TikTok’s User Survey Shows Unprecedented Engagement & Surging Intent

Would you consider your time on TikTok to be “time well spent”?

That’s what TikTok wanted to know with a new poll performed in collaboration with Kantar among more than 7,000 TikTok users across the world.

The findings reveal that TikTok users are increasingly enjoying and connecting with one another through the app.

According to TikTok:

“They come for the community, stay for the creativity, and leave TikTok feeling joyful and inspired. People enjoy the great experience provided by our platform, therefore they stay on it longer and dig deeper.”

This comes as no surprise. During the pandemic, TikTok usage soared, with the app’s never-ending stream of short video snippets providing a welcome break from the frequently sad stream of news updates that now dominates many other apps.

The following are some of the report’s other main findings:

Users are spending more time on TikTok and less time on other forms of entertainment such as television, podcasts, streaming videos, and reading.

When compared to other video platforms, TikTok’s highly tuned algorithms keep its audience plugged in, talking with one another, and “searching for more entertainment.”

TikTok encourages people to take action. “Users discover a never-ending stream of happy entertainment, liberated creativity, and limitless inspiration that is personalized specifically for them. It’s a joyful experience that encourages people to join in the fun and take action — and TikTok’s engaged user base can have a big impact on companies.”

These are some fascinating points to consider when you develop your TikTok marketing strategy. For more information, see TikTok’s entire study here, and below: