Eight out of ten videos released by brands on TikTok are under-performing, generating below average positive emotions, attention, and brand recall, according to DAIVID's research.
The study revealed that 24% of TikTok videos evoke intense negative emotions and are potentially damaging to brands, indicating a significant risk to brand reputation.
With just 16% of branded TikTok videos scoring above the average Creative Effectiveness Score of 5.8, most videos are either forgettable, confusing, or boring.
Despite TikTok's growing importance to marketers, overall content is less effective, scoring 9% lower in generating intense positive emotions than the global average.
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