Digital advertising has become one of the most talked-about, prioritised, and often misunderstood areas in marketing. It is a fast-evolving space, full of creative potential, yet still under-explored compared to more traditional media. For many brands, it represents both a major opportunity and a creative learning curve.

TikTok is a perfect example of this new frontier. With its dynamic, mobile-first format and engaged global audience, it offers brands a powerful platform for visibility and connection. But it also introduces a new kind of creative challenge, where attention is earned in the blink of an eye.

On TikTok, audiences are in control. Content is consumed quickly and intuitively, with a simple swipe moving viewers to the next thing. That means if your creative does not immediately resonate, it risks being passed over without a second thought.

This is why success in digital advertising increasingly comes down to one critical factor: the hook. The hook is the moment in an ad that grabs attention and compels viewers to stop scrolling and engage. It sounds simple, but creating a strong hook is one of the biggest challenges brands face.

The good news is that 15% of digital ads are doing just this. Using creative effectiveness data from System1’s Test Your Ad Platform, over 12,000 real TikTok users evaluated TikTok ads to identify which creative features most effectively captured attention. The most successful ads embraced the unique qualities of digital platforms like TikTok. They delivered early emotional cues, strong visual impact, and relevant content that grabs attention instantly and keeps audiences engaged. These ads are not just designed to be seen; they are designed to connect.

What Does the “Hook” Look Like?

So, what separates the digital ads that break through from those that vanish in a swipe?

System1’s analysis points to two standout qualities in the top-performing 15%: storytelling and familiarity. These are not just creative preferences; they are strategic advantages. Ads that scored highest for attention also triggered the strongest emotional responses, particularly happiness and surprise. And the common thread? Stories that resonate, and elements audiences already recognise and trust.

Very.co.uk is a standout example. Its Pink Flamingo flock is more than a creative flourish; it is a distinctive brand asset used consistently across channels, including digital. By tapping into trending audio, echoing the TV campaign and building on an already familiar character, the ad not only grabbed attention but held it. It achieved a 77% two-second brand recognition rate, 36% above the TikTok average. It is playful, recognisable and powerfully effective.

Amazon’s “Moving Day” tells a quieter story, but one just as compelling. A young boy moves house and learns to adapt, trading his skateboard for a surfboard. The emotional arc is clear, relatable and tightly told. But it is the brand consistency across tone, message and format that builds familiarity and delivers standout results in brand recognition.

In both cases, the lesson is clear: attention is not earned through novelty alone. It is secured through emotional storytelling and the reassuring power of consistency. In a space where brands often chase the next big thing, the smartest ones are building on what their audiences already love.

Unlock More Effectiveness Insights

The first look at System1 and TikTok’s research is now available to download. Discover strategies for stopping the scroll, along with key insights into how to entertain, how to brand effectively in digital environments, and what the ideal ad length looks like.

Download the report here and Create with Confidence on digital!