TikTok Says Forcing Consumers To Watch Ads Might Not Be Cool

We don't know about you, but nothing excites us more than ads we can't skip.

Okay, we're joking.

The truth is ads are a part of everything we do. It's all about the money, especially with social media platforms that don't charge for the privilege of sharing cat videos and watching singers become celebrities in their bedrooms.

That's where those annoying ads come in, and there's nothing more annoying than an ad you're forced to watch before you get all the cool content you want.


Advertisers need to take note, though. According to TikTok, the clock may run out for those pesky ads that won't disappear. The platform suggests that non-skippable ads reduce engagement, which is the opposite of what brands want.

The TikTok study, conducted with MAGNA Media Trials, a global media investment and intelligence company, reveals that "73% of viewers agree that having the ability to skip videos makes them more engaged in the experience" and "56% of viewers are more likely to actively watch videos sponsored by a brand when they have the option to skip."

TikTok says that while consumers often watch skippable ads for shorter durations, the distinction between the "duration of skippable and non-skippable ads doesn't markedly impact viewership."

In fact, further studies show that 50% of the impact of a TikTok ad, good or bad, is decided within the first couple of seconds.

What's more important is the company your ads keep. The study shows that ads have more impact and longer viewing times when they appear next to "popular, relevant content." That applies to all platforms, not only TikTok.

TikTok says it's important to understand that every view of a non-skippable ad is intentional because users can skip what they don't want to see, whether videos or ads. This means forcing users to view ads isn't crucial to creating a meaningful impact.

The platform says that skippable formats perform as well as video-on-demand forced view formats across "key metrics like brand favorability and purchase intent."

Remember those web page ads where you hit the back button and couldn't leave the ad without closing your browser? Those never really worked. It might be wise for brands to consider what TikTok says about using "force" to sell their products.

And consumers just might be more likely to spend their money on products they like. That makes all of us happy.

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