TikTok desires manufacturers to attempt to be extra humorous, as a method to create extra resonant messaging within the app.
That’s the main focus of the platform’s latest research insights, which take a look at what varieties of comedic approaches work on the platform, and the way manufacturers can faucet into these to spice up their clips.
In response to TikTok:
- Movies posted to the hashtags #humorous and #comedy have six trillion views within the app
- 30% of TikTok customers mentioned humor in creator content material was a high motivation for buy intent
- “Funny” is the high video class that viewers wish to see from creators
- 7 in 10 viewers say “making people laugh” is taken into account the most satisfying facet of watching TikTok advertisements
With these information factors in thoughts, TikTok recommends that manufacturers contemplate extra light-hearted, comedic approaches to their in-app campaigns, which they will faucet into by both working with established creators, or by researching within the app for suggestions.
Working with creators is TikTok’s primary tip right here, as “they know TikTok comedy better than anyone”. TikTok additionally desires to encourage extra manufacturers to work with creators by way of its Creator Marketplace as a method to make sure that extra of its high stars receives a commission within the app, which can then higher align them to the platform.
So there’s some further motivation for TikTok to advertise this explicit choice, but it surely may nonetheless be a helpful avenue for these manufacturers seeking to make TikTok a spotlight.
However if you wish to go it alone, TikTok recommends that manufacturers do their analysis by digging into app developments, to get a really feel for what works.
TikTok has additionally offered these three suggestions:
- Know your memes – They are a jumping-off level for artistic concepts, they usually will help manufacturers sign to viewers that they are in on the enjoyable
- Remixing a development – Pattern remixing has result in a 14% uplift in view time for advertisements, on common
- Play with model – Artistic dangers are revered and rewarded on TikTok. Qualities that will appear avant-garde (like surrealism and casual content material) are important to TikTok humor. TikTok is the place to swing large and see what works.
Wading into comedy at all times comes with a degree of threat, in that you can miss the purpose, and are available off as out of contact consequently. Which is a giant purpose why working with established stars may very well be of profit, in that you simply’re then utilizing their established nous to drive efficiency, however you don’t must work with creators in case you assume you may provide you with associated, humorous takes that may resonate.
The most important factor is analysis. When you’re going to lean into comedy within the app, you have to know what works.
And because the stats point out, humor is a key driver of TikTok engagement, and if you may get it proper, the rewards may very well be large.
It’s one other consideration to your TikTok advertising and marketing strategy for the yr forward.
You may take a look at TikTok’s humor suggestions here.
