TikTok Adds Brand Lift Study to Help Advertisers Measure Moments 

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TikTok is looking to help brands glean more insight into the performance of their brand and marketing efforts by adding a new Brand Lift Study option, which will enable businesses to poll the TikTok audience through promoted campaigns.

TikTok Brand Lift Study (BLS) is a first-party measurement solution for advertisers. BLS helps to empower advertisers with actionable data to shift, improve, and segment resources towards impactful campaigns and efforts. As explained by the TikTok announcement, “We’ve seen time and time again the collective power of our community from driving top hits, creating viral trends, to the increasing demand for popular products. TikTok Brand Lift Study provides brands with a refreshing approach to the traditional measuring and optimization of brand resonance. In true TikTok nature, TikTok Brand Lift Study is an immersive, in-feed polling experience, with music and motion graphics that users have known and love about TikTok.”

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Similar options are available on Twitter and Facebook, providing a means to get more insight into the impact of your marketing and promotional efforts, and how they relate to recall, favorability, engagement and more. 

TikTok says that users will be asked to answer one of four questions posed by advertisers “in a way that feels natural and organic – in-feed on their For You page”. TikTok has also announced that it will be using Kantar as its third-party verification measurement partner for its Brand Lift Studies, adding an extra level of data assurance. This is good news for marketers whose customer base is active on TikTok, the new option will be available via TikTok ad partners.