Are you able to quantify authenticity and pleasure, and the way, precisely, would you measure that, when it comes to a social community?
That’s what TikTok has sought to find out with its latest study, partnering with Nielsen to glean extra perception into how TikTok makes customers really feel, and what really differentiates the app from the competitors.
Nielsen carried out interviews with over 8,000 TikTok customers from all over the world to get their ideas on numerous points of the in-app expertise, together with their notion of TikTok content material, and advertisements, which showcases some key tendencies which have probably helped to propel the platform’s large progress.
As defined by TikTok:
“Nielsen’s examine exhibits customers across the globe discover TikTok content material to be genuine, real, unfiltered and trendsetting. On the similar time, when trying particularly at promoting content material, customers nonetheless related phrases equivalent to genuine and real, whereas including trustworthy, actual, distinctive and enjoyable.”
Which is fascinating, and sure displays the distinctive nature of TikTok advert campaigns, which, typically, search to align with natural content material approaches to keep away from customers skipping previous.
However the general findings do underline the enjoyment of the app, and normal positivity, which, particularly given recent reports, will not be as current in different apps.
Among the many key findings:
“Globally, a mean of 53% of TikTok customers say they belief others to be their actual selves on TikTok.”
That’s virtually a direct distinction to more moderen revelations about Instagram, which some research have proven can have a negative impact on self-perception on account of perceived stress for perfection and recognition. Possibly, then, TikTok offers an antidote of kinds on this respect, placing extra deal with the lighter facet of life, versus portraying an unrealistic picture of your self.
Additional to this, the examine additionally discovered that:
“Globally, a mean of 31% of TikTok customers included “lifting my spirits” as one of many high three causes for returning to the TikTok platform many times.”
The short-form video method lends itself to extra light-hearted, comedic takes, versus aspirational depictions, and that realness, no less than primarily based on these findings, may very well make it a extra welcoming, open atmosphere for connection, and positivity, which we may all use extra of amid the continuing pandemic
“Globally, a mean of 59% of TikTok customers really feel a way of neighborhood when they’re on TikTok, whereas 77% of TikTok customers say TikTok is a spot the place folks can categorical themselves brazenly.”
That does really feel just like the broader ethos of the app, in that the extra reasonable views and home windows into folks’s lives have a good time the commonalities that we are able to all relate to, versus customers making an attempt to set themselves aside by being ‘higher’ or higher trying than their contemporaries. TikTok clips invite participation, and have a good time commonalities, each of which play a key function in its attraction, and might be an antidote, in some methods, to what social platforms typically have change into, with respect to their performative, typically egocentric, depictions.
“Globally, a mean of 77% of TikTok customers say they learn the feedback on the posts and movies on TikTok.”
There are some fascinating notes right here, which do underline a few of the key attraction factors of the app, and level to why TikTok has been in a position to achieve such traction within the area. Possibly, over time, social media has change into extra of a contest, extra of an area to compete and exhibit your highlights, which, in flip, has made it much less welcoming, particularly for people who find themselves merely trying to join.
Possibly that’s why TikTok has such attraction, as a result of it showcases extra of the issues that join us, versus folks making an attempt to set themselves aside.
It’s an fascinating consideration – you may try TikTok’s full examine report with extra insights here.