TikTok User Attention Report: How to Optimize TikTok Content?
TikTok is grabbing the attention of users around the world. According to data.ai data, TikTok has nearly 1.6 billion global monthly active users in the first quarter of 2022, making it one of the most active apps in the world.
Recently, in order to help brands better understand the performance of users’ attention to brand content and brand advertising content on the platform, TikTok Business Podcast released a new survey data. It describes how users behave differently on the TikTok platform compared to traditional channels and other social media. We share it, hoping to help overseas brands to summarize how to optimize their TikTok content based on these performances.
(Reply to the keyword [TT Attention] in the background of the official account to download the full text of the report)
one
TikTok becomes a platform for high attention span
In the age of traditional media, people's attention can be predicted and captured. The "prime time" of TV shows is based on the time people spend sitting in their living rooms watching TV. For brands, as long as these time slots are occupied, a deep impression can be planted in front of and in the hearts of the audience, thereby achieving marketing goals.
But with the development of the Internet and the mobile Internet, people's attention can be diverted anytime and anywhere - it is very common to quickly switch from one platform to another while running different software on the same screen.
Among them, TikTok has proved through data that it has become a platform with a high degree of user attention.
According to TikTok, 46% of users engage with content on TikTok without distraction or multi-screen browsing. At the same time, TikTok also noted that 35% of its users said they had watched less TV or video content since joining TikTok.
Such a result is not difficult to understand. After successfully gaining the attention of the Chinese people with artificial intelligence algorithms, "For You", which can always guess users' preferences, once again makes overseas users unable to stop. And the way of full-screen short video has also successfully prevented the overflow of user attention.
Full-screen display allows users to browse only one platform on the same screen
The short video can switch to a new content every 10-15 seconds, which is dizzying
It can also be seen from the advertisement memory curve disclosed by TikTok that 5 seconds can already attract users to remember the content of the advertisement, and the relevant memory will peak at about 10 seconds. Short but informative TikTok native ads are very attractive to users.
Not only that, in terms of ad recall rate, after two weeks of watching an ad, the recall rate of TikTok users is about 7% higher than that of other traditional channels.
two
How to gain user attention on TikTok?
TikTok’s data also shows that, in addition to user attention and memory, ad content on TikTok achieves the same effect as ads on traditional TV — an increase in detailed ad memory, narrative memory, and engagement.
So for overseas brands, how to gain users' attention on TikTok?
#1 Use hashtags
Trending hashtags help you get featured on trending topics that people are following. For a platform like TikTok, which is always recommending personalized content that users like, finding popular hashtags belonging to your brand and industry and creating relevant content can be more conducive to finding vertical target users.
#2 Use Video Effects
TikTok's video special effects are another way of "popular gathering", and there is always a popular video special effect in a certain period of time. When your brand content appears in front of users with particularly obvious and popular video effects, they will directly understand the topic or content you want to express, and have expectations for your content, thus generating a deeper memory.
#3 Use humorous expressions
Humor and joy have always been expressions advocated by TikTok. If users can laugh within 5 seconds of your video, they are more likely to keep watching. At the same time, TikTok’s censorship of humorous content is less, and the recommendation is more likely. Therefore, whether it is from the perspective of user preferences or platform recommendations, structure your ads in a humorous way as much as possible, which can help you quickly gain user attention.
Epilogue
"TikTok's great innovation is to realize that social media no longer has to be social -- the focus is on media." This is the evaluation of a well-known data strategist after major social media companies disclosed their second-quarter revenue recently. The same is true for brand marketing. In the past, brands on social media should pay more attention to the establishment of "relationships" with users. How to enter their social circles and how to form a fan community is more important.
For TikTok marketing, how to produce better, more humorous or more interesting content is the most important. In this user attention report, TikTok also introduces the different attractiveness of different content types to users. You can reply to the keyword [TT attention] in the background of the official account to download the full report and view it.
If you need more one-on-one support from experienced overseas social media marketing experts, please leave your contact information and we will arrange someone to contact you.