Paid content on TikTok driving brand trust, loyalty
Luxury Daily
15 Jan 2024
A new report finds that 31 percent of viewers are more likely to stick with a brand after seeing an ad on TikTok.
Now live, the short-form video platform’s What's Next 2024 Trend Report aims to provide professionals with insights on its user base, and shifts in its “wants and needs in order to shape the year ahead.” Among other learnings, the company's fourth annual trend forecast advises that marketers move away from aspirational still imagery toward authentic displays in digital content to deepen bonds with audiences moving forward.
"2023 has seen our TikTok community of over 1 billion people regularly coming to TikTok to find community, surprise and delight,” said Sofia Hernandez, global head of business marketing for TikTok, in a statement.
“In an era where storytelling has become predictable, TikTok showcases creativity without a typical beginning, middle or end,” she said. “In 2024 we're going to see the TikTok community build on this in ways we've never seen before.
“Fueled by a blend of curiosity, imagination, vulnerability and courage - creative bravery will be infused into our daily lives."
For the report, the platform supports findings with data from the Global TikTok Marketing Science team that it says was gathered across multiple third-party commissioned research studies utilizing mixed methods approaches often including quantitative online surveys, exposure to stimuli in a mock TikTok environment and/or advanced analytics. Studies compiled from 2022 and 2023 are primarily used.
Up next
The What's Next 2024 Trend Report expands upon the ways in which brands can employ smart long-term content strategies.
Driven by what it calls “Trend Signals,” defined as content patterns that show emerging behaviors and interests on the site, one area of analysis involves building trust.
In the face of increasing demand for transparency coming from today’s consumers, many luxury players are looking to bridge the gap with conversation starters that lead to further engagement and conversion. Advertisements placed on TikTok are helping drive impact here.
