Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "tiktok"
- As compelling and absorbing for users, especially younger ones, as it is controversial among policymakers, TikTok witnessed some of the most creative uses of media last cycle. But did it matter? How did TikTok impact recognition, persuasion, and GOTV? How did campaigns rise to the challenge of connecting with younger voters and creating an authentic voice? And how do you stay true both to the ethos of the platform and the principles of your candidate? The DGA is one of the largest Democratic political accounts on TikTok. Digital Director Laura Carlson, Social Media Manager Emma Stein, and Creative Assistant Jacqueline Zegler of the Democratic Governors Association highlight the best uses of TikTok from recent campaigns and will set expectations for what TikTok can and can't do.
- More than half (56%) of TikTok users said they have bought a product promoted on TikTok.
- No, not that kind of "short," but the kind of short-form video ad formats popularized by TikTok and gaining traction with YouTube and Meta, GroupM and Horizon execs tell Wall Street analysts.
- YouTube still dominates, but TikTok's influence with kids is gaining both in viewing time and advertising impacts, study finds.
- About half of TikTok marketers said they plan to spend more money on the platform this year.
- TikTok was third in total ad spend -- but it slowed in November, while Facebook rebounded. Shopify revenue declined during the holidays in the food, beverage and wellness categories. according to research by Ampla Technologies.
- Instagram, TikTok and Spotify all joined the top 100 "most connected" U.S. brands this year, according to an annual study released by Opinium this morning.
- TikTok is projected to increase its share of global online video ad revenues from 15% to 24%, and its Chinese Byte Dance-owned sibling app Douyin is projected to up its share from 7% to 14%.
- Separately, in a test, Shorts beat TikTok, Instagram Reels and Pinterest Ideas at driving traffic to a B2B website.
- Some TikTok users feel inspired to spend more to visit restaurants they see on the video-sharing platform.
- TikTok bumps Netflix to #2, YouTube still #1.
- Insider Intelligence believes search media is the channel least likely to see budget cuts, while CTV, digital video and linear TV will be the most vulnerable.
- YouTube handily beats TikTok, at 95% and 67%, respectively.
- Influencers with engagement rates of more than 20% make up a tenth of the creators on the social video app.
- The social video app helped sports-related content to expand its global distribution.
- Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
- The social video app continued to grow amid a shift in media consumption habits among younger consumers worldwide.
- New streamers Paramount+ and HBO Max saw large gains in purchase consideration intent in a year that saw muted growth on that indicator, due to the pandemic dynamics, reports Morning Consult.
- Brand Keys research shows massive shift in how consumers arrive at brand loyalty, with decisions based more on emotions than rational consideration.
- With 75% of all consumers watching videos on mute throughout the day, captions have become an integral part of processing video content across all platforms -- TV, movies and mobile.
- But consumers in five other countries now use apps for at least five hours per day, reports App Annie.
- The delay of Instagram's app for kids highlights a need for tighter laws. The U.K. leads the U.S. in this area, introducing a new code earlier this year, the Age Appropriate Design Code.
- Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy," "relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
- Organized by the frequency of accessing their Marketing APIs and size of bandwidth needed to run applications and reports, Facebook, Google, Instagram, Salesforce, Snapchat, TikTok and Twitter are among the most utilized by advertisers and agencies, and Pinterest, not so much. This unusual view, compiled by "Research Intelligencer" from marketing technology development ops provider Rivery's just-released "Marketing API Benchmark" report for 2021, is a unique way of visualizing the resources the major digital marketing and technology platforms require of Madison Avenue.
- Shopify on Tuesday introduced tabs on TikTok to help creators and merchants sell on the platform through TikTok Shopping.
- A study of local ad agencies across the country by Borrell Associates found that 17% are now using TikTok -- "more than double" what Borrell found in its survey six months ago.
- While Google and Facebook remain the world's biggest advertising behemoths, four of China's media companies now rank among the world's top 10, including TikTok owner Bytedance, which barely even existed just a few years ago.
- Among mobile consumers ages 18-24, 68% shop on mobile up to four times weekly and 86% use mobile as a gaming platform, according to Tapjoy research released today.
- The sheltering-at-home lifestyle saw consumers watching more video than ever before, including expanding their viewing habits to new platforms like TikTok. Direct-to-consumer contact lens brand, Hubble Contacts, decided they didn't want to be beholding to just FaceBook and took advantage of the new trend. Hubble's Senior Marketing & Creative Director, Dan Rosen, shares how he tested the short-form mobile video platform and discovered a new audience, success and scale.
- In its debut in a highly regarded study of Americans' social media platform usage, TikTok ranks just behind Snapchat and Twitter, and well ahead of the far more established Reddit as a social media destination U.S. adults say they use. That's one of the top-line findings from the just-released 2021 edition of a periodic study of America's social media preferences and habits.
