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How Good Is Branded TikTok Content?
It took some time, but the majority of future-focused brands and businesses have finally accepted the need for a TikTok presence. Unfortunately, research also suggests that the vast majority of brands now using TikTok are doing it all wrong.
More specifically, a study conducted by DAIVID found that almost 85% of TikTok video content published by brands doesn’t capture attention, evoke positive emotions, or strengthen brand recall.
All adding up to a monumental collective waste of time and money.
An Important Wakeup Call
Perhaps worse still, the study concluded that almost 25% of brand-created TikTok videos are prompting powerful negative reactions, and causing reputational damage.
“This research reveals that the vast majority of content being released on TikTok simply isn’t up to scratch,” commented Ian Forrester, CEO and founder of DAIVID.
“Sixty per cent of the creative is simply forgettable, under-indexing for positive emotions and over-indexing for negative emotions such as confusion and boredom. In one ear and out of the other for the viewer.”
“Yet, even more concerning for brands are the 24% of videos that evoked intense, extreme, negative emotions such as disgust, anxiety and shame. If these emotions are attached to the brand, they’re likely to do the brand damage, negatively impacting future sales potential.
“This should be a wake-up call to brands and underlines the importance of analyzing the effectiveness of your social creative beyond just the basic reach, impressions and engagement rate data provided by the platforms to understand the real impact that it’s having.”
10 Ways to Improve Branded TikTok Content
Across all social networks – TikTok included – there’s no secret formula for overnight success. Even so, there’s a long list of essential good practice guidelines for branded content – each of which could help steer your efforts in the right direction.
The 10 most pivotal of which being as follows:
- Embrace vertical video optimisation: Design content specifically for TikTok's 9:16 aspect ratio, utilizing the full screen for maximum impact and immersion.
- Leverage audio-first storytelling: Craft narratives that work without sound, but shine with it. Use trending sounds strategically to boost discoverability.
- Implement pattern interrupts: Break viewer expectations within the first 3 seconds using quick cuts, text overlays, or unexpected visuals to boost watch time.
- Utilise data-driven hashtag strategies: Research niche, low-competition hashtags relevant to your brand using TikTok's Creative Centre for improved discoverability.
- Collaborate with micro-influencers: Partner with creators who have high engagement rates in your target demographic, even if their follower count is modest.
- Add dynamic text overlays: Use kinetic typography to emphasize key points, making content accessible and engaging even on mute.
- Explore TikTok's native features: Incorporate duets, stitches, and green screen effects to create interactive, layered content that encourages user participation.
- Optimise for the FYP algorithm: Create content that drives high watch-time and loop counts by using cliffhangers or seamless transitions between repetitions.
- Aim for UGC-style aesthetics: Adopt a raw, authentic look reminiscent of user-generated content to increase relatability and trust with your audience.
- Try cross-platform storytelling: Create TikTok-first content that ties into larger marketing narratives, driving traffic to other platforms for deeper engagement.
Just remember that above all else, nothing matters more than engaging authentically and actively with your target audience. It’s the best (if not only) way to figure out what they really want, and to give them more of it.