Did you know, the video completion rate (Video Completion Rate) on TikTok is one of the key factors determining advertising effectiveness and optimizing conversion costs? According to TikTok's internal statistics, advertising videos with a Completion Rate above 70% help double the conversion rate compared to the average. This is the “key” to ensure every advertising budget maximizes its value, while also attracting higher quality potential customers.
As a strategic consulting and Digital Marketing solution provider for hundreds of SMEs, DPS.MEDIA affirms: Optimizing Video Completion Rate is not just a technical issue – it is also about content strategy, creativity, and understanding customer behavior on TikTok. Businesses often miss opportunities by focusing only on impressions, forgetting: If customers do not watch the entire video, your message will fade into “oblivion”.
In reality, TikTok prioritizes distributing videos with high Completion Rates, helping you save up to 30% on advertising budgets compared to videos with similar content but lower Completion Rates. Therefore, “pocketing” the way to optimize video completion rate is the secret for every advertising campaign to always achieve optimal performance, reaching the right potential customers and building brand credibility from the very first seconds of exposure.
Content creation mindset that meets the exact needs of TikTok audiences
Create an emotional touchpoint within the first 3 seconds
DPS.MEDIA it is observed that, on TikTok,the first 3 seconds are “golden” to retain viewers. According to research from Harvard Business Review, the human brain decides whether to continue watching or not in the blink of an eye. Therefore, when creating content, focus on:
- An intriguing and impressive opening image (for example: asking the question “What makes people on TikTok unable to look away?”)
- Catchy sounds, trending background music
- Quick transitions, creating visually appealing effects
A typical case study: the young fashion business group of DPS.MEDIA's client increased Video Completion Rate by 38% thanks to just these three factors, 12% higher than the market average (internal data 2024).
“Personalize content for each target group”
According to TikTok Business report, segmenting content to suit each age group and interest helps Video Completion Rate average increase of 191%. The DPS.MEDIA team has actually tested:
| Audience | Main message | Completion Rate Results |
|---|---|---|
| GenZ (18-24) | Share trends, humorous quick tips | 41% |
| Millennials (25-34) | Inspirational stories, strong call-to-action | 35% |
This proves that content quality does not lie in mass appeal, but in hitting the right “pain points” and desires of each audience group.
The art of open endings and smart CTAs
DPS.MEDIA recommends using open-ended techniques and calls to action (CTA) decisively. Instead of ending the video with static information, ask questions to spark discussion, or invite viewers to guess the answer or share their feelings. In practice, these types of videos not only keep viewers watching until the end, but also encourage them to actively interact – “triggering the algorithm” so TikTok prioritizes distribution even more.
Optimize the opening to retain viewers from the very first second
Make a strong impression within just the first 3 seconds
According to research from Harvard Business Review, viewers spend only about the first 3 seconds to decide whether to keep watching or scroll past an ad video on the TikTok platform. DPS.MEDIA encourages SME businesses to take advantage of this “golden moment” by applying visual storytelling principles:
- Unique moving images create immediate curiosity
- Prominent, concise message: Ask a question or make a bold statement in the first frame
- Clear brand recognition: Logo, identity element, or signature sound appears early
Strategy to catch up with emotional needs
According to DPS.MEDIA, the opening content of an effective TikTok ad should not only be visually appealing but also skillfully touch on the emotions or problems that need to be solved of the target customer. A recent study in the Journal of Advertising shows that ads hitting personal “insight” within the first 5 seconds can increase full view rate by up to 281%.
Example from a campaign for an FMCG client executed by DPS.MEDIA: Using close-up facial expressions and the question “Have you ever…?” in the first second, the completion rate increased significantly compared to ads that only introduced the product.
| Optimized opening element | Impact on Completion Rate | Application example |
|---|---|---|
| Attention-grabbing question | +15% | “Have you ever made a mistake choosing a facial cleanser?” |
| Insert a surprising element | +20% | Unique transition effects, unconventional colors |
| Concise call to action | +10% | “Watch till the end to receive a special offer!” |
Combine data and creativity to stand out
A new perspective that DPS.MEDIA found effective is using A/B testing with 3 different opening versions: shocking, humorous, or informative. Businesses need to continuously measure and proactively utilize the “behavior heatmap” to adjust at each campaign stage.
Remember, on TikTok, every first second is a “golden opportunity”, just by fine-tuning the right insight, you can increase customer retention from even the briefest moments.
Combine visual and audio effects to increase appeal
Dynamic effects – the key to grabbing attention in the first 3 seconds
Based on research by Nielsen Norman Group and TikTok for Business, animated visuals and sound play a key role in determining Video Completion Rate (VCR) right from the start of the video. DPS.MEDIA used fast transition techniques, combined with motion typography effects and catchy sounds to increase 35% video completion rate for a Vietnamese cosmetics campaign.
- Prioritize colorful images, smooth transitions, and maintain a pace of 1.5-2 seconds per scene.
- Sound or background music must be in sync with the image rhythm – avoid using boring beats or poorly edited mashups.
- Incorporate trendy effects like glitch, image zoom, and popping text to create a modern feel and enhance visual stimulation.
| Technique | Impact on VCR | Practical example |
|---|---|---|
| Jerky transitions“ | Increase average watch time by 22% | Local Brand fashion promo clip – produced by DPS.MEDIA |
| Carefully selected audio | Boost CTA conversion by 17% | F&B industry case study: Use “pop” sound combined with concise slogan |
| Flexible animated text effects | Brand recall increased by nearly 24% | Witty ad for local milk tea brand |
Master the coordination between visuals and sound – optimize emotional actions
- Tips: Don’t just use effects for aesthetics. Visual and audio effects should “elevate” the message – for example, in the cosmetics case study: a subtle glowing effect when describing bright white skin, combined with a short “bling” sound to create a positive emotional highlight.
- A Harvard Business Review study shows that lack of inspiration synchronization between visuals and background music can reduce video completion rates by up to 31% on short-form platforms like TikTok.
- DPS.MEDIA recommends SMEs closely monitor the metrics of each effect via TikTok Analytics and flexibly adjust for each audience segment.
Coherent video editing strategy for seamless advertising
Optimize editing flow – Keep viewers engaged until the very last second
To maximize TikTok ad video Completion Rate (VCR), coherence in editing is the golden factor. According to research from Harvard Business Review, the human brain only needs less than 3 seconds to decide whether to continue watching an advertisement video or not. DPS.MEDIA finds that Vietnamese SMEs often make common mistakes: illogical content arrangement, overly dense transition effects, or monotonous editing pace, leading to less attractive ads and a sharp decrease in video completion rates.
- Arrange messages along the emotional path: Each shot should be a link connecting the story flow. Do not let scenes feel disconnected or transitions feel forced.
- Maintain a natural editing rhythm: Combine a fast pace at the beginning and “balance” it right after capturing attention, avoiding viewer overload.
- Prioritize visual logic: Chain together visual touchpoints/the “3-layer story” rule recommended by Gartner: Introduction – Development – Clear Ending.
| Method | Description | Practical example |
|---|---|---|
| Reverse editing direction | Lead with the result, then clarify the process | Fashion ads: Show the complete outfit first, then guide on how to mix and match |
| Vertical trend catching | Divide content flow into multiple layers of movement, creating a smooth vertical scrolling effect | Case: Vietnamese cosmetics brand uses Visual Timeline to increase VCR by 221%! |
| Transition with sound | Use beats, music, or sound effects instead of traditional visual effects | SMEs in FnB: Use synchronized sound design, tell stories through the sounds of each dish |
Unique perspective from DPS.MEDIA: Don't hesitate to cut unnecessary scenes, even those that are costly but disrupt the viewer's emotions. Edit videos like telling a real-life story – with highlights, moments to reflect, and always end with an open suggestion. Only then will VCR grow sustainably, strongly supporting brand recognition on TikTok.
Leverage captions, hashtags, and call-to-action to drive action
Create a bond between content and viewer actions
Caption, hashtag, and call-to-action (CTA) not just an accessory but a bridge that convinces users to watch the entire video and truly interact or take the next action. according to a recent study by TikTok For Business 2023 and some digital consumer psychology reports from Nielsen, short caption, rich in suggestion helps increase Completion Rate by up to 181% for SME customer groups, when precisely combined with trending or industry-specific hashtags. DPS.MEDIA once implemented for a local cosmetics brand, applying an emotionally charged CTA like “Discover the secret to beautiful skin below!” which helped increase full video views by 201%, while also driving traffic to the landing page 1.7 times higher than usual.
- Caption: Short, directly related to the content, with an element of surprise or an open question.
- Hashtag: Combine trending hashtags with personal brand hashtags, do not overuse.
- CTA: Place at the end or beginning, use strong & specific verbs, for example “Watch till the end to receive an offer!” or “Tap to get the gift file”.
Reference table: CTA effectiveness based on campaign objectives
| Targets | Appropriate CTA | Actual results (Case DPS.MEDIA) |
|---|---|---|
| Increase video completion | “Watch till the end – surprise at the end of the video!” | Increase Completion Rate by 181% |
| Convert to website | “Click the link – get the offer now!” | Click rate increased 1.7 times |
| Increase brand followers | “Follow to not miss new tips!” | Number of followers increased by 12% each week |
DPS.MEDIA found that optimizing captions + industry-specific hashtags + subtle CTAs is the key to creating a domino effect, helping not only to extend watch time but also to boost video completion rates and conversion rates on TikTok Ads for Vietnamese SMEs.
Track metrics and use A/B testing to improve Completion Rate
Monitor data and how to apply A/B Testing on TikTok Ads
According to DPS.MEDIA, to improve Video Completion Rate on TikTok, tracking user behavior metrics such as full video views, retention rate for each segment, and engagement level is a fundamental foundation that cannot be ignored. Research by Harvard Business Review shows that marketers with meticulous metric monitoring systems improve customer content completion by 30% more than the industry average.
In addition, A/B testing is a modern method that helps SMEs quickly identify which ideas are truly effective on TikTok. For example, in a campaign implemented by DPS.MEDIA for a local cosmetics brand, two video opening versions were used: one started with the question “Have you ever been bored with makeup?” and the other used a quick transformation image of an influencer. As a result, the influencer version had double the Completion Rate, and order conversions also increased by more than 18%.
| Video Version | Completion Rate | Conversion Rate |
|---|---|---|
| Opening Question | 22% | 6% |
| Influencer & Quick Transformation | 46% | 18% |
- Track each stage of the video: Note that viewers often drop off in the first 3 seconds and 60% decide whether to continue watching based only on the first half of the video (Source: TikTok Ads Academy 2024).
- Test only one change at a time: Learning from practical materials, DPS.MEDIA advises SMEs that when A/B Testing one factor (title, image, script, etc.), other factors should remain unchanged to read results accurately.
- Save learnings: All test results should be stored and periodically compared for continuous, long-term optimization instead of just running once and stopping.
DPS.MEDIA's perspective: Using A/B testing is not just about making changes, but also a way for Vietnamese businesses to flexibly adapt and find the ‘golden formula’ for each industry and customer group on TikTok from real data – that is the sustainable competitive advantage.
My journey ahead
Optimizing Video Completion Rate on TikTok Ads is not just a technique, but also an art of concise storytelling that captivates viewers in the very first seconds. Grasping the right customer insights, combined with smart content creation and continuous testing, will help SMEs in Vietnam create more effective and profitable campaigns on this rapidly growing platform.
DPS.MEDIA recognizes that success in TikTok advertising does not come from luck, but from clear strategies, solid data, and relentless creativity. We always accompany small brands to help them maximize the potential of digital marketing in an increasingly competitive environment.
Don't hesitate to start experimenting today — apply the principles you've learned to optimize your video content, monitor the Completion Rate metric, and continuously adjust. If you want to go further, you can explore related metrics such as Engagement rate, CTR, or Conversion Rate for a more comprehensive view of advertising performance.
What challenges are you facing when optimizing TikTok Ads videos? Share your thoughts, ask questions, or contribute your experiences in the comments section below so the DPS.MEDIA community can discuss and learn from each other!
