TikTok's new guide, "Return on Creative," explores how brands can enhance their reach and resonance through creative content on the platform. The report underscores the crucial role of creativity in breaking through the cluttered media landscape to achieve business goals.
The Value of Creative
The whitepaper, created in collaboration with Ipsos, highlights the growing importance of creativity in marketing due to shifts in consumer media behavior. Modern audiences seek authentic, engaging content that resonates personally. Prioritizing creativity helps brands build trust and inspire actions such as purchasing products, downloading apps, or engaging further with the brand.
Strategies for Unlocking Creative Value
To succeed, brands must embrace creative freedom and experimentation:
- Creating Empathetic Content: Empathy in marketing aligns with viewers' needs and values, building lasting connections and driving action.
- Embracing Resonance: Relatable and credible storytelling, backed by data insights, helps brands connect genuinely with their audience.
- Diversifying Content: Offering a mix of entertaining, educational, and perspective-rich content captures and retains audience attention while expanding reach.
Unlocking Your Return on Creative on TikTok
TikTok's community of over 1 billion users provides unique opportunities for authentic brand connections:
- Blend Paid and Organic Content: A seamless mix of paid and organic content enhances the impact of ads. 48% of users find ads less intrusive after seeing an organic post from the brand.
- Remix Existing Assets: Remixing content is cost-effective and ensures a steady brand presence.
- Prioritize TikTok-First Creative: Content designed specifically for TikTok performs better. Brands should collaborate with creators, follow platform trends, and adapt storytelling to TikTok's format. 79% of users prefer brands that create platform-specific content.
Embracing Creativity for Bigger Returns
Understanding and connecting with the audience on an emotional level is key to standing out. Empathy and resonance are actionable strategies that enhance marketing efforts. By focusing on creative, empathetic, and resonant content, brands can achieve significant returns on their creative investments, building trust and inspiring action.
For a deeper dive into these strategies, the full report is available for download here.
