Vidmob study identified the creative elements that harm the conversion rates of ads on the platform
TikTok has more than 82 million active users in Brazil, which makes the platform a great place for brands to promote their products and/or services, but with a specific algorithm, advertisements do not always give the expected results. for companies.
With this in mind, Vidmob carried out a study, powered by its data analysis tool, which identified which creative elements harm the conversion rate of advertisements.
The report evaluated more than 1 million advertisements and 995 billion impressions and came up with three tips for brands that want to invest in the social network to promote their campaigns.
The first of them points out that companies should focus on the product or service they are promoting through content. The analysis identified an average drop of 66.5% in the conversion of advertisements that use general and panoramic images instead of focusing on the main subject of the advertisement.
Another point raised by the tool is that TikTok is a means of visual communication and that, therefore, there is a 12% decrease in the conversion rate when there is text in the video. According to the report, showing the value of a product or service using people in videos causes an emotional reaction that leads viewers to believe that they want or need what is being shown/presented, increasing the likelihood of conversion.
Finally, the research also showed a 61% decrease in the conversion rate when there is a shift in focus in advertising pieces and, for Vidmob, it is best for companies to guide the character in the script to show exactly what action to take. taken and this can be done through direct indication, such as speaking, looking or pointing at the call-to-action.
Brands increasingly need to rely on AI solutions to generate this type of meaningful creative insight. Creative data is the best way. Only in this way will they be able to maximize the ROI of their campaigns, whether on TikTok or any other network, said Camilo Barros, VP Latam Client Partnerships at Vidmob.
