88% of TikTok users discover new, enjoyable content on the platform while using it.
This article cites a study conducted by TikTok and Nielsen that looked to understand how consumers experience community, positivity and authenticity on the platform. 61% of TikTok users believe ads on the platform are unique as compared to other platforms.
Another 43% of heavy TikTok users feel that ads on TikTok blend well with organic content. Three quarters of respondents surveyed feel inspired, confident and entertained while using the platform.
The report also saw 60% participants feel a sense of community on using the app. Three-quarters of those polled consider TikTok as a place where they can express themselves openly. Further, as compared to other channels, respondents associate the platform with being more authentic, genuine, fun, real, honest and trustworthy.
[3 minute read]