With more than 1 billion monthly active community members, TikTok has become a driving force of digital culture and an integral platform for advertisers. To help advertisers develop more impactful experiences for the community, TikTok worked with creator marketing platform CreatorIQ to provide advertisers with the data-backed keys to success for campaigns and creative initiatives.

CreatorIQ’s five key TikTok marketing notes are…

This week, we unveiled a new brand campaign to update the way we think about and communicate our products and services inside the home. It’s called “Watch us.”

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

Although its 130.2 million national TV ad impressions from Nov. 27 through Dec. 3 constitutes a 41% week-over-week decrease, Hyundai’s “Vail” once again leads iSpot.tv’s ranking of the most-seen auto TV ads.

Churchill, located on the shore of Hudson Bay in Manitoba’s far north, is billed as the “Polar Bear Capital of the World” because of the bears’ presence in town at certain times of year, and Kt Miller has been visiting from her home in Montana for more than a decade while working with Polar Bears International. She took photos and video, and helped the non-profit set up and operate livestreaming cameras that catch polar bears and other wildlife in their element.

Social media users tuned in to more news category video content in October across platforms. Likely driven by the unfolding Gaza conflict, US Speaker of the House voting and early 2024 US presidential election news, interest in the news category spiked, according to recently released data from Tubular Labs.

Recently released data from Tubular Labs showed that Mattel’s individual accounts for its various brands helped drive the observed increase in unique viewers. Unique viewers for Barbie were up 25% month-over-month, while Hot Wheels increased by 36% and Polly Pocket grew by 110%. Having individual brand channels that serve as both content and product advertising help toy brands like Mattel connect with unique audiences, at scale.

Tubular, which is a YouTube measurement partner, has special access to data from the digital video giant and also tracks social video viewing on YouTube and Facebook across millions of global devices. Social viewing centers on trailers and clips rather than full episodes, but it is nonetheless widely considered a reliable proxy for longer-form tune-in.

With that said, not all creator ads are created equal. TikTok and CreatorIQ’s analysis also uncovers the distinguishing characteristics that separate the platform’s top-performing creator ads from the rest. For example, grabbing viewers’ attention from the start with an effective hook is critical not only to delaying that next swipe but for landing ad impact. TikTok found that…

As influencers continue to shape the digital marketing sphere, it is essential to understand their perspectives and motivations. Recent research from CreatorIQ reveals that creators prioritize their brand partnerships and have distinct considerations in mind when making collaboration decisions.

In 2024, datafuelx is working on adding currencies from TV firms iSpot.TV and Comscore to its platform.

Moises, the audio tech app behind it, officially launched Music.AI today. It offers a mix of proprietary AI models and third-party tools for commercial use. The APIs also include one for vocal extraction, downbeat detection, and a tool that can transform a song into a video (complete with synchronized lyrics) — among others.

That promo mojo is not lost on Disney, which has already been experimenting over the past year with giving more exposure on linear TV to Disney+ titles like Ms. Marvel, The Mandalorian and Andor. According to ad tracking firm iSpot, the ABC runs for Mandalorian and Andor delivered the sixth-most ad impressions on the network on their premiere dates.

To help scale and accelerate its owned channel efforts, Elvie sought a solution provider that could seamlessly integrate with its existing tech stack, opting to partner with Wunderkind.

According to CreatorIQ, McMichael has fueled more than $10.5 million in earned media value for beauty brands in 2023 — up from $2.5 million in 2022.

The Illinois-based pharma giant claimed the top spot with its IL-23 immunology blockbuster drug Skyrizi, though the company's spending on this medicine was markedly down by $11 million month-over-month. AbbVie forked over $36.6 million for its Skyrizi ad last month, compared to $46.6 million in October.

“This report provides advertisers with a new playbook for how to execute successful creator campaigns, powered by data, insights, and real-world examples from leading brands identified by CreatorIQ,” said Jorge Ruiz, Global Head of Marketing Science at TikTok. “I look forward to seeing how clients will benefit from this new understanding and continue to progress their journey on TikTok.”

Rosie Kraushaar, Client Partnerships Manager at Wunderkind, commented: “Elvie is such an exciting business to work with, they’re creating truly impactful products for women using the latest bio-feedback and connected mobile technology. We’re delighted to have been part of their growth journey so far – and look forward to helping Elvie scale further as they build their DTC channels, their owned audience, and their brand.”

In today’s fiercely competitive market, product quality and exceptional service alone are no longer enough to secure customer loyalty. The key to success lies in forging deep emotional connections that transcend simple transactional relationships. Customers yearn for something more – an authentic and meaningful bond with the brands they choose to support.