TikTok Releases FMCG Marketing Campaign Performance Data: Off-Peak Advertising May Drive Higher Sales Lift
TikTok has released a new study on the effectiveness of fast-moving consumer goods (FMCG) marketing campaigns, conducted by consumer analytics firm Circana, which analyzed 97 Geo Lift studies across the UK, France, Germany, Spain, Italy, and the Netherlands. The results show that TikTok ad campaigns drive an average in-store sales lift of 2.7%, slightly above the social media platform benchmark of 2.3%. Notably, campaigns run during non-seasonal periods achieved a 46% sales lift, while peak-season campaigns still outperformed the social benchmark by 13%. The study also found that sustained advertising (over seven weeks) and the use of premium formats such as Top Feed and Pulse can significantly enhance sales performance.
TikTok recently released a new study on the effectiveness of fast-moving consumer goods (FMCG) marketing campaigns, aimed at evaluating the impact of in-platform promotions on consumer behavior. The study, conducted by consumer analytics firm Circana, analyzed 97 Geo Lift studies covering the UK, France, Germany, Spain, Italy, and the Netherlands.
Geo Lift studies assess the impact of advertising campaigns across different geographic areas, revealing how various elements drive differentiated responses from regional audiences while also uncovering commonalities, providing a broader comparative benchmark for overall ad performance.
According to TikTok: "The study used geographic testing methods and advanced modeling techniques to explore how different campaign variables, such as media mix, campaign duration, format strategy, and creative execution, affect sales longevity and return on investment (ROI) on TikTok."
Results showed that TikTok ad campaigns outperformed social media platform benchmarks in driving offline sales. Although the difference was modest, TikTok campaigns drove an average in-store sales lift of 2.7%, compared to the social platform benchmark of 2.3%.
However, TikTok performed even more notably in consumer response during non-promotional periods. TikTok explained: "Brands often concentrate investment during peak sales periods, but the analysis suggests that relatively quiet periods may hold the strongest growth opportunities. Campaigns launched during non-seasonal periods achieved a 46% sales lift on TikTok, while peak-season campaigns still outperformed the social benchmark by 13%."
TikTok stated that this highlights the value of maintaining a consistent presence within the app, rather than relying solely on seasonal campaigns. In fact, TikTok noted that campaigns running for seven weeks or longer with increased investment levels "delivered stronger sales lifts while maintaining ROI efficiency."
Additionally, campaigns using TikTok's premium formats, such as the attention-grabbing Top Feed and Pulse, delivered significantly stronger business outcomes.
This result is unsurprising. Top Feed allows advertisers to ensure their promotion appears in the first in-feed ad slot of the target audience's day, while Pulse allows advertisers to place ads next to the top 4% of clips on TikTok based on views and engagement rates. Therefore, using these tools should lead to greater exposure, and it would be surprising if the results were otherwise.
The data also showed that TikTok's Video View campaigns delivered strong ROI, while creative structure and consistency also played a role in driving ad performance. TikTok said: "In particular, campaigns that regularly refreshed creative while maintaining clear brand identity throughout were more likely to sustain effectiveness over longer periods."
The data suggests that maintaining an active presence on TikTok helps boost brand recall, which in turn drives sales lifts. The performance here is relative, but conceptually, through consistent brand presentation, TikTok can help FMCG campaigns solidify their market presence.