A survey conducted by Nielsen pointed out that, when compared to other media, the platform can be 73% more efficient
TikTok has become a fundamental part in the dissemination of advertising campaigns and, according to a survey carried out by Nielsen, commissioned by the platform, parts aimed at the application can be 73% more efficient than the average return of other digital media and 80% more efficient than offline averages.
The report also pointed out that, in one year, campaigns on TikTok had an 80% increase in return on advertising investment and that the explanation for this is that, in 2021, few companies advertised on the platform and these were one-off campaigns. In 2022, the activations were longer and more continuous.
“In this study, it was possible to measure the performance of TikTok as a media platform and understand the relationship that its execution has with the generation of incremental sales in an efficient way,” said Daniel Paez, Marketing Effectiveness Leader at Nielsen for Latin America.
Another point raised by the report was the relationship between the platform and the users’ shopping experience. Around 80% of TikTok users in Brazil stated that they trust and see credibility in the videos they watch on the platform and 85% confirmed that they had already searched for products that were shown in the videos.
“TikTok has demonstrated that it is not only a tool to increase your company’s exposure, but also a performance platform and companies have realized this. In the first three quarters of this year, we saw a 151% growth in the number of advertisers here in America Latin America and there is still enormous potential to be explored by brands, especially when they have a continuous presence on the platform, to have even more performance in their activations”, added Gabriela Comazzetto, Head of Global Solutions for Business at TikTok for Latin America.