1、An Ipsos Point of ViewAuthors:Shelley Yang,Elisabeth Klensch and Rachel RodgersTikTok is different.Heres what advertisers need to do on the fast-moving vertical video platform.HOW BRANDS CAN GET IT RIGHT WITH TIKTOK ADSTikTok is the shiny new platform for advertisers,spawning a whole cottage industr

2、y of creators and how-tos to feed a narrative that there is a specialism to making effective spots for TikTok.Ipsos researchers set out to investigate that hypothesis by testing a selection of recent TikTok ads,using predictive measures of in-market effects,and comparing what we found with the funda

3、mentals we know about how advertising works.We will take you through a few ways that creatives may be developed differently on TikTok and look at how advertising fundamen-tals still need to be followed on any platform.KEY TAKEAWAYS:Advertising on TikTok means following the same fundamentals of good

4、practice as for any other channel.Branding must remain a key focus Ads must be authentic to the brand Ads need to persuadeBut there are some differences that are important to success in the TikTok world.It helps to look like native content You must hook viewers extremely quickly Try to max out on en

5、tertainment value Music is the soul of TikTok content263%Is Entertainingsignificantlyabove norm57%Is Uniquesignificantlyabove normEntertaining and EngagingHumour can help an ad become more memorable“I thought the ad was hilarious!It caught my attention immediately and went along with the trends of T

6、ikTok!I am interested to try their new product!”Difference#2:Hook viewers extremely quicklyAn ad by Scrub Daddy shocks viewers into watching with its risqu theme.86%of viewers watched at least 3 seconds of the ad and half watched over 20 seconds,producing strong recall.This ad gained the highest bra