Unveiling the High 2023 TikTok Campaigns

Analysis Methodology

The info introduced on this report was collected utilizing our weekly knowledge compilations of sponsored TikTok movies. With a purpose to qualify, and be included in our dataset, every video needed to adjust to FTC disclosure laws. Our dataset consisted of sponsored TikToks posted from January to December 2022, from creators based mostly in the US and Canada.

We analyzed over 9,700 movies in our dataset to investigate tendencies in sponsored content material on TikTok over 2022. We checked out quarterly metrics, discovering what manufacturers and industries have been sponsoring probably the most content material at the moment, and what sort of adverts they have been utilizing. With this knowledge and evaluation, we are able to see the tendencies that fashioned in 2022, and use them to tell future advertising methods.

2022 Quarterly Information

Right here we’ll examine the highest manufacturers and industries in every quarter, together with the preferred kinds of adverts.

Q1

High Manufacturers

In Q1 2022, Bang Power sponsored 74 movies, greater than 2 occasions some other model that quarter. Different high manufacturers included Paramount, McDonald’s, and Amazon.

High Industries

In Q1, Meals & Drinks dominated the house with 522 sponsored movies. Meals & Drinks, Magnificence, Style, and Leisure manufacturers sponsored 75% of the movies sponsored by these 10 industries.

Content material Varieties

Marketing campaign Varieties

Calls To Motion

Content material Varieties

Q2

High Manufacturers

In Q2, Shein sponsored probably the most movies, regardless of not being within the high 10 for Q1. This quarter had 6 new manufacturers on the high and extra variation within the variety of movies sponsored.

High Industries

The highest industries remained according to Q1, apart from Well being and Wellness which changed Finance. For each business, apart from Magnificence, there was a rise within the variety of movies sponsored.

Content material Varieties

Marketing campaign Varieties

Calls To Motion

Content material Varieties

Q3

High Manufacturers

In Q3, Amazon was the highest model, with 85 sponsored movies. Vooz Hydrate, McDonald’s, Toes Findr, and Dunkin’ all sponsored 22 movies in Q3.

High Industries

This quarter we noticed Client Electronics rise in reputation. Regardless of Meals & Drinks and Magnificence manufacturers sponsoring fewer movies, they nonetheless stay on the high for Q3.

Content material Varieties

Marketing campaign Varieties

Calls To Motion

Content material Varieties

This fall

High Manufacturers

In This fall Amazon sponsored 100 TikToks, the best of any model over 2022. On this quarter, we noticed three new manufacturers rise to the highest: Hello Smile, Bumble, and Celsius.

High Industries

Meals & Drinks, Style, Magnificence, and Leisure remained the highest 4 industries in 2022, regardless of their particular person numbers lowering in This fall.

Content material Varieties

Marketing campaign Varieties

Calls To Motion

Content material Varieties

Trade Information Breakdown

Most Seen Manufacturers

Quarterly Manufacturers vs Creators

Q2 was the busiest quarter for influencer advertising on TikTok, with the best variety of manufacturers sponsoring content material and the best variety of creators being sponsored. In the meantime, the fewest manufacturers sponsored content material in This fall, with lower than 1000 manufacturers.

Trade Engagement Price

Model Engagement Price

Industries’ Views By Quarter

Trade View Change

On this graph, we present the % change within the variety of views for every business from Q1 to This fall. Images had a 2581% improve in views, the best of any business. Schooling had the largest lower in views, at -94%

Variety of Movies vs. Hour

This graph is exhibiting the frequency of sponsored movies posted at every hour of the day. Greater than 50% of those movies have been posted between 12 PM and 5 PM. 3 PM was the preferred time to submit a sponsored video in 2022, with a complete of 967 movies.

Variety of Views vs. Hour

On this graph, we are able to see that after 9 AM the time of posting has little impact on the typical views a video will get, till about 12 AM. There’s vital variation within the common views of movies posted from 12 – 5 AM. Views attain their lowest with movies posted at 6 AM.

Month-to-month Manufacturers

This chart reveals the model that sponsored probably the most movies every month of 2022. Each Shein and Amazon have been the highest for 4 months, and had the largest months in April and October, respectively. In March, Bang Power was the highest model with solely 17 movies, exhibiting a normal lower in movies sponsored by manufacturers that month.

Marketing campaign Varieties by Trade

What Does This Imply for 2023?

How can we use the info proven on this report back to look into the long run

The Way forward for TikTok in 2023

Utilizing the info and evaluation showcased on this report, we are able to make some predictions about influencer advertising on TikTok in 2023:

Count on to see a shift in the preferred industries:

• Whereas, Meals & Drinks, Style, Magnificence, and Leisure sponsored probably the most movies every quarter of 2022, the variety of movies these industries sponsored was on a decline quarter-to-quarter.
• Industries, resembling Gaming and Tech, have been on the rise all year long. We count on these industries to proceed to develop within the house.

We’ll see a shift within the dimension of creators manufacturers wish to work with

• All year long many large manufacturers selected to sponsor extra movies, with smaller creators, reasonably than sponsoring the larger creators for fewer movies
• With this technique, manufacturers can attain a extra numerous viewers and run extra campaigns, with out blowing the finances.

The perfect time for influencer advertising on TikTok is Q2

• The very best variety of manufacturers are sponsoring content material inside these few months, and are working with the best variety of creators
• The typical engagement is excessive on this quarter and could be a priceless time for manufacturers to make themselves seen on TikTok

Key Takeaways

• Q2 is probably the most saturated time for influencer advertising on TikTok, with 1,140 manufacturers sponsoring 1,252 creators, probably the most of any quarter in each manufacturers and creators.
• Meals & Drinks, Style, Magnificence, and Leisure manufacturers have dominated the house, making up 61% of movies sponsored and 54% of manufacturers in 2022.
• Industries resembling Gaming and Client Electronics are gaining momentum on TikTok and can proceed to rise, with a 91% and 239% improve in views, respectively, over 2022.
• Manufacturers give attention to consciousness campaigns on TikTok, not solely being the preferred with 92% of all sponsorships being of this sort but additionally averaging the best quantity of diggs with greater than 20.7K per video.
• Amazon is the one model that was among the many high manufacturers for every quarter. It had nearly double the quantity of views of some other model with a complete of greater than 205M over 267 movies.

Editors’ Notice

Influencer Advertising and marketing is turning into a central a part of TikTok, for creators and types alike. On this report, we have a look at how sure tendencies change quarterly, and when one of the best time for influencer advertising on TikTok is. We analyzed the manufacturers and industries that have been sponsoring probably the most on TikTok in 2022, and the methods wherein they have been doing this, trying on the kinds of advert campaigns manufacturers have been working. We have a look at how views modified over the yr and the engagement charges for manufacturers and industries. With so many manufacturers wanting to hitch the house, there’s all the time extra info and tendencies that can be utilized to get one of the best outcomes. Utilizing the knowledge on this report, manufacturers can plan out future campaigns, realizing one of the best methods and what to anticipate.