MAGNA Media Trials’ study addresses two main questions: How do both native ads (which look and feel like TikTok content) and repurposed ads (created for other platforms and repurposed for TikTok) perform on TikTok today? How can advertisers amplify the effectiveness of repurposed ads on TikTok? The study shows that these two ad types are perceived very differently by consumers and require unique considerations.
When done right, each ad type drives lower funnel metrics for brands and positively impacts long term branding. Repurposed ads have the potential to make or break brand KPIs. Those deemed high in creative quality show significant gains in memorability (+37%), as well as brand perceptions such as “relevant” (+25%) and “creative” (+24%) among others. Native ads proved to be particularly effective at casting a wide audience net, with potential new customers viewing the ads for 27% longer than average. Ultimately, they prove to be uniquely effective for new acquisition, driving intent to search for the brand (+7%).
“Marketers have a choice to either repurpose existing creative for TikTok or create custom, native ads. Our research found that both strategies can be effective, but best practices must be considered for brands to put their best foot forward on the platform,” said Kara Manatt, EVP, Managing Director Intelligence Solutions, at MAGNA Global. “When using native ads, authenticity is table stakes, so brands should thoughtfully choose creators and know that high production quality doesn’t necessarily equal authenticity. In turn, brands should lean in to entertaining storytelling when identifying which ads should be repurposed for TikTok, making sure they alter video orientation to vertical for seamless integration.”