After joining TikTok, 41% Gen Z users listen to fewer podcasts, 33% watch less TV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 07, 2022, 4:54 AM GMT+0

A study found 46% of TikTok users engage with the content on the platform without any other distractions.

Apart from being the top platform to enjoy marketers’ increased investments in 2022, TikTok is the fourth most effective social media platform, behind Instagram, Facebook and YouTube. Similarly, 41% of Gen Z TikTok users claim they listen to fewer podcasts after joining TikTok, while 33% of them watch less TV.

When it comes to creating TikTok-aligned content, brands must ensure they focus more on the audio elements. 88% of TikTok users feel sound is central to their overall app experience. Additionally, 80% of TikTok’s top videos had music.

Given the fleecing nature of TikTok trends, marketers must ensure they leverage the trends early and keep their content authentic and relatable. But, marketers must ensure the trend aligns with the brand’s voice and values. They should also avoid joining trends long after they have peaked to avoid being perceived as outdated.

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