Time well spent: TikTok ushers in a new era of entertainment

Multiple billion individuals all over the world now go to TikTok each month to be entertained as they be taught, snort, or uncover one thing new. However they aren’t simply leaping on in the course of the half-time advert break. TikTok has ushered in a brand new period for leisure, and customers are forgoing different types of leisure to spend time on TikTok.

These findings come from TikTok’s ‘Time Properly Spent’ analysis, performed with Kantar. It discovered that amongst TikTok’s multiple billion month-to-month energetic customers, individuals are coming onto the platform with 4 mindsets which differentiate the app from different platforms: leisure, participation, uplift and discovery.

Moreover, the highest three constructive emotions related to TikTok have been happiness, pleasure and creativity [1]. These constructive vibes reiterated what TikTok’s ‘2021 Viewers Analysis’ revealed – customers really feel 14% happier throughout and after utilizing TikTok vs earlier than opening the app [2].

When requested how they wish to spend their time on TikTok, 76% of respondents mentioned watching movies, 33% observe creators and 29% study new recipes, DIY tasks or present occasions and tendencies. With over 195 billion views, #LearnonTikTok is among the hottest hashtags on the platform and it’s this sort of entertaining, informative content material that retains customers coming again – with 82% admitting they may proceed to make use of TikTok the identical quantity or extra over the subsequent six months.

“TikTok is all about discovery, and it doesn’t take lengthy to grasp what every person likes to look at,” says Isobel Sita-Lumsden, head of B2B advertising and marketing Europe at TikTok. “So when you’re a fan of browsing movies and are an novice knitting fanatic, earlier than it your For You Web page will probably be filled with movies of surfers tackling the most important waves and tutorials on tips on how to knit your self a cardigan for winter. And since the content material on a person’s For You Web page is tailor-made to their likes and pursuits, they benefit from the time they spend on the app.”

Multi-screening is a factor of the previous

The analysis highlighted how TikTok evokes pleasure by displaying customers content material that makes them comfortable. When they’re searching their For You Web page, 94% of TikTokers take motion, whether or not it’s liking or commenting on a video (53%), sending a video to mates (47%) or researching/shopping for a product they’ve seen marketed (25%). This occurs as a result of customers are engaged; 41% agree that they pay full consideration when utilizing TikTok, in comparison with 32% on social platforms, making multi-screening a factor of the previous [1].

With neighborhood on the coronary heart of TikTok, customers usually discover themselves having fun with the app with mates or household. Whereas 71% watch movies alone, 67% share movies past the platform. In the case of creating content material, TikTok customers usually name on their mates to become involved too. It’s this sense of belonging and neighborhood that helps tendencies thrive on TikTok. #EduTok has achieved over 138 billion views since its inception, #EasyRecipe has amassed over 11 billion views and #TikTokMadeMeBuyIt has greater than 6 billion views.

Cementing its place within the shopper choice journey

With no second display to distract them, TikTok customers will hearken to and take discover of content material they’re serious about. And this goes for adverts too. 54% of customers recall branded content material on the platform [2].

TikTok’s place within the shopper choice journey can’t be missed. By getting concerned in tendencies, speaking about their enterprise and discussing the advantages of their merchandise slightly than simply asking individuals to go to their web site and purchase, manufacturers are discovering success. And since 67% of TikTokers share movies, branded content material can dwell past TikTok.

“For manufacturers seeking to interact with the TikTok neighborhood, do not forget that they’re right here in search of pleasure, happiness and creativity,” says Sita-Lumsden. “Faucet into that by getting concerned in tendencies, chatting to customers within the feedback and being genuine. If you happen to’re doing that, individuals will stick round to search out out extra about your model.”

For extra data on how manufacturers can authentically generate TikTok content material, click on here.

1. TikTok Advertising and marketing Science World Time Properly Spent analysis (EU 5 Outcomes) 2021 performed by Kantar
2. TikTok Advertising and marketing Science Understanding EU TikTok Viewers Analysis 2021 performed by Clear M&C Saatchi
The video on this article is a part of TikTok For You: Actual Pleasure, a wider exploration of authenticity on TikTok.

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