Content of a deliberately fun nature is what connects best with the user on TikTok (followed by tutorials and the combination of music and dance).
Over the past year, spurred on by the pandemic, TikTok’s popularity has reached unimagined heights. However, when the end of the coronavirus seems imminent, a question inevitably arises on the horizon: will TikTok be able to hold its own and continue to attract the attention of a user who will foreseeably have many other leisure opportunities? It looks like it will.
According to a recent study carried out in the UK by MarketingWeek and Attest, 54% of TikTok users say they will maintain their level of intensity of use of this platform over the next six months. And 33% go further and prophesy that they will dive even deeper into TikTok’s choppy waters. Only 13% of users plan to reduce the time they currently spend on this social network.
TikTok is also more than just a platform for having a good time, as it also acts as a compass to help consumers discover new brands. Seventy-nine percent of users say they have discovered new brands with the help of TikTok, while 54% say they have purchased after viewing its products and services on the China-based app.
Although TikTok often claims to be a social network focused first and foremost on Generation Z, 43% of its users are over 26 years old. And in this age group, TikTok’s growth margin is also very high.
Almost 92% of TikTok users over the age of 26 expect to maintain or increase their time using the platform in the coming months. This percentage drops to 84% in the 18-25 age group.
Humor is new weapon of the brands to win over users
Both users under and over the age of 26 agree that TikTok helps them discover new brands, but the younger group seems to have a higher engagement rate. More than 59% of users aged 18 to 25 say they follow brands on TikTok and the same percentage say they have purchased a brand after learning about its products and services through the social network.
The proportion of users over the age of 26 who follow brands on TikTok is 54% and only 46% have bothered to make a purchase.
If we look at the gender of users, women (62%) are more likely than men (52%) to follow brands on TikTok. And the gap is even wider when purchases are involved (65.5% vs. 41%).
As for the content generated by brands on TikTok that most appeals to the user on this platform, the content of a fun nature stands out overwhelmingly. 74% of centennials and 72% of young people over 26 agree that the brand-generated content they most like to see on TikTok is content directly related to fun.
The next most popular type of content is tutorials, which 46% of 18-25-year-olds and 44% of 26+-year-olds choose.
Forty-one percent of users over 26 also like to see brands singing and dancing on TikTok. This percentage drops, however, to 36.5% in the case of 18-25 year-olds.
Other types of content that are popular on TikTok include educational content, which is liked by 38% of those aged 26 and over and 35% of the youngest. Collaborations with influencers are also quite popular, particularly among young people belonging to Generation Z (33%), but not so much among those over 26 years of age. And 29% of users in both age groups also find hashtag challenges attractive.
The type of content that is least attractive to TikTok users is live broadcasts, which only 16.5% of centennials have an eye for, but which attract slightly more attention from those aged 26 and over (25%).
