings?Dig through the data yourself with TikTok Insights.Sort by age,location,and industry to get to know your audience.|26