TikTok Ads — extremely low engagement

E

EmberGem

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I launched a campaign targeting Gen Z with a few short videos. Impressions are fine, but engagement (likes, shares, comments) is almost zero. Not sure why, everything seems relevant
 
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TikTok is very trend-driven. If your audio or visuals don’t feel native, engagement tanks fast.
 
Lavacore said:
TikTok is very trend-driven. If your audio or visuals don’t feel native, engagement tanks fast.
Click to expand...
Also UGC tends to work better than standard "Ads". UGC feels more native to the app, but I am not sure what OP's campaigns look like
 
EmberGem said:
I launched a campaign targeting Gen Z with a few short videos. Impressions are fine, but engagement (likes, shares, comments) is almost zero. Not sure why, everything seems relevant
Click to expand...
Low engagement with good impressions means people are seeing your videos but not feeling compelled to stop or interact, which is often a result of non interesting content style for Gen Z
 
Shorter loops (5–8 sec) and fast cuts usually get more engagement than longer storytelling videos.
 
Test trending hashtags carefully. Sometimes irrelevant hashtags kill organic engagement, even with paid reach.
 
Gen Z is picky—make your videos snappier, start with hooks in the first 2 seconds, and test multiple creatives fast.
 
Try testing different hooks and shorter videos because Gen Z usually responds more to content that feels native and grabs attention in the first few seconds, Also check watch time to see where people drop off.
 
TikTok users scroll very fast, so the first 2-3 seconds matter a lot. maybe test new creatives.
 
You should try a diffrent hooks, captions, and video styles to see what gets more likes, comments and shares from your audience.
 
Maybe the videos feel too much like ads. Try a more natural style with trending sounds and content that Gen Z can relate to.
 
EmberGem said:
I launched a campaign targeting Gen Z with a few short videos. Impressions are fine, but engagement (likes, shares, comments) is almost zero. Not sure why, everything seems relevant
Click to expand...
but honestly, since impression are made without any reactions at all, I will first run native-looking ad before I go for the sleeker ad-like videos.
 
Sometimes people watch without liking or commenting, so compare watch time and clicks too before judging the campaign.
 
Even if the content is relevant, it may not be interesting enough. Try sharing something useful or surprising that people would want to share with friends.
 
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