The Power of Authenticity on TikTok

When we launched the TikTok For Business platform, our goal was to bring authentic, creative storytelling back into marketing. We have witnessed our community inspire trends and start movements by being true to themselves and sharing stories of joy, humor, courage, and honesty. This opportunity to spark joy by embracing authenticity is not limited to creators; brands are also recognizing the value of being real.

Brands play a significant role in the TikTok experience, and our community enjoys engaging with the brands they love. It's not just about advertising; it's about connection, inspiration, co-creation, and entertainment. Brands can be a part of the culture creation happening on TikTok by showing up as members of the community.

Every day, millions of users contribute to the diversity of content and human expressions on TikTok. The difference between brands that are losing relevance and those that are succeeding lies in their mindset. Successful brands think beyond traditional marketing tactics and focus on new initiatives to creatively engage and connect with users through emotions, actions, and sound.

In a recent U.S. study commissioned by Nielsen, we have uncovered valuable insights about the importance of authenticity in community and marketing. The study highlights how brands can shift their storytelling to meaningfully engage new audiences. Sofia Hernandez, Head of U.S. Business Marketing at TikTok, emphasizes that "being real is the new cultural currency," and brands have an opportunity to connect with the community in a more meaningful way.

The power of community on TikTok is evident. Users feel a sense of belonging and acceptance. They are not only accepted but celebrated for being themselves by their viewers and fellow creators. The study reveals that 60% of TikTok users feel a sense of community while on the platform. Spending time on TikTok energizes, motivates, and entertains users. It is a place where people can express themselves openly.

Brands are embracing the creative and authentic spirit of TikTok, providing users with a new way to discover and engage with the products they love. TikTok stands out as the only app where users mentioned "lifting their spirits" as a top reason for using it. The study also shows that TikTok advertising is perceived as more authentic, fun, genuine, honest, real, and trustworthy compared to other platforms. Users appreciate that advertising on TikTok blends in with the content.

TikTok is a dynamic platform that allows for constant discovery. Brands can be relevant and discovered by users. TikTok users enjoy discovering new and relatable content, engaging in activities like saving sound clips and searching through hashtags. They also take the time to read the comments on videos. The study reveals that 88% of TikTok users discover new content they enjoy while using the app, and about half of them discover new products through advertisements.

We are proud to provide a platform for our users to express their most honest selves. TikTok offers brands a unique opportunity to become part of the cultural fabric through authenticity. It's about listening, adapting, and evolving with our community, rather than simply talking at them or creating ads.

Source: Nielsen custom Authenticity Study commissioned by TikTok, Persons 18+, 5/1/2020 - 6/19/2020