Despite a growing slew of studies proving creative as the largest driver of sales uplift in a campaign it remains the least understood part of a marketing mix. And for marketers scaling up advertising on TikTok, the #1 downloaded app globally in 2022, the competitive advantage for building impactful creative on this platform is significant, with offline sales lift studies showing an average Return of Ad Spend 2x higher than their performance benchmarks.
Today marketers have an opportunity to develop a more measurable understanding of the creative elements that consistently drive better ad performance worldwide through a new integration with CreativeX.
CreativeX’s platform uses advanced machine learning models to identify effective creative components to help brands understand creative performance at scale. Through analyzing a large set of creatives, CreativeX can unlock insights regarding the precise creative elements most associated with success.
Now, for the first time, by integrating with the TikTok for Business API, marketers can begin to test, learn, and improve their TikTok creative by adopting platform's best practices as well as go further on developing their own creative performance best practices.
"While we are starting to see a growing set of evidence from our Ad Effectiveness studies that TikTok can drive offline sales, we still see that one of the biggest optimization opportunities is in the quality of creative. We are happy to see partners like CreativeX leaning in to help marketers build more tooling and insight as to what happens inside an ad."
-Jorge Ruiz, Global Head of Marketing Science at TikTok
“To win on TikTok, these crucial points need to be addressed:
❓ How can we improve the content’s creative quality?
❓ How can we produce a continuous, high-volume supply of fresh content?
❓ How can we control production costs while scaling to boost consumption of each piece of content?”
-From TikTok’s Creative Solutions: The Ultimate How-To Guide
TikTok and CreativeX believe content quality is essential to delivering more effective advertising. Those who have embraced creative data have seen significant results from 50% incremental brand uplift (Heineken) and 66% return on ad spend (Nestlé).
Creating a winning advertising strategy that is both authentic and successful on a platform where popular topics range from pets to pranks should be a learning process as opposed to a checklist. The relationship between data and creative quality is in its opportunity to benchmark and drive improvements in your strategy, process, and final deliverables. Data provides an objective way to both measure your initial baseline, plus, validate strategic and tactical adjustments to improve against that baseline.
Together, TikTok and CreativeX are working to empower marketers by helping them make high-quality creative at scale. While TikTok builds resources for their ad partners, including guidelines on how to create authentic and successful content, CreativeX’s technology can operationalize this information by measuring content at scale against the most up-to-date version of these guidelines.
With TikTok on CreativeX, brands can analyze their content across every creator and market, to ensure they’re meeting TikTok’s best practices like using sound, early messaging, and branding early. Demystifying what works on TikTok for your brand starts with data, and CreativeX can help provide not just data but micro and macro insights to help your team continuously iterate on your creative process in order to succeed.
“Our product roadmap is heavily influenced by our brand partners, and over the last 12 months, there has been a loud and consistent chorus from marketers who are investing heavily in TikTok but lacking creative data to further scale their TikTok investment with confidence. We’re thrilled TikTok content can now be analyzed by CreativeX and look forward to providing data-backed creative learnings to help marketers take full advantage of the unique creative possibilities TikTok provides.”
-Anastasia Leng, Founder and CEO at CreativeX
Team Acknowledgements: A big thank you to the CreativeX and TikTok team members that made this integration possible!
Anthony Garay - Claire Rawnsley - Dave Pattimore - Denise Dearman - Elissa Ha - Luca Richards - Manika Agarwal - Matt Hinger - Matthew Rooney - Obinna Ijomah - Ramona Rudgalvyte - Rebecca Dykema - Robert Reus - Samantha Swartz - Thea Bourke-Borrowes