Is Content Variety the Secret to Maximum Ad Impact?

How is Content Variety Enhancing Advertising Impact

Around 64% of TikTok users express a preference for brands that offer a diverse range of content. TikTok and market research firm Alter Agents define the content variety for an optimal TikTok content strategy.

Brands are always focused on crafting content that effectively engages and reaches audiences on social media. To drive engagement, they experiment with combinations of brand-led, creator-led, and organic content. How can they choose the right blend of ingredients to engage the target audiences?  

Recently, Alter Agents, a market research consultancy, and TikTok conducted a study. It was designed with in-context exposure and in-context simulated shopping to evaluate the impact on brand outcomes via different content mixes on TikTok. 

How is content variety enhancing advertising impact? 

Powered by EyeSquare’s in-context test approach, the findings revealed that around 64% of TikTok users prefer brands that offer a diverse range of content from multiple creators. They believe that this makes the brand more relatable, authentic, and interesting, further prompting them to buy a creator-recommended product. 

During the study, TikTok tested various content types such as reviews, hacks, tutorials, unboxing, dupes, point-of-view (POV), product closeups, day in my life (DiML), get ready with me (GRWM), behind the scenes (BTS), and restocking. 

According to the findings, non-repetitive ads showed an increase in brand KPIs such as engagement (23%), time watched (25%) and branding (5%). Enlisted below were a few more conclusions drawn from the survey: 

  • The combination of brand-led and creator-led content tends to perform best across most outcomes. Scenarios with a mix of organic, brand-led, and creator content have the greatest probability of full-funnel outcomes.
  • TikTok users prefer brand content to fulfill educational needs, while also looking for the entertainment factor of creator-led content in the mix. For instance, in the BTS category, brand-led content outperformed the creator-led content. 
  • Content should primarily be high-production, but brands should not overlook that low-production content can be successful and is an essential part of the mix. Additionally, content shouldn’t be too long and must be summarised within 31 seconds.

Also Read: Sprout Social Unveils Insights on Influencer Marketing

What is the most effective TikTok content strategy? 

Different objectives require different content blends. An effective TikTok content strategy for brands depends on the vertical and the brand goals. In every case and objective, playing around with the recommended ingredients and being adaptable towards these experiments is the key. TikTok and Alter Agents defined the following content mix, depending on each objective: 

Branding: For companies looking to boost branding metrics, such as brand recall, favorability, and relevance, a variety of content, which works best should include at least one of these elements: brand-led content; content under 31 seconds; and highly produced content. Marketers must make sure that they have at least some brand-led content and amalgamation of content, including: 

  • Unboxing/restocking
  • BTS / product closeups
  • Creator-led content
  • Organic content
  • Audio mix of voiceover and no voiceover
  • Featuring product full-time

Performance:  In order to succeed at performance goals, knowing from where the content comes is less essential than ensuring that users have the right information. It’s more about boosting brand purchase intent, likelihood to recommend, content interaction via click, and product page view. This objective requires to fulfil at least one of the following criteria when it comes to effective content creation: 

  • Video should be between 16-30 seconds
  • Should feature product full-time and highly produced content must include a combination of BTS / closeup, POV / DiML and audio mix of voiceover and no voiceover

Full-Funnel: Sometimes brands look for an equal combination of performance and branding outcomes that includes purchase, content interaction, recall, favorability, relevance, purchase intent, recommendation and more. In this situation, they must try out a combination of content types such as creator-led, unboxing/restocking, BTS / closeup and audio mix of voiceover & no voiceover. However, they should fulfil at least one of these conditions: brand-led; featuring product full time; content under 31 seconds; and highly produced content.