"Costs are climbing, attention spans are decreasing, and audiences have trained themselves to scroll past anything that looks remotely like an ad. But in 2018, when TikTok launched in the U.S., it disrupted the social media scene and has been building momentum ever since. Gaining popularity during Covid-19's lockdown, the platform offered a way for Gen Zers to upload their favorite trending dances, and TikTok quickly rewrote the rules of the digital marketing playbook."
"Users engage with content for emotion, humor and relatability, not to be sold a product or service. Companies that are excelling in digital advertising have learned to replace salesy scripts with relatable, heartfelt stories to help build a connection. The first few seconds of your ad should call out your target audience. For example, "Are you a tradesperson who is struggling with leads and sales?" Then you can share a real-life case study on how you've helped someone from that audience change their life."
Ad fatigue has risen as costs climb and audiences scroll past obvious ads. TikTok disrupted social media advertising, gaining momentum during Covid-19 and changing content expectations. High-performing ads prioritize storytelling and emotional relatability rather than direct selling. Effective creatives call out target audiences within the first few seconds and use real-life case studies to demonstrate impact. Unpolished, smartphone-shot ads often outperform glossy production because they integrate organically into feeds and attract voluntary engagement. Voluntary engagement increases the likelihood of purchase and strengthens brand connection when ads feel authentic and relevant.
Read at Forbes
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