As if you didn’t know already, buyers are massively influenced to make purchase decisions on TikTok. But…

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What if we told you that SECONDS of video watch time is the difference between top-performing ads and losing ads? 👀

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The Pilothouse TikTok team pulled data from 190 ad creatives across three accounts with a 500K spend behind them!

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🔥Here’s what they found between top-performing and losing campaigns:

• Average watch time was over one second longer on winners vs. losers – winners 4.49 seconds vs. losers 3.46 seconds
• The % of users who watched 100% of the ad – winners 6.15% vs. losers 4.45%
• CTR – winners 1.48% vs. losers 1.01%
• ROAS on the platform was 3.9X higher with winners

So, what does this mean when you’re working on your TikTok creatives?

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The longer viewers watch your ad, the higher the performance you’ll see both pre and post-click.

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If you’ve yet to crack the TikTok algorithm or need some new creative angles, reach out to the Pilothouse TikTok team. 🤳