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TikTok Report Shares Advertising
Tips For 2024

07/12/23

By:

Dan O'Connor

TikTok release report outlining 3 trends advertisers on their platform should focus on for 2024.

TikTok have released a report outlining 3 major trends that business’ advertising on their platform should focus on for 2024.

They have titled these trends:

  1. Curiosity Peaked

  2. Storytelling Unhinged

  3. Bridging The Trust Gap

Curiosity Peaked

TikTok says “people come to TikTok looking for far more than a single 'right answer.' Every curiosity and interest leads to relevant perspectives, uncharted discovery, and IRL action thanks to the perfect blend of discovery and an active mindset. In fact, TikTok users are 1.8x more likely to agree that TikTok introduces them to new topics they didn't even know they liked(1).”


Beauty brand Clinique was among the first to tap into TikTok's dynamic search platform, teaming up with creators to endorse its latest product lines. The brand's success in driving consideration through search translated to a 441% increase in conversion rate and a 51% increase in click-through rate.


For brands, this means creating hyper-relevant and useful content that piques the curiosity of the customer.


Storytelling Unhinged

TikTok says “ends of stories are starting first. Multiple story arcs can happen at once. Communities are making up fictional celebrities and narratives. Against the backdrop of what's often felt like an overwhelming reality, TikTok users have embraced a shared community of what's been dubbed #delulu or delusional comfort. 


Rooted in fandom culture, #delulu is a blend of fantasy and manifestation - adopting a fake-it-til-you-make-it persona for audiences to tap into, fantasizing about their hopes, dreams or self-defined delusional realities.”


From co-created content to 'staying true to #delulu', on TikTok, the shift that encourages creativity.


IGG implemented this strategy when launching its new game, Viking Rise, on TikTok. From TopView to Reach & Frequency (R&F), the brand showcased a variety of “let’s play” creatives, getting gamers excited about the new launch. IGG also rolled out a Branded Mission with a unique “spin the wheel” Branded Effect that invited users to experience what it’s like to unlock certain characters in the game - reaching 400M TikTok users in the process.


It's the most intriguing narrative structures that guide viewers past the first few seconds and deeper into the story - ads intended to make users curious keep them watching 1.4x longer(2).


Bridging The Gap

TikTok says “There continues to be a growing trust gap between consumers and brands igniting audiences to seek engagement beyond a one-time sale. They're also looking for brands to lead positive societal change and transparency. Establishing clear brand trust and values are non-negotiables. On TikTok, brands have an open line of communication with their consumers and community.”


Bringing direct lines of communication this to life, Indonesian childcare brand MAKUKU partnered with local TikTok creators in the mother and baby communities to participate in their product launch. 


These creators took two keywords signaled by a previous hashtag challenge by the brand as the campaign messaging starting point - resulting in a 500% increase in sales and 20% of offline store consumers learning about Makuku from TikTok.


For brands, it's key to consider each campaign and organic piece of content as an opportunity to share, listen, and learn, building brand trust and values together to generate deeper loyalty on and off-platform.


After seeing an ad on TikTok, viewers trust the brand 41% more, are 31% more likely to be loyal to the brand, and are 33% more likely to say the brand is a good fit for who they are as a person (vs. before seeing ads on TikTok). This is driving action IRL, as well as on the platform.


Affiliate Flash’s Take:


What can affiliates take away from this trend report?


Firstly, TikTok is a platform that requires content to stimulate instantly for it to be effective, and piquing curiosity is an extremely powerful tool in this regard.


Product-related challenges are a great way to pique curiosity and get users invested or involved in the product.


Sharing educational videos related to your product can also be effective. The reports claim many users see TikTok as a semi-educational tool, where they can go to search for and find information. Teaming up with an influencer and involving your product in a ‘5 steps to having great skin’ or ‘how to get a great night's sleep every night’, for example, can have hugely beneficial results.


Lastly, use TikTok's search functionality to reach people who are actively searching for information about your products or services.

The full report can be downloaded here.


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