People trust TikTok creators, making them a great investment for brands looking to advertise on the platform. Keep these data-based tips in mind:

1. Grab attention fast. 90% of ad recall impact and 80% of awareness impact is captured within the first 6 seconds. Best bet? Show a real person, first thing.
2. Make a personal connection. TikTok users respond to approachable creators. Ads in which a creator greets the audience have a 112% uplift in brand recall. Say “you.”
3. Show your product in use. Ads in which creators unbox, demo, or show off products throughout the video get a major boost.
4. Use high-impact elements. Feature original or trending music, text overlay, and upbeat pacing to stay platform-appropriate.
5. Don’t skip the CTA. On-screen, written CTAs saw a 205% boost in purchase intent.

Read the full report at CreatorIQ.

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In this amusing Frito-Lay spot, Santa is psychologically tormented by the sheer volume and variety of Christmas cookies he’s responsible for putting away in one night. That is, until one homeowner offers him a bag of Lays potato chips—the snack you can happily have tons of—in exchange for a sneaky pic.