TikTok广告2024

Maximize the ROI of socialmedia investments It’s all about the brand-building Several years ago, TikTok led the charge for the meteoric rise of short-form video. Manysocial media platforms have since followed suit with rival content formats. Yet TikTokhas remained front and center for video ad dollars due to its diverse and loyal audience,delivering consistent returns for marketers across industries. Advertisers spent nearlyfour billion on TikToklast year alone for its ability to influence bothconsumer attitudes and purchase intentions. The hashtag #TikTokMadeMeBuy speaks tothe platform’s growing ability to drive lower funnel activities like product discovery andsearch behaviors. And, the launch of TikTok Shop last year solidified the platform’s positionas an e-commerce medium. While the looming TikTok ban will have long-term repercussions for marketers, many havecome out to saythey don’t have plans to take their dollars elsewhere yet.To help marketersstay on top of consumer attitudes, develop relevant content, and maximize the ROI of theirad spend, DISQO is excited to release our third annual TikTok Advertising report. We covereverything marketers should know to future-proof their strategies, including: •What draws people to TikTok•Receptivity to TikTok ads•The rise of social media shopping•The impact of a possible ban on social media habits We also compare data points from our 2024 survey against identical questions askedlast year to understand how attitudes are shifting year-over-year. METHODOLOGY DISQO surveyed 15,243 US adults from our first-partyaudience, between April 17-19, 2024. More than 2.3 millionpeople have opted in to share their brand experiences withDISQO, empowering clients to cultivate deep insights abouttheir target audiences and to perform objective, single-source measurement of advertising effectiveness onattitudes and digital behaviors. Survey data informing thereport insights is weighted on age, gender, and income. We also examined the online actions of 430,284 DISQOaudience members who have opted into digital journeymetering, between November 2023 and April 2024. Theywere segmented into TikTok users and non-TikTok users. TikTok usage at a glance TikTok’s power lies in its audience… not just who they are, but also how they consumeand engage with content on the platform. Our 2024 report offers key insights about themakeup of the TikTok audience to help brand marketers deliver purposeful content. Undeniable engagement power A spectrum of actions 55%of consumers have usedTikTok in the last month 62%like videos49%watch videos and follow others36%comment on videos20%post their own content Usage among regular users 28%said they use it everyday+8 pointsmore than last year Multi-device presence91%Phone •17%Tablet •15%Laptop Usage by gender, age, and income among frequent TikTok usersWide appeal across cohorts How frequentlydo you watchTikTok?WE ASKED TAKEAWAY TikTok’s audience is diverse and engaged. Theplatform’s power has only grown over the last year withmore people reporting daily app usage. Engagement bydemographic has remained consistent year-over-year,which has reinforced TikTok’s wide appeal as a place foreveryone - regardless of gender, generation, or income. A trusted source of information TikTok gained popularity as an entertainment source. However, it quickly evolved into much more.Understanding what attracts consumers to the platform and aligning content accordingly isparamount for marketers to win the mindshare battle. Entertainment remains the primary draw among frequent users. Connecting with like-mindedpeople is up from previous years (+8), but it still falls lower on the list. Our findings suggest that theplatform has become a search engine in its own right, where consumers can discover products,recipes, reviews, and other information beyond entertainmentTikTok has even integrated Wikipediasnippetsinto search results. But it remains a social networking place, all the same. WE ASKED Which of the following statements describeswhy you use TikTok? Select all that apply. Gen Z is +12 points more likely than the generalpopulation to use TikTok to find information Younger consumers were significantly more likely to say that they usedTikTok to get information they couldn’t get elsewhere. For marketerslooking to target this influential cohort, there is an opportunity to establishtheir brand as a trusted authority and drive brand impacts through paidand native content, while participating in culturally relevant conversations. Lowest on the list by far is shopping through the TikTok Shop. Even amongyoung digital natives, shopping only rises by two points. This is not all toosurprising given the TikTok Shop’s novelty, and we can expect this numberto rise over time. Ad receptivity persists The content landscape on TikTok has shiftedsignificantly over the last year due to the sheervolume of brands that have built their presenceon the platform, the ever-risi