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Did you know that TikTok users are 1.2x more likely to watch more of a brand’s content, and 1.2x more likely to direct message the brand?
CreatorIQ analyzed the top 100 brands on TikTok, by earned media value between 2023 to 2024, to illuminate the metrics to watch and the strategies that work on the platform. Here’s what you need to succeed:
- Authenticity. 41% of TikTok users associate creators on the platform with authenticity, and this transfers to brand partners. 55% of users say they’re more likely to trust brands when they hear about them from TikTok creators, compared to other ads on the FYP.
- Retention. The majority of TikTok’s top brands have a creator retention rate over 25% YOY, which establishes credibility with audiences over time, increasing conversions.
- Alignment. 55% of users say that TikTok creators help them feel connected to brands. Plus, ads by a creator with a natural affinity to a brand’s vertical are 1.5x more likely to hook a user than those less aligned.
- Engagement. Top brands focus on more than just followers. They select creator partners with a proven track record of engaging the right audiences.
Check out the full report for more tested TikTok insights.
