TikTok Marketing: A Landscape of Missed Opportunities and Brand Risks
Tank Top Media
We are a media planning and buying agency. We buy and plan all media efficiently to help deliver return on media spend.
A recent analysis by creative effectiveness platform Daivid has revealed a startling truth: the vast majority of branded videos on TikTok are underperforming, with a significant portion even proving detrimental to brand image.
The study, which leveraged Daivid's AI-powered content testing capabilities, paints a concerning picture. A staggering 8 out of 10 brand videos on the platform fail to hit the mark, with viewers experiencing a range of negative emotions, from anxiety and fear to awkwardness, disgust, and even shame, in response to nearly a quarter of these videos.
Daivid's proprietary Creative Effectiveness Score (CES) further underscores the issue. Only 16% of branded TikTok content managed to surpass the average CES of 5.8 out of 10, a metric that gauges the crucial trifecta of attention, emotional resonance, and memorability.
Adding to the marketer's woes, a concerning 60% of brand videos were deemed simply forgettable, failing to evoke positive emotions or generate brand recall, while simultaneously scoring higher than the global average for confusion and boredom.
These findings serve as a stark reminder that simply being present on TikTok is not enough. Brands must invest in crafting content that is not only engaging and memorable but also carefully calibrated to avoid triggering negative emotions that could damage their reputation. In a platform where virality can be both a blessing and a curse, ensuring that content strikes the right chord with audiences is more crucial than ever.