3 WAYS SATIRE CUTS THROUGH THE NOISE ON TIKTOK
Scrolling on TikTok is window shopping in the digital era, the platform is now responsible for compelling 92% of its users worldwide to make purchases.
Among the sea of #ads, brands struggle to capture users’ attention and build awareness through paid influencer campaigns. Satire is a great way to cut through the noise:
Satire Allows for Creative Freedom
Influencer’s appreciate when a brand gives them the chance to take the reins when creating content and it builds a foundation for a mutually-beneficial, long lasting relationship. When a brand takes the time to curate comedic influencers for a campaign, their audiences tend to be more engaged - TikTok users are 1.4x more likely to purchase from a sponsored video that includes humor.
For example, LiquidIV and Tiktoker Grace Brinky partnered on an ad that highlighted a day when she wasn’t feeling 100%, which was not only humorous, but relatable and authentic, leading to a successful partnership.
TikTok users are 1.4x more likely to purchase from a sponsored video that includes humor.
More Engaging When Thoughtfully Done
Satire is a great way for creators to build an emotional connection with their audience - invoking feelings of nostalgia, reassurance, and relatability. When our client Flamingo launched their Facial Hair Removal Cream, Dialogue created a comedic campaign reminiscent of Got Milk “milk mustache” ads from the 2000’s.
Creator Caroline Sacks took this to the next level by recreating an ad on skis. This resonated with her audience, and the campaign received 8x more likes than a comparable educational campaign promoting the same product. We drove home the message that facial hair is “Not a Secret” and encouraged others to share their stories as well - 77% of TikTok users say they like when brands create engaging challenges, trends or memes.
77% of TikTok users say they like when brands create engaging challenges, trends or memes.
Satire Stands Out Among Cookie-Cutter #Ads
Satire adds an additional level of audience connection, catching users' attention when scrolling through their For You Page (FYP). One of our campaigns with Lindsey Gurk and Headquarters took a “behind the scenes” approach - sharing a humorous example of creators filming ads. She received extremely positive engagement - the comment section was filled with feedback such as "This is how you do a #ad on TikTok. Watched all the way through." and "Whatever they paid it wasn't enough, that was hilarious."
Next time when brainstorming ways to engage audiences in a fresh way, we recommend keeping humor in mind. Not only will it elevate brand awareness; it’s always going to be fun to watch.