TikTok's new research report, developed with Magna, emphasizes the significance of 'tentpole' events in brand marketing strategies. These events, such as major sports tournaments or cultural celebrations, provide a unique opportunity for brands to engage consumers by aligning their products with trending topics. Unlike traditional media, TikTok offers a platform where audiences Not only observe but also interact and generate discussion around these events, making it an ideal setting for brands aiming to connect with the evolving media consumption patterns of their target audiences.
On TikTok, people don't just watch moments - they proactively shape them, creating their own takes, remixing trends, sharing reactions, and, of course, shopping for the event. And unlike traditional platforms, these conversations can start weeks before, reach new heights during, and sustain long after the moment has passed.
41% of people who regularly follow major tentpole events on [TikTok] were TV's hardest to reach: light and non-TV streamers. Why? Because, while TV showed what happened, TikTok was the epicenter of the conversation - inviting both users and brands to be a part of it all.
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