You will understand:
- Why TikTok generates 1.5x more results than its investment share indicates
- Because the platform has ROAS 41% higher than the average
- Why full funnel campaigns deliver 4x more returns
The short videos on TikTok changed the entertainment game as well as the marketing game. The platform not only became a reference in creativity, but also demonstrated that it works for business, with proven performance delivery for brands.
In a new meta-analysis of studies from Marketing Mix Modeling, carried out by Uncover, the data revealed that TikTok's contribution to incremental results is greater than its investment share in the advertisers' media mix - on average, the contribution to performance is 50% greater than its share of the budget.
The research involved 24 brands that had at least one Uncover ROI model running between January 2022 and December 2024. In addition, the survey also included a variety of sectors in the analyzed base, including financial services, education, telecommunications, retail and insurance companies. In common, they all ran advertisements on the platform and on other online media channels also covered by the models.
TikTok delivers more than it receives in the media mix
The meta-analysis revealed that the platform generates 1.5x more results than its investment share in the media mix suggests. In other words, even receiving a smaller share of the budget, TikTok delivers a larger share of performance to brands.
To exemplify: if the company invests 10% of its budget in a campaign on the platform, TikTok would be responsible for 15% of the total result generated. In addition, the platform showed a return on investment in advertisements (ROAS) 41% higher than the average of online vehicles in the analyzed period. The number reinforces that betting on the channel is indeed a strategic decision for those seeking more results.
Full funnel: more results with all stages of the funnel
Another point revealed by the study is the strength of TikTok when the brand invests in every stage of the marketing funnel. The meta-analysis showed that investing in a full funnel way in the platform can deliver 4x more ROAS than focusing on just one stage of the journey.
>> Learn more: Uncover + TikTok study: Full-funnel campaigns are 25% more effective than those focused only on conversion.
This result speaks directly to other research conducted by Uncover, which already pointed out how campaigns that work discovery, consideration, and conversion together have much more efficiency and impact on TikTok:
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