TikTok has shared insights on how brands can leverage cultural events to create lasting connections through dynamic, authentic content.

Insights:

• 66% of social and video platform users consider TikTok content culturally relevant
• According to a new research study conducted by MAGNA, 41% of people who regularly follow major tentpole events on TikTok were TV's hardest to reach. Because, while TV showed what happened, TikTok was the epicentre of the conversation.

Tips:

Brands should plan early to make every moment count and set themselves up for greater reach, stronger engagement, and lasting impact.

• TikTok users are 1.64x more likely to first hear about tentpole events on TikTok (vs other platforms and channels), according to the MAGNA study.
• Brands should align creative and media strategies so their messaging feels seamless, relevant, and ready to engage audiences at the right time.
• They should extend the moment beyond the event by planning follow-up campaigns that keep the momentum going.

How TikTok helps brands own the moment:

TikTok offers a suite of solutions that helps brands seamlessly integrate into the moments that matter most.

TopView

• Brands can ensure they are top of mind as the conversation unfolds with TopView, TikTok's biggest billboard, appearing the moment users open the app.
• It's the perfect way to build awareness ahead of a key moment.
• When launched during moments, brands using TopView saw a +30% increase in unaided recall and a +47% increase in aided recall in brand or product mentions.

TikTok Pulse suite

• The TikTok Pulse suite places brands alongside top trending content with flexibility, precision, and control.
• Pulse Premiere ensures brand-safe placement next to premium publisher content tied to key moments, like the Big Game or Spring College Basketball Tournament.
• Advertisers who launched creative with Pulse Premiere during an aligned moment saw an +8% increase in overall favourability versus control.
• Pulse Lineup aligns brands with top-trending user-generated content in specific categories like sports, fashion, or entertainment, helping them sustain hyper-relevance at key times in the year.
• Pulse Lineup ads that ran next to sports and recreation content in July and August 2024 were 259x more likely to appear adjacent to top trending #USATeam videos than other ads.

For more information, visit tiktok.com.