New research from TikTok‘s Marketing Science team shows measurable benefits for companies that maintain consistent community engagement over traditional campaign-based approaches. This and other findings form part of the many significant changes that the study sees will impact brands and consumers.
Source: TikTok
Trust Development Through Community Interaction
“It’s not magic, it’s chemistry,” states the report, introducing what TikTok terms “Brand Chem” – a methodology focusing on “a balance of listening, adapting, and transforming.”
The platform’s “What’s Next 2025” report finds that 45% of social media users consider brands relevant when they demonstrate an understanding of consumer needs, while 40% of TikTok users view brands that showcase personality through content as more relevant to them.
According to Global Head of Business Marketing at TikTok, Sofia Hernandez: “The creative storytelling opportunities on TikTok are endless, and this next year will bring the TikTok community even closer together.”
Marketing Budget Evolution
Research conducted by WARC in August 2024 across the United States, United Kingdom, and Australia reveals that traditional marketing budget structures are becoming obsolete.
The study indicates that the conventional 70/20/10 marketing allocation model struggles to “influence at the pace content creation and expectations are happening.”
The research shows that brands expanding their creator pools, sometimes by as much as 50%, demonstrate improved impact at scale. This approach aligns with consumer preferences, as two out of three TikTok users respond positively to brands partnering with varied creators.
Content Strategy Impact on Consumer Trust
The report presents several key metrics regarding content strategy effectiveness:
76% of platform users prefer seeing a mix of images and video content
68% of users believe brands should utilize comment sections to better understand their consumers
81% of social platform users report discovering new topics and trends through the platform
TikTok users are 1.4 times more likely than other platform users to express excitement about seeing generative AI used in advertisements
Feedback Integration in Product Development
Dr. Marcus Collins, Author & Professor at the University of Michigan, emphasizes in the report: “To understand the dynamics of identity, we must see people beyond the demographical labels we assign them and view them as the social animals that we are—constantly negotiating and constructing our expression of self.”
Case studies within the report demonstrate measurable success when implementing direct consumer feedback:
Western Union achieved 70% lower cost per install and 2.9 times better conversion rates using community feedback
Meoky reported a 1.8 times higher number of purchases and a 13% higher return on ad spend after implementing feedback-driven content variations
72% of women on TikTok report finding it easy to connect and bond around shared life experiences on the platform
Source: TikTok
Research Methodology and Global Reach
The research methodology underlying these findings represents a comprehensive global effort spanning 2022 to 2024. TikTok’s Marketing Science team employed multiple research approaches, combining 20-minute quantitative surveys of adult social media users with exposure testing in simulated TikTok environments.
The studies, which incorporated advanced behavioral analytics and expert interviews, covered major markets across three continents: North America, Europe, and Asia.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
New research from TikTok‘s Marketing Science team shows measurable benefits for companies that maintain consistent community engagement over traditional campaign-based approaches. This and other findings form part of the many significant changes that the study sees will impact brands and consumers.
Source: TikTok
Trust Development Through Community Interaction
“It’s not magic, it’s chemistry,” states the report, introducing what TikTok terms “Brand Chem” – a methodology focusing on “a balance of listening, adapting, and transforming.”
The platform’s “What’s Next 2025” report finds that 45% of social media users consider brands relevant when they demonstrate an understanding of consumer needs, while 40% of TikTok users view brands that showcase personality through content as more relevant to them.
According to Global Head of Business Marketing at TikTok, Sofia Hernandez: “The creative storytelling opportunities on TikTok are endless, and this next year will bring the TikTok community even closer together.”
Marketing Budget Evolution
Research conducted by WARC in August 2024 across the United States, United Kingdom, and Australia reveals that traditional marketing budget structures are becoming obsolete.
The study indicates that the conventional 70/20/10 marketing allocation model struggles to “influence at the pace content creation and expectations are happening.”
The research shows that brands expanding their creator pools, sometimes by as much as 50%, demonstrate improved impact at scale. This approach aligns with consumer preferences, as two out of three TikTok users respond positively to brands partnering with varied creators.
Content Strategy Impact on Consumer Trust
The report presents several key metrics regarding content strategy effectiveness:
Feedback Integration in Product Development
Dr. Marcus Collins, Author & Professor at the University of Michigan, emphasizes in the report: “To understand the dynamics of identity, we must see people beyond the demographical labels we assign them and view them as the social animals that we are—constantly negotiating and constructing our expression of self.”
Case studies within the report demonstrate measurable success when implementing direct consumer feedback:
Source: TikTok
Research Methodology and Global Reach
The research methodology underlying these findings represents a comprehensive global effort spanning 2022 to 2024. TikTok’s Marketing Science team employed multiple research approaches, combining 20-minute quantitative surveys of adult social media users with exposure testing in simulated TikTok environments.
The studies, which incorporated advanced behavioral analytics and expert interviews, covered major markets across three continents: North America, Europe, and Asia.
The full report is available here.