Eight out of ten videos released by brands on TikTok are underperforming according to creative effectiveness platform Daivid, spotlighting widespread failures by marketers on the social media network.
Alarmingly, close to a quarter (24%) of these videos are potentially damaging to brands, evoking negative emotions in viewers such as anxiety, fear, awkwardness, disgust and shame.
Using its AI-powered content testing capabilities, the platform also found that just 16% of branded TikTok videos scored higher than the average Creative Effectiveness Score (CES) of 5.8 out of 10, a metric developed by Daivid that takes into account attention, emotions and memory.
Of further concern to marketers is the revelation that as many as six in ten videos were simply forgettable, with below average positive emotional responses and below average brand recall, while also scoring higher than the global average for confusion and boredom to boot.
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“This research reveals that the vast majority of content being released on TikTok simply isn’t up to scratch. Sixty per cent of the creative is simply forgettable, under-indexing for positive emotions and over-indexing for negative emotions such as confusion and boredom. In one ear and out of the other for the viewer,” DAIVID CEO and founder, Ian Forrester said.
“Yet, even more concerning for brands are the 24% of videos that evoked intense, extreme, negative emotions such as disgust, anxiety and shame. If these emotions are attached to the brand, they’re likely to do the brand damage, negatively impacting future sales potential.
He continued: “This should be a wake up call to brands and underlines the importance of analysing the effectiveness of your social creative beyond just the basic reach, impressions and engagement rate data provided by the platforms to understand the real impact that it’s having.”
