Why don’t TikTok trends perform as ads?

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Our numbers speak for themselves, but why might traditional UGC performance ads on TikTok lead to more sales than native TikTok ads? We've compiled a few reasons for you:

Emotions: One of the key drivers for strong ad performance is emotion. People trust people, not brands. Authentic emotions create bonds, and these emotional connections are what sell. Classic UGC ads do just that: create switzerland phone number data authentic connections by letting real people tell their stories at eye level. UGC is like a recommendation from a friend who credibly shares their experiences. These emotions and the building of a bond are often neglected in TikTok trends.
Pain Point: UGC Performance Ads address a pain point and then include a clear storyline that presents the solution to that pain point in the form of a product. Addressing pain points ensures users strongly identify with the creator. They suffer from the same problem, which in turn builds an emotional connection, and are therefore excited about the solution presented later in the ad.
Product focus: Classic UGC ads clearly communicate what the ad is about. The product plays a central role in the ad – its benefits are clearly stated. The entire storyline is focused on the call to action: to buy the product now. TikTok trend concepts, on the other hand, are less focused on the product and the clear call to purchase. Often, the product plays only a subordinate role, and the trend itself is the focus. Dynamic cuts and limited information about the product don't pursue a clear call to purchase.
Seriousness: TikTok trends are entertaining, often even silly. As brand content, this can make your brand appear relaxed and approachable, even young and dynamic, but a brand also needs a certain degree of seriousness. People need to trust your brand to actually make a purchase. TikTok trends can have the opposite effect and be perceived as dubious—thus losing the trust of your potential customers.
Content quality: Traditional UGC ads have higher content quality than TikTok trends. While UGC ads are now filmed with high-resolution mobile cameras and elaborately edited, TikTok trends are often based on very simple design elements such as the green screen. This makes a brand appear less high-quality and professional, which in turn leads to a loss of trust.