Researchers claim to have cracked code on selling power of TikTok ads

“To solve this, we developed the ‘product engagement score’, a computer vision-powered metric far more accurate than traditional methods such as video ‘likes’ or influencer popularity. This tool answers the critical question for brands: Which ads will drive sales?” 

Enabling brands to optimise ad spending 

Already converted into an on-sale product through MIT’s Technology Licensing Office, researchers say the algorithm could reshape influencer marketing by enabling brands to optimise ad spending, improve influencer collaborations and reduce costly trial-and-error approaches. 

The researchers claim that, by leveraging this tool, brands can determine which ads will resonate with consumers before they are launched onto TikTok, leading to better resource allocation by marketing teams and stronger return on investment for brands. 

“Content production is becoming easier and cheaper thanks to AI, but that means evaluation is more important than ever, notes Jeremy Yang, one of the authors and an Assistant Professor at Harvard University.  

“Brands can now ask themselves, ‘I can make a hundred video ads, but which ones will drive sales?’ Our method provides that answer.” 

Adds Yang: “This innovation not only reshapes how brands approach video advertising, but also empowers influencers to design more effective content. As the creator economy continues to grow, tools like the product engagement score could redefine the rules of social media marketing.” 

You can find out more about the study here.