Re-contact
How this study was done
BACKGROUND/RATIONALE
I. 23 custom made TikTok questions - to understand usage of the platform in comparison with other platforms (Facebook, Instagram, Snapchat & YouTube). How often, how much time, activities (frequency), attitudes towards advertising, social search, multiscreen activities, inspiration, influencers, interests and correlation to advertising, attitudes to advertising per product groups.
II. To get deeper audience insights through CCS base. Demographics, Employment/Income, Media consumption, Life statements, Attitudes, Interests, Passions, Hobbies, Motivations, Gaming, Technology, Shopping, Travel etcetera.
III. Enabling access to TikTok re-contact study (through Dentsu analytical & planning tools) for Client Leads at Dentsu.
RE-CONTACT CCS STUDY
Method: CAWI (Computer Assisted Web Interviews)
Target Audience: Adults aged 18-65
Field work period: Week 3-7 2024
Sample size: 2 500 interviews
Interview length: 20 minutes
What we will look at today
USER BEHAVIOUR ATTITUDES VERTICALS
Executive Summary – Our story about TikTok
STUDY SCOPE
Daily users:
- Daily users are in focus. To find insights, patterns and possibilities with those we can reach daily and build frequency on. It is crucial for contact continuity with brands.
USER BEHAVIOUR
Adults:
- Our CCS Re-Contact is conducted on adults aged 18-65. Showing the possibilities for brands to reach across several age groups. TikTok excels as a commercial choice for target groups up to 40 y/o , and is a viable choice up to 50 y/o.
I. Commercial implications II. Engagement & Frequency III. Fully focused entertainment I. Significantly more positive II. “Doesn’t feel like advertising” III. Creators are an integral part
I. Performs in every Vertical
II. Elevates advertiser's message
The set of actions & patterns users are demonstrating when using the platforms
USER BEHAVIOUR
TikTok is the leading entertainment platform, all the way from frequency of usage to integrating time on the platform with the rest of users’ life and their relationship with others
The most frequently opened platform for watching videos, with 73% daily usage
Beside YouTube, TikTok users are fully focused when using platform
Furthermore, TikTok is the main tool for exploring new things & then sharing those!
This quality consumption is also commercially viable, leading in building environment for advertisers to excel! PAYING ATTENTION TO COMMERCIAL MESSAGES
REMEMBER COMMERCIAL MESSAGES
Helps to understand how users feel while using the platforms, and even why. Attitudes lead to an understanding and predicting user behaviour.
ATTITUDES
It is clear to see that people LOVE TIKTOK! Q: “I DON'T KNOW WHAT I WOULD DO WITHOUT <PLATFORM>”
% Advertising in the feed is not unfamiliar! Q: “I AM COMFORTABLE WITH ADVERTISING ON
TikTok is the most commercial platform of them all! Platform to learn about new products and services #1 #1
Source for finding information about products Platform that inspires you to buy Platform that makes advertising not feel like advertising #1 #1 *Platform
TikTok has skippable formats, making ads an active choice to consume - Leveraging the true power of choice.
Following creators is a natural part
of TikTok
Following influencers on <platform> is a big part of how I use <platform>
Influencers on <platform> are credible
It happens I buy products/services on influencer's recommendation
It doesn't feel like advertising when influencers recommend a product or service
Verticals constitute major categories or themes on the platform. Vertical content involves the creation of highly relevant messaging for the platform users.
VERTICALS
1.
Paying attention to commercial messages from different VERTICALS
• YouTube is a go-to platform for tech reviews and product comparisons. For TikTok to be at similar levels and above is a huge development.
REMEMBER commercial messages from different VERTICALS
• Snapchat and TikTok have a younger audience, but we see difference in how daily users remember commercial messages
Search for more info/trial about commercial messages from different VERTICALS
• TikTok outperforms all platforms when it comes to an active search for more info/trial.
• This is where we see one of the biggest differentiators of TikTok as a platform.
Key Takeaways
TOPICS
OF INTEREST ON THE <Platform> RELEVANCE AND SHOWN INTEREST ACTION
• TikTok daily users show greater interest in every topic listed in the survey compared to the platform average.
This applies especially to Shopping, Music, Food/Drinks, Entertainment & Beauty.
• TikTok daily users pay attention to commercial messages to the higher degree compared to the platform average.
Attention is highest on Food/ Drinks, Travel/Vacation and Fashion/Clothing.
• TikTok daily users SEARCH FOR MORE INFO/TRIAL to the higher degree compared to the platform average. Especially for Food/Drink, Fashion/Clothing and DIY.
TikTok in numbers
Say the main reason to be on TikTok is to be entertained, opening a whole new world for brands to entertain and inform their audience.
More daily users are fully focused when using TikTok compared to the platform average. +62% 50% 62% 35%
Is the difference in how much TikTok inspires you to search for new content compared to other social platforms.
More follows or likes brands on TikTok compared to other social platforms. This is the place for advertisers to reach out!
Based on this study of daily users there are some clear takeouts worth emphasizing.
Conclusions:
Based on this study of daily users there are some clear takeouts worth emphasizing.
Conclusions:
01
ENTERTAINMENT
PLATFORM
• Not a social platform – an entertainment platform with social capabilities.
• Always the user in focus
CREATORS 02
• Designed around users consuming but also creating.
• Advertising, especially using creators is very much inline with the content
03
SOCIAL SEARCH
04
RELEVANCE
• Dominance in Social Search because TikTok truly is a entertainment platform.
• A source for inspiration and everyday value.
• Consumption exists in 3 different generations.
• Adopted a new way of consuming content, integrated UGC (user generated content) and commercial messages in symbiosis.
Based on this study of daily users there are some clear takeouts worth emphasizing.
Conclusions:
ENTERTAINMENT PLATFORM
TikTok is not a social platform but rather an entertainment platform with social capabilities. We have the users in focus, always optimizing to feed relevant content to create a lasting and relevant place to be.
CREATORS
TikTok is built for and on users’ terms, designed around users consuming but also creating. When anyone can become a creator, commercial messages especially using creators are very much inline with the feed. The skippable ad format ensures users are interested in what is said and not just forced to endure.
SOCIAL SEARCH
TikTok's dominance in Social Search is a consequence of it truly being an entertainment platform with social components and not a social platform. Built to add value for users by letting TikTok be a source for inspiration and supply everyday value.
RELEVANCE
TikTok is no longer a platform just for "kids". Consumption exists in 3 different generations, which all have adopted a new way of consuming content and accepted the integrated way of consuming UGC (user generated content) and commercial messages in symbiosis.