On TikTok, out-of-the-ordinary content carries the largest brand memory lift
PrincipleBrand & Creativity
On TikTok, out-of-the-ordinary content carries the largest brand memory lift
In the TikTok analysis for the Creator Effectiveness Playbook, 'something out of the ordinary' not only captures attention and emotion - it carries the largest brand memory lift of any coded feature. Surprise is a mechanism for being remembered by the 95% of buyers not in market today.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:11:00 chart; The Creator Effectiveness Playbook, System1, TikTok & WPP (2026)
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