The most entertaining short-form ads double the awareness lift
2x
brand awareness lift
+54%
five-second view rates
StatBrand & Creativity
Brands that commit to showmanship - entertainment-led creative - earn more attention and awareness: in 847 TikTok ads with brand-lift data, the most entertaining quartile delivered +45% emotional response, +54% five-second view rates and twice the brand awareness lift of the least entertaining.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
The Long and Short (Form) of It, TikTok x System1 (2025), via The Power of Compound Creativity, s. 15
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