SOCIAL MEDIA

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

By our African Marketing Confederation News Team | 2025

Many popular TikTok video ads don’t boost sales. Academics say they have a tool that can predict which ads will drive product sales.

A new study published in the journal Marketing Science claims to introduce an algorithm that can predict which TikTok ads will positively influence sales. 

 

The study, titled ‘Engagement that Sells: Influencer Video Advertising on TikTok’, indicates that artificial intelligence may identify which influencer ads will convert viewers into buyers, thereby giving brands a powerful tool to maximise their marketing investments. 

 

“We found that many popular TikTok ads fail to boost sales because influencers often prioritise their personal brand over the products they promote,” explains Juanjuan Zhang, a Professor at the Massachusetts Institute of Technology (MIT) and one of the study’s authors.

Photo by Mart Production from Pexels

“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.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.