TikTok World: Introducing Focused View
Focused View offers a way for advertisers to drive brand impact by ensuring their ads are shown to users who are truly paying attention — to users who are both emotionally and tangibly engaged.
Engagement is at the heart what makes TikTok so powerful, both for users and advertisers. The For You page is an immersive, full-screen and sound-on experience, where users give their undivided attention.
There are two important things that make engagement different on TikTok:
The first is choice. Every second of every video that a user watches is the result of an active decision to swipe up, listen up, and pay attention. TikTok users are voluntarily watching ads for longer and are actively engaging with them.¹
The second is that viewership is its own form of engagement. Thanks to the way that the For You page works, engagement on TikTok isn't restricted to a few secondary actions that users might take. It's the fuel that powers the For You feed, and this means that engagement in the form of viewing is just as important as any other form of engagement.
Focused View is the new evolution of our current video view objective on TikTok. The Focused View optimization will deliver ads to users who are most likely to actively engage with an ad — by viewing it for at least 6 seconds OR by interacting with the video within the first 6 seconds (whichever comes first). This allows us to optimize for two different kinds of engagement:
Emotional engagement through content consumption: We target users who are most likely to view your ad for at least six seconds.
Tangible engagement through interaction: We target users who are more likely to actively engage with an ad.
Focused View offers a way for advertisers to drive brand impact by ensuring their ads are shown to users who are truly paying attention — to users who are both emotionally and tangibly engaged.
Samsung was one of the first global advertising partners to leverage the 6-second Focused View objective during its alpha phase. The brand used the objective on their Summer of Galaxy campaign, aimed at driving awareness and engagement for their Galaxy products. The 6 second Focused View objective helped to drive:
+11% increase in ad recall
+18% improvement in 2-second CPVs
+53% increase in average watch time per view
2.8x increase in completion rate
To continue the momentum, Samsung quickly followed up with a launch campaign for their Z-Flip 4 phone with the Focused View objective. Here, the brand saw increases in both upper and lower funnel metrics, including a +4% increase in purchase intent.
Availability: 6-second Focused View will be available to advertisers globally in Q4 2022.
TikTok Marketing Science US Brand Building Research 2022, conducted by DIRT