New TikTok Data Shows the Power of Collaborations

The key to performing well on TikTok is aligning with the platform's ever-changing trends. For brands, that means spending time on the app, researching trends, and collaborating with established creators who understand the platform to help maximize messaging and appeal. TikTok’s new study, The Importance of TikTok Creators, explored creator-brand partnerships and found them to be highly profitable. Here's a recap of some of the main findings:

TikTok examined over 2,800 brand campaigns, looking for new insight into how partnerships with creators have helped drive results. It found that TikTok-specific ads performed significantly stronger than repurposed content (AKA content created for other platforms).  When these platform-specific ads were done in partnership with creators, campaigns saw higher recall and longer view rates. Ads created in partnership with TikTok creators yielded 6-second views increasing by 91% versus non-creator partnerships. This shows that the more native content looks and feels to TikTok, the more likely it is to see a stronger response from TikTok viewers.

TikTok also found that creator campaigns drive stronger brand recognition, while showing product being used helps drive engagement. Across content categories, TikTok learned that platform-specific beauty campaigns done in collaboration with creators yielded the strongest aided and unaided brand recall (72% and 27% respectively). Beauty ads which showed the product being used with comedic elements "drive a significant uplift in watching the ad to the end." Again, content being native to TikTok matters.

TikTok has been leaning heavily into creator partnerships. Last year, the platform established its Creator Marketplace, taking steps to create a revenue stream for creators and keep TikTok creators content in the app. Strong creative, aligned with platform trends, partnered with creators drives the best response on TikTok. Check out some of GP Generate's favorite client TikTok campaigns including #VansCheckerboardDay!