THE AWARENESS ADVANTAGE: WHY BRAND BUILDING AND PERFORMANCE MARKETING ARE BFF GOALS ON TIKTOK

Summary from the TLDR Marketing newsletter

Research shows that strong brand awareness correlates with improved performance marketing outcomes. For example, brands recognized by 40% of consumers achieve 43% greater efficiency in performance marketing than those known by only 30%. While CTRs don't correlate with brand awareness, conversion rates — critical for performance marketing — do, showing the need for marketers to evaluate their efforts holistically. Stronger brand awareness lays the foundation for more effective performance marketing, showing that these strategies work best together rather than in competition.