TikTok's latest marketing data survey: low exposure, but outstanding return on expenditure

TikTok's influence in the world has been at its peak.
According to foreign media reports, although TikTok did not disclose advertising data, its scale may have exceeded that of Twitter, Pinterest and Snapchat, and its growth rate is the fastest among all social media platforms.
More and more brands began to study how to maximize the promotion effect and expand brand influence by leveraging TikTok.
TikTok recently commissioned a third-party partner to launch a survey called "TikTok Works", which involves different vertical fields and hopes to provide insights and explanations for marketers and advertisers.
TikTok recently released the first group of research results of the "TikTok Works" program.
The results show that TikTok is playing a more and more important role in product exposure, which substantially increases the overall brand awareness.
First is the survey data on consumer packaged goods (CPG).
Nielsen's analysis data shows that TikTok has brought CPG brand a strong return on advertising expenditure and sales efficiency.
According to the statistics of this model, the ROAS of American paid media is 96% higher than the average ROAS of all digital media, nearly three times the offline sales efficiency.
Similar trends have been observed in other regions, such as the Middle East, Europe and Southeast Asia.
TikTok also conducted further research with NCS, and found that in the beauty, personal care, food and beverage categories, although the exposure is low, the actual return of TikTok advertising per 1000 exposures is comparable to that of TV advertising.
The survey results show that 15% of consumers chose TikTok when they first learned about online shopping products in the near future through which channel.
Just a year ago, the figure was only 4%.
Google also admitted that TikTok is the preferred search platform for many young users.
The evolution of the use habits of social media platforms determines the channels for consumers to obtain first-hand information.
According to the research results of KnoCommerce in May 2021, 81% of them choose TikTok as the source of products and the opportunity of online shopping, which shows that TikTok has the ability to promote the brand and products to obtain more exposure.
TikTok cooperated with Kantar to analyze TikTok advertising and TV advertising in promoting brand and product awareness.
According to the analysis of Kantar Link AI, TikTok advertising of more than 3500 products outperforms its advertising on other digital platforms and TV advertising performance in many indicators, including early transformation (that is, the audience takes the initiative to further understand the brand or product after watching the advertisement), audience's sense of identity and satisfaction.