EntertainmentTime properly spent: TikTok ushers in a brand new...

Time properly spent: TikTok ushers in a brand new period of leisure


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Multiple billion folks world wide now go to TikTok each month to be entertained as they be taught, snigger, or uncover one thing new. However they aren’t simply leaping on throughout 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 lively customers, persons 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 had been happiness, pleasure and creativity [1]. These constructive vibes reiterated what TikTok’s ‘2021 Viewers Analysis’ revealed – shoppers really feel 14% happier throughout and after utilizing TikTok vs earlier than opening the app [2].

When requested how they prefer to spend their time on TikTok, 76% of respondents mentioned watching movies, 33% comply with creators and 29% find out about new recipes, DIY initiatives or present occasions and developments. With over 195 billion views, #LearnonTikTok is without doubt one of the hottest hashtags on the platform and it’s this type of entertaining, informative content material that retains customers coming again – with 82% admitting they’ll proceed to make use of TikTok the identical quantity or extra over the following six months.

“TikTok is all about discovery, and it doesn’t take lengthy to know what every consumer likes to observe,” 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 newbie knitting fanatic, earlier than you realize it your For You Web page will likely be stuffed with movies of surfers tackling the most important waves and tutorials on methods to knit your self a cardigan for winter. And since the content material on a consumer’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 exhibiting customers content material that makes them completely satisfied. When they’re shopping 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 pals (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 group on the coronary heart of TikTok, customers typically discover themselves having fun with the app with pals or household. Whereas 71% watch movies alone, 67% share movies past the platform. In relation to creating content material, TikTok customers typically name on their pals to become involved too. It’s this sense of belonging and group that helps developments 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 client determination journey

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

TikTok’s place within the client determination journey can’t be missed. By getting concerned in developments, speaking about their enterprise and discussing the advantages of their merchandise relatively than simply asking folks 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 group, keep in mind that they’re right here in search of pleasure, happiness and creativity,” says Sita-Lumsden. “Faucet into that by getting concerned in developments, chatting to customers within the feedback and being genuine. If you happen to’re doing that, folks will stick round to search out out extra about your model.”

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

1. TikTok Advertising Science World Time Properly Spent analysis (EU 5 Outcomes) 2021 performed by Kantar
2. TikTok Advertising 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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