The reality of reels: Unravelling the influence of style elements on attention span and brand recall in TikTok reel advertising

Blog by Emilie Kjellerup

With millions of users worldwide, particularly among the younger generation, TikTok has become a dominant force in the social media space. Marketers now have a rare opportunity to creatively and interactively connect with their target audience thanks to this immersive and highly engaging platform. However, in order to fully take advantage of TikTok advertising’s potential, it is crucial to understand the distinctive style elements that boost brand recognition and attention. This blog looks at the effects of various variables on viewers’ attention span, brand recall and associations, including music, colour, celebrities, and editing style, based on existing research and a new study among more than 6,000 people the age of 16-24 in four countries (the Netherlands, Germany, United Kingdom, and Sweden). 

TIKTOK ADVERTISING

TikTok has emerged as a powerhouse in the social media landscape, captivating the attention of millions of users worldwide, especially among the younger generation. This immersive and highly engaging platform has provided marketers with a unique opportunity to connect with their target audience creatively and interactively. In-feed commercials, branded effects, and sponsored challenges are just a few examples of various ways in which TikTok can be used for advertising. The TikTok reel commercial is one of the most recent ad forms. It is a brief video ad displayed in the app’s reel part, For You page. These advertisements aim to grab viewers’ interest and persuade them to interact with the brand (Lu et al., 2023). Among the various advertising formats on TikTok, the TikTok reel commercials have gained significant traction. These short video ads, displayed in the reel section of the app, offer brands a chance to capture viewers’ attention and encourage them to engage with the promoted content. However, to fully leverage the potential of TikTok advertising, it is essential to understand the specific style elements that contribute to its effectiveness in terms of attention and brand recall.

THE POWER OF STYLE ELEMENTS

The effectiveness of TikTok reel advertising heavily relies on the strategic use of style elements that can captivate viewers and enhance brand recall. In this study, four key style elements are being examined: music, colour, celebrities, and editing style. Music plays a crucial role in setting the tone and evoking emotions in TikTok reel advertisements. The use of catchy tunes or trending sounds can enhance the overall appeal and memorability of the ad (Peretz et al., 1998). Colour, on the other hand, has the power to grab attention and create visual impact. The strategic use of vibrant and contrasting colours can make the ad stand out in users’ feeds, increasing the likelihood of brand recall (Keib et al., 2016). Additionally, the presence of celebrities in TikTok reel advertisements brings the added advantage of leveraging their existing popularity and influence to capture viewers’ attention (Gulas & Weinberger, 2006). Lastly, the editing style employed in these short video ads, such as quick cuts and engaging visual transitions, can enhance the overall viewing experience and contribute to a better attention span (Lu et al., 2023).

ATTENTION AND RECALL IN TIKTOK ADVERTISING

Attention span and brand recall play crucial roles in the success of any advertising campaign, including TikTok reel advertisements. To effectively deliver messages, it is essential to grab and hold viewers’ attention. The ability to sustain attention throughout the ad increases the chances of viewers absorbing and retaining the brand information conveyed (Pradeep, 2010). Similarly, brand recall measures how effectively viewers can remember and recognize a brand after exposure to an advertisement. By investigating the impact of style elements on attention span and brand recall in TikTok reel advertising, this study aims to provide valuable insights for marketers. Understanding how these elements influence viewer engagement and memory retrieval can inform the development of more impactful and memorable TikTok ad campaigns, leading to higher brand recall among the younger generation and improved advertising effectiveness overall (Batra & Ray, 1986; Keller & Lehmann, 2006).

STUDY SET-UP

To explore the impact of style elements on attention span and brand recall, a quantitative research design was employed. A dataset comprising 6,464 viewer responses from four countries (the Netherlands, Germany, United Kingdom, and Sweden) to TikTok reel advertisements was collected and analysed. All data were gathered through DVJ’s pre-testing tools, consisting of a survey setup that involved showing respondents two TikTok reels, each consisting of seven videos, one branded and six non-branded. The branded video was randomly selected from a pool of country-specific branded TikTok videos. Additionally, four websites with display ads acted as distraction components. Respondents completed the survey on their smartphones, interacting with the videos and scrolling through the websites as they would on their TikTok feed or while searching online. The survey measured respondents’ attention to TikTok advertisements, their recall of the advertised brand and message, and the associations they formed in their minds. Additionally, it evaluated their overall perception of the ads. All while the four style elements were coded separately based on the advertisements themselves.

FINDINGS AND INSIGHTS

The findings of this study shed light on the influence of style elements in TikTok reel advertising on attention span and brand recall among the younger generation.

• Faster editing speed, more colourful visuals, and the presence of celebrities were found to have a positive impact on attention span.
• Surprisingly, upbeat music did not significantly affect attention span.
• However, attention span was identified as a mediating factor in the relationship between the presence of celebrities and editing speed and their impact on brand recall.

Furthermore, the study revealed an interesting trade-off between attention span and brand recall when celebrities were involved.

• While the presence of celebrities lengthened the attention span, it appeared to diminish brand recall, potentially diverting viewers’ focus away from the featured brand.
• Additionally, the simultaneous use of multiple style elements did not necessarily increase attention span, highlighting the need for a strategic and balanced approach to reel advertising on TikTok.

MANAGERIAL IMPLICATIONS

The implications of this research extend beyond academic circles and provide valuable insights for advertisers, well-known businesses, and market research agencies seeking to optimize their TikTok reel advertising campaigns. By understanding the unique style elements that effectively engage and captivate younger consumers, marketers can create more compelling and memorable TikTok reel advertisements. Leveraging faster editing speed, vibrant visuals, and carefully selected celebrities can enhance attention span and potentially increase brand recall among the target audience. In conclusion, this study delves into the impact of style elements in TikTok reel advertising on attention span and brand recall among the younger generation, emphasizing the importance of employing faster editing speed, vibrant visuals, and leveraging celebrities strategically. Understanding the nuanced relationship between attention span and brand recall is vital for advertisers and market research companies looking to optimize their advertising efforts on TikTok and effectively engage with the platform’s vast and influential user base.

REFERENCES

Batra, R., & Ray, M. L. (1986). Affective Responses Mediating Acceptance of Advertising. Journal of Consumer Research, 13(2), 234. https://doi.org/10.1086/209063

Gulas, C. S., & Weinberger, M. G. (2006). Humour in Advertising: A Comprehensive Analysis. M.E. Sharpe.

Keib, Kate & Young, Camila & Lee, Yen-I & Wojdynski, Bartosz & Choi, Sean & Bang, Hyejin. (2016). Picture Perfect: How Photographs Influence Emotion, Attention and Selection in Social Media News Posts.

Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153

Lu, S., Yu, M., & Wang, H. (2023). What matters for short videos’ user engagement: A multi-block model with variable screening. Expert Systems With Applications, 218, 119542. https://doi.org/10.1016/j.eswa.2023.119542

Peretz, I., Gaudreau, D., & Bonnel, A. (1998). Exposure effects on music preference and recognition. Memory & Cognition, 26(5), 884–902. https://doi.org/10.3758/bf03201171

Pradeep, A. K. (2010). The buying brain: Secrets for selling to the subconscious mind. John Wiley & Sons.