8 Out of 10 Tiktok Videos Are Contributing to Negative Brand Perception
In the relentless world of social media, TikTok has emerged as the platform where creativity meets virality, and where brands strive to make a lasting impression.
However, new research suggests that most brands are falling embarrassingly short of this goal.
According to data from creative effectiveness platform DAIVID, a staggering 80% of branded TikTok videos are underperforming, exposing widespread shortcomings in marketers’ strategies on this dynamic platform.
The Harsh Reality: When Creativity Fails
Eight out of ten videos released by brands on TikTok are not just failing to engage but are actively contributing to negative brand perception.
DAIVID’s analysis found that close to a quarter (24%) of these videos evoke harmful emotions such as anxiety, fear, awkwardness, disgust, and shame.
In an era where every second counts and every impression matters, these findings should ring alarm bells for marketers across the globe.
Using its AI-powered content testing capabilities, DAIVID discovered that a mere 16% of branded TikTok videos achieved a Creative Effectiveness Score (CES) above the platform’s average of 5.8 out of 10.
This CES metric evaluates the content based on critical factors such as attention, emotions, and memory.
With these numbers, it’s evident that most branded content on TikTok is falling well below expectations.
Forgettable and Failing: The Unseen Cost of Mediocre Content
Perhaps even more concerning for marketers is the revelation that a majority of these videos are simply forgettable.
Six in ten videos not only generated below-average positive emotional responses but also failed to leave a lasting impact.
Instead, they scored above the global average for confusion and boredom — emotions that are unlikely to drive brand loyalty or engagement.
“This research reveals that the vast majority of content being released on TikTok simply isn’t up to scratch,” said Ian Forrester, CEO and Founder of DAIVID.
“Sixty percent of the creative is simply forgettable, under-indexing for positive emotions and over-indexing for negative emotions such as confusion and boredom. It’s in one ear and out the other for the viewer.”
The Hidden Danger: When Content Turns Toxic
Forrester also highlighted the danger posed by the 24% of videos that evoke intense negative emotions.
“Even more concerning for brands are the videos that induce emotions like disgust, anxiety, and shame. If these emotions are attached to the brand, they’re likely to do damage, negatively impacting future sales potential,” he warned.
The implications are clear: failing to engage positively on TikTok can do more than just waste marketing dollars — it can actively harm the brand’s reputation and future growth.
A Wake-Up Call for Marketers: It’s Time to Rethink Metrics
This report serves as a wake-up call for brands relying solely on reach, impressions, and engagement rates to gauge their success on TikTok.
“It underlines the importance of analysing the effectiveness of your social creative beyond just the basic metrics.Marketers need to understand the real impact their content is having on their audience’s emotions and memory,” Forrester stressed.
As TikTok continues to evolve as a platform, brands must adapt by creating content that truly resonates with their audience, fostering positive emotions and memorable experiences.
Only then can they hope to transform TikTok’s unique creative challenges into opportunities for genuine engagement and brand growth.
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