Every second counts on TikTok | WARC | The Feed
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Every second counts on TikTok
Understanding how to optimise the first few seconds of an ad on TikTok can help brands drive a much greater impact on this platform.
Why it matters
TikTok, the video-sharing app, has rapidly disrupted the social media space, with an especially dedicated Gen Z audience that is now accustomed to an endless stream of short-form video. Successful TikTok ads reflect an understanding of how to capture viewer attention without alienating users.
- A few seconds of ad exposure, defined from two to five seconds, yielded a meaningful increase in brand awareness and purchase intent for TikTok ads.
- Brands that tapped...
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