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Brands mostly post product content on TikTok, but it doesn’t work best for them

90% of branded content on TikTok is focused on the product Hong Kong Email Database
However, it only gets an average of 7.1 million views

90% of branded content on TikTok focuses on the product, but it only achieves an average of 7.1 million views, compared to 13.4 million content on sexuality.

26% of brand videos have influencers
These are data that come from a study carried out by the video editing company InVideo.
Thus, almost all branded videos on TikTok include a product. Influencers and celebrities are also common, with a quarter of videos having an endorsement or collaboration with an influencer (26%) or a famous person (24%).

However, only 4% of brand videos include a call to action, suggesting a tendency for brands to avoid advertising and explicit messages on the platform.

Although product presence is the most common strategy among brands, the average number of views for posts with a product is relatively low, with 7.1 million on average per post.

On the other hand, videos with a brand event attract the highest number of visits, with an average of 19.7 million, followed by videos that deal with sexuality issues, which get 13.4 million despite the fact that only 1% of brand content focuses on this subject area.

As TikTok continues to grow, brands increasingly focus on a platform that has tripled its user base in the last year. Although it has generally proven to be more popular with female and younger audiences, the platform is expanding to older demographics. This will likely appeal to a wider range of brands.

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However, advertisers must look beyond immediate click metrics and look at the correlation data between content typology and their performance on the platform socialposts.

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