90% of brand TikTok videos have product placement

An overview of brand posts and their performance on TikTok.

Almost all brand videos on TikTok feature a product, according to an analysis by video editor company InVideo.

The research shows that nine-tenths (90%) of brand videos on TikTok had some form of product placement. Influencers and celebrities are also common, with a quarter of videos featuring an endorsement or collaboration with an influencer (26%) or celebrity (24%).

However, just 4% of brand videos include a call to action, suggesting a tendency from brands to avoid explicit advertising and messaging on the platform. This supports additional research which suggests original and creativecontent that builds...

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