There’s no denying that TikTok is the most popular app ever, with over a billion people now logging in every month and scrolling through a seemingly endless stream of short clips that are algorithmically fine-tuned to meet their interests. In turn, this has also brought advertiser interest, which, according to the latest Kantar ‘Media Reactions’ survey, TikTok is now considered to be the most innovative global media brand among media buyers around the world.
TikTok Ad-Infinitum
The study, which incorporates responses from over 18k consumers and around 900 senior marketers also found that consumers denote TikTok ads as being the ‘most fun and entertaining’ ad type. TikTok has also managed to increase its overall trust score among marketers.
“This is significant because while marketer trust increased for TikTok, it decreased across the board for other media brands. As we adapt to a changing media landscape, we’ll continue to build trust with marketers with our dedicated trust & safety team. Through further brand safety initiatives and campaigns, we’re committed to ensuring an advertising experience that you not only can trust but also drives actionable results for your brand.”
TikTok has provided an overview of the findings and what they mean for advertisers in this nice, new infographic. Fortunately, it’s a short overview, but it still shares some potentially valuable considerations for your TikTok marketing strategy.
The first portion serves as an introduction and grounds TikTok’s internal findings, laying the context for the rest of the overview. Although it doesn’t explicitly state the impact of TikTok ads, it subtly alludes to it, making sound like an even more convincing option. The infographic itself is basically just a synthesis of Kantar’s survey, better translating the results into more coherent applications for use with the app. For example, one of the key takeaways mentioned is how TikTok was the only brand to increase its trust scores among marketers – this header alone is enough to catch attention, but TikTok proceeds to provide a quick explanation behind it, stating how it manages to continue improving trust even amidst a generally untrustworthy environment. Not only does this perk up the ears of marketers, but trust is a very important element for consumers and is oftentimes a major factor in their decision to support a brand/company.
The last section looks at ways in which TikTok advertisers and marketers can further refine their approach, urging these actors to make use of TikTok’s community culture and to do collaborations with its creators.
The Wrap
Even under professional and industrial applications, TikTok’s strong affinity with its core element – participation and culture – remains evident. No matter what you decide to do on TikTok, so long as you play to its organic and participatory nature, you’ll likely find success, though the level of that success will be determined by how well you can understand TikTok’s overarching dynamics. Either way, it’s a handy guide that’s worth considering. If you want more in-depth details, you can also check out Kantar’s latest ‘Media Reactions’ survey here.
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