New TikTok Data Reveals the Positive Impact of Creator Content

tiktok content creator making a video

If you’re eager to grow your brand on TikTok, creator partnerships should be a top priority.

We’ve seen firsthand how creator content produces real results for our clients across social media.

Higher engagement rates. Greater brand awareness. More social sales. 

But hey, don’t just take our word for it! Thanks to a new study from TikTok themselves, we have an even better idea of how creator content is changing the game for brands.

5 TikTok Stats that Signal the Power of Creator Content in 2022

Below are the key stats from TikTok that highlight just how effective brand-creator collabs can be. Whether you’re on the fence about creator partnerships or just want some fresh TikTok marketing ideas, these stats can help!

1. TikTok ads featuring creators achieved 91% higher two-second view rates versus non-creator ads (8%).

It’s no secret that TikTok moves quickly when it comes to content.

With so many videos to scroll and tap through, it makes sense that anything that even feels like an ad gets glossed over. This stat drives home how important it is to feature creators and consumers (hint: people, not products!) in your TikTok promos.

1 new tiktok data

Source: Urban Outfitters

Food for thought: nearly 40% of Gen Z consumers claim that their purchasing decisions are influenced by what they see on TikTok. The longer your viewers stay glued to the screen, the more likely they are to connect with you. 

In other words, creators encourage consumers to keep their eyes on your brand. Like, literally.

Takeaways for Brands on TikTok

  • The best TikTok ads don’t feel like ads at all. With creator content, you instantly make your promotions feel less “salesy.”
  • We know that authenticity counts on TikTok: customer stories, experiences and skits are all perfect for promotions.
  • Put creators front-and-center in your ads. This ensures that viewers see people first (and products second).

2. TikTok ads featuring creator partnerships saw a staggering 83% higher engagement rate versus non-creator ads (12%).

Brands investing in TikTok ads rightfully want more than just views — they want engagement.

The beauty of TikTok ads is that they’re prime for interactions, particularly “Likes” and comments. Peek the 46k+ likes and 1,000+ sends that  Dr. Squatch scored from the ad below.

2 new tiktok data

According to TikTok’s data, creator-based ads outperform non-creator ads in a big way when looking at engagement. This yet again highlights how featuring actual people in your promos can pay off. 

Takeaways for Brands on TikTok

  • The more your TikTok ads resemble your organic content, the better.
  • Promos should be engaging! Captions, music and skits can snooze-proof your ads.
  • Look at your top-performing organic posts and consider how you can turn them into TikTok ads.

3. 62% of TikTok users say that platform-specific branded content is the best way for brands to connect with consumers.

TikTok is one-of-a-kind versus other social networks.

From the platform’s younger crowd to its off-the-wall content, what works for you on Twitter or Instagram isn’t guaranteed to resonate on TikTok. 

That’s because most content on TikTok centers around people. The same goes for the platform’s ads.

3 new tiktok data

TikTok users don’t want to see copy-and-pasted content from other networks. If you’re not 100% sure what your TikTok content should look like, empower customers and creators to make it for you via user-generated content.

Takeaways for Brands on TikTok

  • Promotion ideas for TikTok need to be human.
  • Given TikTok’s younger crowd, prioritize personality over trying to sell to your audience.
  • Ideally, your TikTok content should be unique (hint: don’t just double-dip your Reels).

Free TikTok Webinar - Watch Now

4. Creator content sees a significant boost in (aided) brand recall in the beauty (72%), CPG (55%) and fashion (50%) industries.

Despite TikTok’s popularity and massive growth, the platform is still fairly “new” to businesses.

This spells good news for up-and-coming companies. 

While many legacy brands are already established on Instagram, there are plenty of opportunities for young brands to stake their claim on TikTok. Companies in beauty, consumer packaged goods and fashion are thriving right now. 

And surprise, surprise: these same industries are among the best for partnerships and collabs with TikTok users. That’s because there are endless ways for creators to show off products in action.

4 new tiktok data

Source: TikTok

Takeaways for Brands on TikTok

  • If you’re a company in beauty, CPG and fashion, you should totally be on TikTok. 
  • Given that competition is so fierce in these industries, TikTok creator ads are a brilliant way to break through the noise.
  • Physical products are ideal for TikTok promos and content because creators can show them off.

5.  For beauty brands, ads featuring comedy cues or products in action resulted in 24% more videos watched until the end.

TikTok ads give brands a chance to blend promotions with entertainment. Think about how branded hashtag challenges are all the rage right now. 

This stat really highlights the power of personality and creativity on TikTok. 

5 new tiktok data

Source: TikTok

How so? Comedy is a great way to connect with your audience and make your ads more memorable. 

Let’s be real, though: so many brands flop when it comes to social media “comedy.” This is why comedy is best left to TikTok creators that actually understand your audience and their sense of humor.

The same applies to showing off products in action. Giving TikTok creators the freedom to showcase your brand on their terms means that your ads won’t feel like ads. Sound familiar?

Takeaways for Brands on TikTok

  • Personality and creativity are key to standing out on TikTok. Skilled creators have both!
  • Start brainstorming TikTok content ideas that incorporate comedy and products in action.
  • Provide creators with guidance but also the freedom to let their personalities shine.

Are TikTok Creator Collabs on Your Brand’s Radar?

The numbers don’t lie: working with TikTok content creators is a proven way to grow your presence.

Doing so not only builds more brand awareness but also gives your marketing a much-needed human touch. Keep these stats in mind as you build out your TikTok strategy for 2022 and beyond.

If you’re ready to collaborate with TikTok content creators but don’t know where to start, we invite you to contact Statusphere and chat with our consumer-to-consumer marketing specialists.

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