Advertising on TikTok is a no-brainer because the app has shown unprecedented growth in the past 2-3 years. It is the 2nd most downloaded app worldwide across Apple App Store and Google Play. Your brand must consider advertising on this platform if it isn’t already. We will have a quick run-through of TikTok Ads benchmarks so that you do not fall behind the industry standards.
TikTok Engagement Rate Benchmark
The engagement rates on TikTok range from 3 % to 9% based on the brand’s following. The platform is every brand’s dream because of its stellar engagement levels. The volume of content that is released is so high that users do not think before liking, posting, or following content.
Here’s a chart representing the average engagement rate on TikTok.
TikTok CTR Benchmarks
There are multiple types of paid Ads formats on TikTok and all of them reap high engagement rates. Here are CTR benchmarks for different ads formats:
- Top-view: 12-16% CTR for in-feed video with sound on
- Take-over: 7-10% CTR, starting when TikTok is opened
- In-Feed video: 5-7% ER and 1.5- 3% CTR to site for Standard in-feed Ad unit
To understand the TikTok performance metrics better and perform well, Conviva (streaming analytics provider) has published an elaborate report on TikTok benchmarks and strategy. The report provides insights on 900 branded TikTok accounts, from across 10 industries.
The 45- page report can be downloaded here, and can be used to gain meaningful insights like which are the most followed brand accounts along with the ones that have seen the fastest growth.
The report also entails industry-specific performance statistics. It further elaborates on the growth that is seen by each of the featured brands and their individual upload engagement.
There are also some strategic insights on common strategies adopted by brands:
4 Best Practices To Improve TikTok Ad Performance
TikTok saw the following best practices improve impressions compared to other video ads that didn’t set them.
Video Resolution Of At Least 720P
83.19% of the platform’s top-performing videos have a minimum of this resolution.
Having this as a benchmark means that you could increase impressions by 5.39%
Vertical Aspect Ratio
Of the top-performing videos on TikTok, 82.13% of them utilized a vertical aspect ratio.
The impact?
A 40.08% rise in impressions compared to videos with horizontal or square ratios.
Use Of Audio
93.02% of the highest-performing videos on TikTok used audio, which led to a 16.05% increase in impressions.
And that’s audio of any kind.
Whether you’re unboxing a product or making use of music, all of your TikTok campaigns should consider adding the sound of some description.
9:16 Aspect Ratio
98.63% of the highest performing videos had this aspect ratio, which saw a 60.45% lift in impressions.
This is compared to videos that didn’t properly fit the screen and resulted in empty black space around at least one of the edges; a surefire way to make your video content look unprofessional.
TikTok Provides More Tips For eCommerce Brands
Using the same measurement that led to its best practice advice, the social platform gave three more pieces of advice for marketers to help increase campaign performance:
Feature An Offer Of Some Sort
Although only 3.21% of TikTok’s highest performing videos showed somebody highlighting an offer of some kind, these saw impressions rise by 67.4%
This could be a promotional code or a seasonal discount.
Include Scene Variations
This is a big one, 99.29% of the best performing videos published on TikTok made use of different angles and shots.
The result?
A 40.56% lift in impressions.
Don’t Forget The Closed Captioning
Not only does this help make your videos more accessible, but it can also increase impressions by 55.68%.
That is, according to 73.22% of the platform’s highest-performing videos.
This statistic also includes videos that displayed a CTA or offer of some kind as text within the video.
Conclusion
We discussed all the TikTok ad benchmarks we could gather using different sources. By following these best practices, you may see a spike in impressions and, hopefully, other performance metrics. Let us know in the comments what you think about this article!
