Ipsos and TikTok’s whitepaper shows how creative content drives business results. Empathy is key—ads that reflect real needs, values, and perspectives build stronger emotional ties. On TikTok, resonance—content that inspires action—boosts trust, engagement, and sales. Combining organic and paid content creates full-funnel impact. Brands should embrace variety, native formats, and tools like the Creator Marketplace and Creative Assistant. TikTok-first content outperforms repurposed ads, increasing purchase intent and brand favorability. Creativity isn’t optional—it’s the ROI engine of modern marketing.

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