Social networks are the new way for brands to advertise their services in this digital age. With platforms like TikTok, Instagram, Twitter, and Facebook, brands have been able to reach a wider audience than before. Using these platforms has, however, meant that entrepreneurs have had to become more creative with the way they advertise. This creativity involves doing adverts and promotions in a way that appeals to their target audiences’ emotions.
Recently, TikTok released a report that suggests that TikTok ads are more memorable than ads on other social platforms and TV. This report also suggests that TikTok ads drive better engagement and emotional response from users than other media. This means that TikTok ads are more likely to receive purchase responses than other platforms based on important factors.
TikTok Videos are Highly Relevant and Engaging
This report was based on a study conducted by Neuro-Insight, a neuromarketing and neuro analytics company, using neuro research. By measuring the brain response of 57 in-lab respondents aged 18-35 all exposed to 24 minutes of TikTok and 26 ads they made their findings.
The report showed that TikTok stood out from other social networks in approach and engagement, as seen above. The ‘approach’ indicates the likeability of what was seen and how that leads to in-the-moment action (e.g. paving the way for unplanned purchases). TikTok was seen to be 44% stronger than other social media platforms on average in this regard.
‘Engagement’, on the other hand, shows the personal relevance of the content and has the highest correlation to memory. This determines whether someone is going to act on the information, for example, buy a brand’s product, in the future. Based on the study, the TikTok engagements rate was 15% better than other social media platforms on average.
Also, TikTok drives better engagement among users per minute. This means that users are more likely to purchase a brand based on ads seen on TikTok than on other social media platforms. This may be due to its full-screen presentation method.
“TikTok’s unique engagement signature gives it an edge to be able to deliver ads and branded content in a way and at a moment when consumers are most open to receiving that messaging – and while all such signatures change over time, it is a golden opportunity for brands to use TikTok to their advantage right now,” says Pranav Yadav, US & Europe CEO, Neuro-Insight.
Infusing Music and Personality into Your On-Platform Promotions can Increase User Engagement with Your Fashion Brand
TikTok also released another report on how adding music and personality to your brand’s on-platform promotions can make all the difference. The report is based on research by MRC Data and Flamingo providing insight on how users respond to music and culture in TikTok ads.
This report states that when brands feature songs that TikTokers like in their videos, 68% of users say they remember the brand better; 58% say they feel a stronger connection to the brand; 58% of users also say they’re more likely to talk about the brand or share the ad; 62% say they’re curious to learn about the brand.
The report also revealed that 67% of TikTok users would prefer to see videos from brands featuring popular or trending songs on TikTok and 65% of TikTokers prefer content from brands that feature original sounds. This means that music plays an integral role in how much TikTokers will engage with brands on the platform.
On culture, the report revealed that 61% of TikTokers like brands better when they create or participate in a trend on TikTok; 21% of TikTokers feel more connected to brands when they comment on people’s posts; 56% of users and 67% of creators feel closer to brands they see on TikTok – particularly when they publish human, unpolished content; 45% of users feel more connected to brands that teach them something new or give them information about themselves on TikTok; 63% of users like it when brands show TikTok creators in their videos; 66% of users enjoy when brands sponsor creators to show off their products.
How to Maximise User Engagement with Your TikTok Posts
For fashion entrepreneurs, this information is very vital. However, just knowing this is not enough, you still need to learn to use this information right. Here are some tips on how to do that;
1. Find Ways to be Creative with Your TikTok Posts
TikTok is all about creativity. In just a few seconds, you have to learn to be able to pass across your message effectively to your followers. One of the ways to do this is by jumping on trends and displaying your fashion products as you do so. Remember, the more entertaining your posts are, the more likely it is to be shared and draw in purchases.
However, as you infuse creativity into your ads, don’t forget your brand story. Every one of your posts should pass across your brand story to your target audience because that is the only way to connect with them emotionally.
2. Remember to Infuse Music TikTokers Love In Your Ads
Based on these reports, TikTokers love music. So, as you create your brand ads, look out for music TikTok users like and use it as the background music for them. This will make your audience feel a stronger connection with you and be more likely to purchase your products.
Asides from music that TikTokers like, you can also try out original music for your posts. This will display your brand’s creativity and catch some much-needed attention for your brand.
3. Humanise Your Ads
People buy from people, remember this. As you put effort into building your fashion brand through TikTok, remember to humanise it. Let people see the person behind the brand and know who you are.
In doing this, participate in trends that align with your brand story and comment on other people’s posts. Also, not every one of your videos has to be polished and perfect, sometimes show them you are human too and not always perfect, even with your content. Every once in a while, you can also share information about the person behind the brand with your audience. This catches them.
4. Teach Your Audience Something New
Everyone loves to learn something new and this goes for TikTokers as well. When it comes to fashion, many people would love a helping hand, and you can be that helping hand.
Post videos that teach your audience something new on TikTok. It could be videos of how to style your products or how to match various fashion items together flawlessly. You can also post useful and easy fashion hacks videos on there.
Social media is great and fashion brands can gain a whole lot from them. As you test out the points outlined above, remember to gauge use engagement with your posts to see what works best for your fashion brand.