TikTok success: your guide

Ipsos and TikTok have published a white paper called “Return on Creative: How Compelling Content Drives Business Results.” This guide offers valuable insights into how brands can use TikTok to improve their business results through creative and empathetic marketing strategies. In this blog post, we will summarize the key insights from this guide and show you how you can apply them to your TikTok strategy.

Taking your TikTok game to the next level?

Today, TikTok, in partnership with Ipsos, launched a new guide exploring how brands can use creative elements to increase their visibility and impact.

You can download the complete 14-page report, titled “Return on Creative,” here, but we’re sharing key insights in this blog so you don’t have to read the entire report. Handy ;).

More information?
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Empathy in marketing

Ipsos and TikTok emphasize that empathetic marketing means understanding what is important to people, and reflecting this in your content. This means focusing more on the needs and challenges of your audience than on the benefits of your product.

  • Listening: Pay attention to the content your target audience likes and shares. Use these insights to create your own content that matches their interests and needs.
  • Stories: Tell stories that reflect your brand values and are relevant to your audience: customer case studies, and experiences that are relatable to your target audience.
  • Value: Make sure your content is not only entertaining, but also provides value. This can be educational content, or tips and tricks that your audience can actually use.

Need help with your strategy?


Resonance is the ability to strike a chord with the viewer, inspiring them to take action. You do this by:

  • Credible: Make sure your brand comes across as authentic. TikTok users trust brands that share content created specifically for the platform.
  • Storytelling: Good stories attract attention. Use storytelling through series, challenges, or collaborations with popular TikTok creators.
  • Vary: Diversify your content to appeal to different emotions and interests. From funny videos to inspiring stories, make sure there is something for everyone on your channel.

I want to know more!
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Creativity drives successful marketing campaigns on TikTok. According to Ipsos and TikTok, there are several strategies brands can use to get the most out of their creative content.

  • Remix: Reuse and rework existing content by rearranging videos, adding interactive elements, or creating new hooks that resonate with the TikTok community.
  • Native solution: Invest in content made specifically for TikTok: using TikTok-specific features such as text overlays, duets, and challenges to convey your message in a natural and engaging way.
  • Creators: Make use of the TikTok Creator Marketplace. These collaborations can help authentically position your brand and increase engagement.

Need creative input?

How Glue Can Help You

At Glue, we understand the power of creative content and the impact it can have on your bottom line. We help you with:

  • Strategy: We help you create a thoughtful content strategy tailored to the needs and interests of your target audience.
  • Creativity: Our teams can support you in creating engaging and relevant TikTok videos that fit your audience.
  • Campaigns: We have the connections and experience to create successful campaigns, positioning your brand in an authentic and impactful way.

Time for a new strategy?
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Lijm Amsterdam | Social Bureau

TikTok offers endless opportunities for brands to connect with their audiences and get real results. By applying the insights from Ipsos and TikTok’s guide, and with the support of Glue, you can take your TikTok strategy to the next level and achieve your business goals. Contact us today and find out how we can help you be successful on TikTok! 🚀✨

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