What creates engagement on TikTok?

Here is some of the knowledge I gained in learning from Rachel Ryan, Head of Research & Insights at TikTok.

Presenting Influence in Action: Leveraging Creators to Shape your Strategy Rachel highlighted:

• Authenticity & Trust are the major gains from engaging with Creators on TikTok

• Influence has shifted from Celebrities influencing Top Down to creators influencing from the bottom up

• Relatability sets creators apart from conventional brand content. 67% of social / video platform users find TikTok creator content to be relatable

• According to social media users 68% of TikTok creators seem approachable & 64% of TikTok creator content feels authentic

• After seeing creator focused ads on TikTok 67% of viewers trust the brand more

• TikTok creators are the new word of mouth. 84% of TikTok users are likely to create content of their own after purchasing from a TikTok creators recommendation

• Brands should let creators tell their stories. They will be more authentic and do better than any brand creative once briefed
  *Stats taken from a sample of 20,000 participants globally

Event was organised by the Sales Professionals Network and hosted in Genesys, Bonham Quay.