New data shared by TikTok shows how brands would benefit from adding more organic content to their marketing strategies if they primarily posted paid ads.
Ads can be an effective way for brands to quickly get thousands of views on TikTok. Although it may take more than just advertising to turn those points into conversions.
TikTok’s data found that advertising alone is unlikely to win over users. They want to see brands publish organic content in addition to paid and sponsored content.
In a blog post, TikTok called it an “always engaged” approach:
“The always-engaged strategy leverages both organic and paid while leveraging creators to help brands achieve unique business goals.
This integrated approach keeps brands alive, engaged and active on the platform, thereby increasing brand love, memories and resonance. “
The next section contains seven statistics that illustrate what TikTok says can be achieved by publishing organic and paid content.
Why post a mix of organic and paid content on TikTok?
1. 79% of users prefer brands that “get” TikTok
TikTok found that 79% of users prefer brands that show they understand how to create for the platform.
Posting mixed content is a way to show potential customers that your brand is using TikTok in addition to advertising.
2. ROAS increased by 2 times
TikTok has found that organic engagement in paid media can increase ROAS (return on ad spend) compared to running paid media alone.
In the Branded Hashtag Challenges, TikTok observed a 2x increase in ROAS for brands that also participated organically on the platform.
3. One-third of TikTok users are influenced by other creators
Besides running your own ads, another way to spread your brand message is to collaborate with other creators.
A third of TikTok users said they were inspired to buy something recommended by creators on the platform.
4. 173% increase in brand awareness
Posting mixed content can increase brand awareness.
TikTok measured a 173% increase in primary awareness after two exposures of branded content on the platform.
5. 20% increase in brand affinity
Organic content is said to be more popular after viewing paid ads, resulting in a 20% increase in brand affinity.
6. 27% increase in brand recall
Viewing organic content before seeing paid ads can increase brand recall by up to 27%.
7. 18% increase in brand relevance:
A brand’s organic content is more relevant to users after viewing a paid ad.
TikTok data shows an 18% increase in users who say a brand’s organic content is relevant after seeing the ad for the first time.
anyhow
Posting a combination of organic and paid content has the potential to accelerate your brand’s results on TikTok.
Users are more receptive to advertising when they see a brand publishing both organic and paid content.
When ads are spread across various organic posts, not only are they less intrusive, they are more impactful.
Awareness and relevance increase when users are exposed to two or more pieces of content from a brand on TikTok.
resource: Tik Tok
Featured Image: PixieMe/Shutterstock
