In today’s digital age, social media platforms like TikTok have become essential tools for marketers looking to engage with their audience. However, a recent study conducted by DAIVID, a global creative effectiveness platform, has revealed that a majority of brands are missing the mark when it comes to creating engaging content on TikTok.
According to the study, a staggering 84% of branded TikTok videos fail to generate strong positive emotions, capture attention, or enhance brand recall. This lack of effectiveness is a cause for concern as it can ultimately damage a brand’s reputation and negatively impact future sales potential.
Ian Forrester, the CEO and founder of DAIVID, expressed his concerns about the findings, stating that “the vast majority of content being released on TikTok simply isn’t up to scratch.” He highlighted that 60% of branded TikTok videos are forgettable, under-indexing for positive emotions and over-indexing for negative emotions like confusion and boredom. Additionally, 24% of branded TikTok videos trigger strong, extreme negative emotions such as anxiety, fear, discomfort, disgust, and shame.
To address these issues and avoid negative reactions, marketers must focus on creating TikTok videos that evoke intense positive emotions like hope, admiration, amusement, and trust. By generating content that resonates with viewers on an emotional level, brands can enhance brand recall and engagement on the platform.
Furthermore, SEO professionals should also pay attention to TikTok content optimization, as TikTok videos have been appearing in Google’s search results for some time now. Incorporating relevant keywords, leveraging trending topics, and engaging with the audience can help increase visibility and drive traffic to TikTok videos.
In conclusion, it’s crucial for brands to analyze the effectiveness of their TikTok content beyond reach and engagement metrics provided by the platform. By focusing on creating emotionally engaging content that resonates with viewers, brands can improve brand recall, generate positive reactions, and ultimately drive success on TikTok.
For more insights and resources on TikTok trends, video marketing, and social media strategy, check out the following articles:
– “TikTok Trends 2024: The Most Important Trends To Watch”
– “Video Marketing: An In-Depth Guide For Every Business Owner Today”
– “Social Media Marketing: A Complete Strategy Guide”