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Real People, Real Results: Why authenticity trumps AI on TikTok, Instagram, and beyond
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"How Much Content Do We Need to Have Sustained Success on TikTok?"

It's a question we're asked often - How much content do we really need?
Tom Logan
May 15, 2023
April 25, 2024

TikTok has its own beat. It's truly like nothing else, and somehow it's not all that shocking that users spend an average of 95 minutes a day on the app. Cohley has been a top creative partner of TikTok's for a few years now and that close relationship with their team, combined with our clients' own performance data, has given us some awesome insights that can help brands get started on their own journey to sustained success on TikTok. 

Here's some data-driven advice for businesses looking to make their mark on the channel that they shared with our team this past week at their "TikTok World" event in NYC.

"Supply TikTok with the input it needs to deliver the best outputs for your campaign. This is the single most important factor in driving success on TikTok," the team said. So what does that mean quantifiably? 

Each ad group should have 3-5 creatives, and creative needs to be refreshed every week. That's right, every week. That’s about 30-50 fresh assets a month. Sounds like a tall order, right? It's a daunting amount, but that's the tempo of TikTok. It moves fast, and content fatigues quickly. 

Of course, it's not just about throwing any short-form video into ad groupings. It’s about creating what TikTok calls "TikTok first content." Repurposing your Meta ad content likely won't work; You'll need to generate content that feels at home in the TikTok universe. It’s about authenticity, spontaneity, creativity - things the TikTok crowd can’t get enough of.

When your content feels like it belongs, it doesn't disrupt the TikTok enhances it. That means more engagement, more eyeballs, more affinity for your brand and ultimately, more conversions. 

On the subject of conversions, a whopping 79% of TikTok purchases don’t show up through traditional attribution methods. So, while someone might not click your ad and buy on the spot, they're soaking it up, they're considering, and they're being influenced. Your ad isn’t just an ad, it’s a catalyst, sparking awareness, kindling interest, and ultimately, lighting the path to purchase. It's about telling compelling, authentic stories that spark connections between brand and a potential consumer. 

The beauty of TikTok lies in its spirit. It’s a haven for authenticity, creativity, and connection. It’s a place where your brand can let its hair down, share its story, and truly engage. With its massive reach, and a user base that just can't get enough, it's an advertiser's dream.

So here's the bottom line. Winning at TikTok advertising means keeping your content fresh, making it TikTok-first, and recognizing the unique role TikTok plays in the buyer's journey. 

Tom Logan
Founder & CEO