TikTok Recommends Optimizing Brand Campaigns with Reach and Frequency
The article below from Test With TikTok encourages advertisers to test two of the most common and important metrics for measuring the success of a brand-building campaign on TikTok: Reach and Frequency.
Contents
1. What are Reach and Frequency?
- Reach is the number of users an ad can reach or be shown to. For a brand awareness campaign, the main goal is to make your brand widely recognized by customers, so aiming for broad reach is a good choice.
- Frequency is the number of times a viewer sees your ad. The optimal Frequency depends on several factors, such as:
Is your campaign objective brand building or sales?
Is the value proposition of your product or service appealing?
Ad duration
The product's purchase cycle
2. When are Reach and Frequency used?
Reach & Frequency helps advertisers make an impression on users' #ForYou pages. You can choose the ad placements you want in the For You Feed, as all have fixed prices and predictable impressions.
3. Some benefits of using Reach and Frequency
- Lets you control who you reach and how often users see your advertising message before delivering the ads.
- TikTok offers unique features such as add-ons and multi-creative delivery strategies. This helps you tell your brand story in TikTok's distinctive style.
4. The most effective case study tested by TikTok
- Run for 3 weeks or longer: Users are 18% more likely to remember the ad.
- Reach 50% or more of the target audience: Ad recall is 26% higher.
- Set Frequency to more than 2 times per week: User ad recall is 40% higher.
Although the analysis produced clear results, each campaign will need a different optimization approach. TikTok therefore encourages you to test the 2 metrics, Reach and Frequency, regularly to find the best strategy for your brand.
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Source: TikTok
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