TikTok arrived on the scene just a few years ago and has shaken the performance media landscape. Over two billion downloads and one billion active users later, TikTok’s content-sharing and delivery platform continues to connect people worldwide. It’s a place to make each other laugh, dance to a new tune, learn something new, and discover the hottest trends and places to explore.
We surveyed 1,000 TikTok users throughout the United States to find out what they want, and are using TikTok for. This report is a snapshot of how users engage with the platform, with findings on how people use TikTok for discovering new things, ad stickiness, purchase intent, and news consumption.
The findings from this report will help marketers better understand the users’ habits on the platform to hone their campaigns.
Advertising on TikTok is centered around authenticity and what tends to work best is ads that are platform-native or, as TikTok says, ‘Don’t Make Ads, Make TikToks.’ This is part of the genius and appeal of the platform for brands. You don’t need massive production budgets to create a highly-impactful ad. Linking up with content creators that resonate with your brand and allowing them to guide you on what works best for their audience is usually the best approach.
Dane Buchanan
Chief Data Officer
Key Takeaways
- TikTok users are anything but casual. 56% of users say they’re on the platform at least once per day.
- TikTok for discovery, over half of TikTok users say they favor the platform over all others for discovery.
- TikTok as a news source, TikTok is viewed as a primary news source for many, and most users trust what they see.
Creatives
Highlights
90% of millennials, 80% of boomers, and 85% of Gen X say authenticity is an important factor when deciding which brands they like to support.
The report showed that more than half of TikTok users say they favor the platform over others for discovery.
TikTok’s audience is growing larger and more diverse, making it a vital marketing opportunity for brands of all stripes.
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