Short-form video ads must be creative and entertaining to capture attention, but prioritizing creator-led content and leading with brand assets—like jingles, mascots and logos—is most effective for brand building and conversion, according to new research from System1 and TikTok.
The report, called “The Long & Short (Form) of It: How Short-form Entertainment Builds Brand and Converts,” used System1’s platform to analyze the creative responses of 92,000 TikTok users to 887 short-form video ads across eight global markets.
Sonic Assets and Logos in Context
The research revealed that sonic assets that appear within the first two seconds of videos have the biggest impact on brand awareness lift, with a 191% increase. Runners-up include logos in context (e.g., someone drinking a Pepsi can during an ad) with a 182% increase and fluent characters (e.g., the Pringles mascot playing a role in the ad) with a 57% boost.
When brands incorporate these elements into the first two seconds of short-form video content, consumers are more likely to recognize, remember and ultimately engage with the companies behind the ads, leading to stronger brand recall and improved campaign performance.
“Ads with exceptional levels of early branding and fast fluency have higher levels of positive sentiment and higher levels of attention among consumers,” says Josh Fruttiger, System1’s VP of Strategy, Global Partnerships, a former TikTok employee. Fast fluency refers to how quickly a viewer can understand, recognize and process an ad. “This translates into powerful brand outcomes,” he says.
While some brands might be hesitant to incorporate early branding into short-form video content for fear of turning consumers away, the research found that “viewers expect ads to be ads,” and they’re willing to give up their time to an advertiser that adds value.
To make the most of that time, brands need to create ads with “exceptional early branding.” By doing so, they’ll benefit from a 48% reduction in negative sentiment, a 57% uptick in happiness, and a 19% decrease in attention decay compared to ads with “low early branding,” the research found.
Branding + Creator-Led
And by coupling exceptional early branding with creator-led content, brands can get even better campaign results. According to the research, creator-led ads capture 39% more attention than traditional ads on TikTok—something Fruttiger sees as both a “challenge and an opportunity.”
“The extra attention that creative ads garner is very powerful for a brand,” Fruttiger says, adding that advertisers need to make sure creator-led content is properly branded, something that most brands are currently overlooking. “When creator ads are branded, every metric shoots through the roof.”
Specifically, the research found that creator-led videos with exceptional early branding boasted a 2.3x brand awareness lift and a 3x brand image lift.
Brand Placement Matters
While incorporating branding elements into creative content increases the chances short-form ads are successful, not every element moves the needle equally. For example, Fruttiger cautions brands against “slapping a logo on and being done with it”—which actually does more harm than good.
“Ads that included logo overlays saw reduced brand awareness lift,” Fruttiger says. “They recognize the brand but scroll along.”
By focusing on adding value and delivering content that your audience can connect with, brands can capture attention and leave a lasting impression that drives brand lift and improves campaign performance.
“What this research found is when you put the audience first, it elevates your brand but it also converts,” Fruttiger concludes. “If you entertain your audience and put on a show, lots of good things start to happen for your brand and business.”
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