As brands increasingly look to platforms like TikTok to reach new audiences, understanding user preferences is crucial for crafting effective ad strategies. Our Chief Strategy Officer, Devora Rogers, wrote for Quirk’s about our research with TikTok in an article titled “What do TikTok users want from advertisers? We used in-context testing to find out.” The research aimed to uncover how TikTok users engage with ads and what types of content they prefer. By using in-context testing, we were able to simulate real TikTok interactions, providing deeper insights into how brands can optimize their content strategy.

In the article, Devora covers the research methodology, which involved surveying 2,400 TikTok users in the U.S., utilizing a mock TikTok “For You” page to observe user behaviors. This setup allowed us to track interactions such as clicks and watch time, revealing what types of content are most effective at capturing attention and driving engagement. The study explored both repetitive ads and varied content (brand-led, creator-led, and organic), giving us a comprehensive view of how different approaches impact user sentiment.

She also writes about the key insights from the research, including one of our standout findings: 64% of TikTok users prefer brands that offer a diverse range of content. This is driven by their desire for variety, entertainment, and the opportunity to learn something new. Users who were exposed to a mix of content types showed a 65% increase in positive emotions and significant improvements in brand metrics like familiarity, favorability, and relevance. Additionally, engagement increased by 23%, and time spent watching content rose by 25%, demonstrating the power of content variety in boosting performance.

Devora writes, “The insights from this study provide a research-backed framework that offers a foundation for developing the optimal TikTok content mix, helping brands build campaigns, create organic content and collaborate with creators.” She says that a blend of high and low-production content, as well as a variety of formats—such as unboxing videos, behind-the-scenes clips, and creator-led content—can drive better results. Whether the goal is building brand awareness or increasing purchase intent, incorporating different content types ensures a more engaging and effective campaign. In short, TikTok users want fresh, dynamic content that keeps them entertained and informed.

The article concludes with a reminder that research methodologies must change as the landscape around us evolves. “By blending methodologies, such as in-context testing and quantitative surveys in this example, brands can gather richer and more reliable insights…The insights drawn from such diverse methods not only inform more effective content strategies on platforms like TikTok but also enable brands to make data-driven decisions that resonate with their target audiences.”

Read the complete article here: https://www.quirks.com/articles/what-do-tiktok-users-want-from-advertisers

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