A recent report by WARC, in collaboration with TikTok, has shed light on the rising influence of short-form video in enhancing brand recognition. The report suggests that incorporating short-form video into the media mix can boost brand recognition by a significant 20%. This format is increasingly being leveraged by advertisers to build quality reach and drive business impact.

"This new research in partnership with TikTok examines the rapid rise of short-form video and how it can increase reach, attention and amplify other channels in the media mix to boost brand recognition by an incredible 20%. It revisits the fundamentals of effectiveness and draws on new evidence and thinking that will help marketers navigate with confidence and leverage new opportunities of the format in their campaigns," said Paul Stringer, Managing Editor Research & Advisory, WARC.

The report provides a comprehensive overview and practical guidance on how to capitalise on short-form video in marketing campaigns. With over 1 billion users accessing TikTok every month, the potential reach of short-form video content is undeniable. The report also suggests that short-form video can enhance the performance of other channels when used in conjunction.

"A valuable format for advertisers, short-form video has changed the way people consume content. Entertainment is now intrinsically woven into our daily lives, providing inspiration, creating joy and authentic connections, with short-form video now fast becoming the go-to place for brand discovery and purchase. We’re thrilled to have been able to contribute to this report and help brands uncover this opportunity to engage audiences at scale and drive lasting full-funnel impact," added Stuart Flint, Head of Global Business Solutions Europe and Israel, TikTok.

Short-form video can play multiple roles across the purchase funnel, from generating awareness to nudging consumers towards a purchase. When executed in tandem with TV, TikTok can generate incremental sales of 5.5%.

"Short-form video plays a vital role in our media strategy. With the decrease in attention span over the last few years and the increase in entertaining formats, short-form video helps us to directly address core audiences in earned, owned, and paid media," noted Markus Speiker, Director Digital Commerce & Marketing, The Estée Lauder Inc.

"We would not run a single campaign without short form video anymore because it offers us the option to appeal to more senses so we can touch users and explain the product in different ways," said Lina Arnold, Co-Founder & Managing Partner and Mahmud Mahmud, Creative Data Strategy & Media Lead of Joli.

"Nowadays you cannot rely only on one medium. You have to introduce a mix of different channels, different tools, different media because it is impossible to reach a very broad target audience and to reach them in an effective way using only one kind of communication, one kind of medium," concluded Marcin Samek, Chief Innovation Officer, McCann Poland.