TikTok sees a rise in popularity among both consumers and marketers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2021, 6:00 PM UTC

New features are being introduced to aid social commerce, and creator content could further popularise the app in the coming months.

According to a Kantar survey of 900 marketers and 14,500 consumers across 23 markets, the number of buyers exposed to TikTok ads nearly doubled, from 19% in 2020 to 37% this year. Additionally, consumers said the video-sharing platform delivered the most fun and entertaining ads compared to other social media platforms.

While marketers found TikTok to be the most innovative place for ads, the app is yet to win them over when it comes to trust. Marketers continue to see YouTube, Google, and Facebook are more trustworthy, albeit less innovative. When it comes to ad equity, online and mobile gaming ads were the least popular channel with consumers, according to the report.

Music streaming ads, podcast ads, and streaming services recorded a 3% YoY gain in consumer ad equity. Podcasts overtook influencer marketing as the top online media channel for ad equity.

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