FMCG
FMCG TikTok Wave: Reach Efficiency vs Paid Social
How a packaged goods brand benchmarked creator CPM against paid social and scaled the winning creators.
-28%
CPM vs standard display
3.4x
higher video completion rate
30%
of display spend moved to creators
How a packaged goods brand benchmarked creator CPM against paid social and scaled the winning creators.
Setting the benchmark
A major packaged consumer goods brand needed to evaluate the cost-efficiency of creator-produced content on TikTok compared to their standard paid programmatic and social media display advertising campaigns.
Test setup and execution
Inmind designed a controlled reach efficiency test, contracting 6 creators to produce platform-native recipe and lifestyle videos. We tracked organic CPM, watch-time retention, and cost-per-engagement, then converted the top-performing organic assets into TikTok Spark Ads for paid amplification.
Key learnings and scaling
The test demonstrated that combining creator-produced UGC with Spark Ads delivered a 28% lower CPM and a 3.4x higher video completion rate than standard display ads. These insights led to a revised budget allocation, shifting 30% of paid social display spend directly into creator amplification pools.
