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Magna research: The dos and donts of native and repurposed advertising on TikTok

Its hard to dispute that TikTok happens to be the latest social platform given its massive user base is on the right track to be about 750 million by years end, in accordance with eMarketer (TikTok said its base is similar to 1 billion).

But you can find dos and donts marketers (and the agencies that build and execute their campaigns) must absorb, if they desire to break to the hordes of TikTokers sucked into its algorithmic maw of endless content.

Magna, the study and purchasing arm of IPG Mediabrands, sought to dig a little deeper into what resonates, looking specifically at native advertising on TikTok, and also ads repurposed from broader marketing campaigns on other platforms or media. The analysis, called Understanding the Strengths of TikTok Ads, was distributed to Digiday before its public release today.

Dealing with TikToks research team, Kara Manatt, evp and managing director of intelligence solutions at Magna, said the initial solid rule learned is that any repurposed ad must be changed into a vertical presentation, even though it needs redoing the creative.

There is an enormous difference in the performance of exactly the same ad, based on whether it had been vertical or horizontal, noted Manatt. Vertical ad recall hit 44 percent, whereas horizontal recall was 35 percent. Moreover, the analysis showed, purchase intent for vertical ads reached 8 percent, while horizontal achieved 3 percent. Thats an extremely desirable effect on a metric like purchase intent, she said.

Manatt remarked that oftentimes, marketers will have to factor verticality in to the broader campaign because sometimes converting horizontal ads to vertical made them look weird, as she put it.

Generally, native ads performed better since they flowed more organically with TikToks user-created or creator-created content, added Manatt. Using beauty and entertainment clients she declined to recognize out of client confidentiality, respondents to the survey found native ads felt similar to content, she said. TikTok didn’t react to requests for touch upon the analysis.

Given its interest advertisers, just how much is an excessive amount of, even though it involves native ads on TikTok? In the end, Instagram, Facebook and Twitter have gotten heat from their user bases about being overly cluttered with ads.

Theres been lots of discourse around how social experiences for users are feeling either really saturated or disrupted by ads, acknowledged Sadie Miller, svp of social media marketing strategy and partnerships at Magna sibling Reprise. Among the things TikTok includes a step ahead in, is that the majority of the ads that arrive on the platform dont feel just like ads off the bat. [For example,] the virality of hashtag challenges asking users to take part in a brandname message had never been done before. Essentially, every participant was section of an ad campaign, even though it didnt believe that solution to them.

Miller said TikToks appeal goes beyond just young audiences, and may help to connect to new audiences. Its a significant section of the consideration when launching social campaigns, having graduated from testing the waters this past year.

Plenty of our brands spent 2021 testing it out, said Miller. Now weve established an excellent rhythm with brands on how best to arrive on the platform, that was among the bigger hurdles before, when brands used one creative platform to feed multiple social efforts.

Manatt went even more to indicate that anybody whos really centered on new acquisition should lean in to the native format, specificallyNative gets the unique capability to cast a wider audience net, since it looks and feels as though content. Thats just what we found with video completion that folks who’ve never purchased the brand before that are potential clients, were more prone to watch the video with native versus repurposed.

The studys final learning, as Manatt saw it, was that brands that use TikTok in a native capacity need to prioritize the organic feel of whichever creator they’re working through, and focus less on production quality. Quite simply, authenticity wins. Brands tend to desire to make the creator do that high production thing that doesnt even participate in what their norm is right, she said.

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