TikTok is sharing new data that shows how brands can benefit from adding more organic content to their marketing strategy if they primarily run paid ads.
Ads can be an effective way for brands to fast-track their way to thousands of views on TikTok. Turning those views into conversions, though, may take more than just advertising.
TikTok’s data found that users are unlikely to be attracted by ads alone. They want to see brands post organic content in addition to paid and sponsored content.
In a blog post, TikTok describes this style as “always engaged”:
Always Engaged’s strategy uses both organic and paid, leveraging content creators to help brands reach unique business goals.
This integrated approach allows brands to be dynamic, engaged and active on the platform, resulting in increased brand love, recall and resonance.”
The next section contains seven stats that show what TikTok says can be achieved by posting both 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 a mix of content is a way to show potential customers that your brand is using TikTok outside of running ads.
2. A twofold increase in return on ad spend
TikTok found that organic engagement with paid media results in higher ROAS (return on ad spend) than paid media play alone.
In Branded Hashtag Challenges, TikTok saw a twofold increase in ROAS for brands that also participated on the platform organically.
3. A third of TikTok users are influenced by other content creators
In addition to running your own ads, another way to spread your brand message is to partner with other content creators.
One in three TikTok users say they were inspired to buy something recommended by a creator on the platform.
4. 173% increase in brand awareness
Posting a mix of content has been found to increase brand awareness.
TikTok measured a 173% increase in mindfulness awareness after two exposures to brand content on the platform.
5. 20% increase in brand affinity
Organic content is said to be more desirable after viewing a paid ad, resulting in a 20% increase in brand affinity.
6. 27% increase in brand recall
Organic content can increase brand recall by up to 27% if viewed before a paid ad is seen.
7. 18% increase in brand relevancy:
Brand organic content is more relevant to users after watching paid advertising.
TikTok data shows an 18% increase in users who say a brand’s organic content is relevant after they’re first exposed to an ad.
Posting a mix of organic and paid content can speed up your brand’s results on TikTok.
Users are more receptive to advertising when they see a brand posting both organic and paid content.
Not only are the ads less intrusive when splattered across a mix of organic posts, but they’re more impactful.
Awareness and relevance increase when users are exposed to two or more pieces of content from a brand on TikTok.
Source: Tik Tok
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