TikTok reimagines entertainment through discovery, community and culture

Entertainment is changing. We're watching a shift from generic, passive viewing to an increasing need for more personalized, instant entertainment that actually grabs attention. Think about how culture's immersion in mobile, social, the internet and apps for nearly two decades has completely reshaped how we interact with the world.

People today are blazing paths to new behaviors and viewing habits. They’re moving away from the old guard social media and disruptive ad environments. They’re seeking out entertainment that can be many things: a connector, a joy in the everyday mundane, a way to inspire new ideas and experience new things.

A new era of entertainment is here

TikTok sits on this path between entertainment and culture, and it’s moving so fast because we connect both incredibly well. People are 20% more likely to say TikTok is more entertaining than entertainment and social brands.¹

TikTok's unique ecosystem has also changed how brands can grow their businesses. On TikTok, brands are not only able move an audience through the purchase funnel and beyond, they can also build trust and relevancy through entertainment. And that's because TikTok is a new era of entertainment. TikTok is many things, all working together to create an engaging and joyful creative platform.

The key drivers of that atmosphere, according to a global entertainment study conducted by TikTok Marketing Science last year, are no longer a mystery.

First, the discovery that happens on our platform is unparalleled. Over half (55%) agree TikTok helps them discover new things.¹ On TikTok, you find a constant stream of perspectives, information, creativity and ideas.

Next, our diverse community embraces candidness and encourages earnest sharing – at scale. Nowhere else can you find an audience of people who applaud and support people posting some of their most vulnerable moments.

Lastly, the community on TikTok drives culture. The impact of the TikTok community to drive culture and trends can be seen on platform and in the real world. It is shifting how people discover and take action.

New voices and perspectives to discover every day

Discovery is a key part of why TikTok is so entertaining. That same research study found that we’ve created a unique space different from both traditional social platforms and traditional entertainment channels.

When it comes to discovering new ideas, TikTok lives further away from social than you’d expect, and much closer to entertainment brands and platforms. The study shows that users are 1.3x more likely to agree that TikTok helps them hear different perspectives than they normally hear vs. other entertainment and social brands.¹ And, the fact that TikTok is more likely to inform a given person about new perspectives and voices is part of why it shapes culture in such a powerful way.

The culture on TikTok creates connections, builds communities of people with similar interests, and attracts people who are new to these ideas and want to learn more. 70% of TikTok users agree they feel a deeper connection to people they interact with on TikTok than on other platforms.²

How brands build culture through authenticity on TikTok

TikTok has created a currency of candidness, where creators and brands bring their real selves. This genuine sharing builds a closeness that doesn't exist on other platforms. This unique connection has caused audiences to identify with TikTok more closely than even other entertainment brands, opening the door for brands to create meaningful impact.

> Build brand love through an always-engaged, paid and organic approach. Communicate with the audience through replies, work with TikTok ad products, and create a brand culture that draws people in.

> Build trust by partnering with creators; or by showing an earnest side of the brand through behind-the-scenes or featuring a mascot.

> Build relevancy by participating in trends, memes, or creating content that’s real-time and current.

The perfect formula to make this happen doesn’t exist. But it’s a phenomenon that only happens on TikTok, and when it happens, it happens big: 2 out of 3 users are likely to buy something while on the platform.¹

The time spent crafting your brand culture can directly impact commerce. And commerce on TikTok is not a simple funnel. It’s an infinite loop, fueled by entertainment, which leads to discovery, participation, and purchase.

Here, discovery, community, and culture – the three key entry points for entertainment on TikTok – all work together to build trust, relevance, and brand love. By building upon those foundations, the entertainment your brand creates can turn your audience into loyal brand advocates.

Key takeaways for your brand

1. TikTok has changed the ways people can entertain and be entertained. 7 out of 10 people find TikTok entertaining. We sit at the intersection of entertainment and culture. People are 20% more likely to say TikTok is more entertaining than entertainment and social brands.¹

2. TikTok introduces audiences to new voices and perspectives. Discovery of newness and relatable content is a key part of why TikTok is so entertaining. We’ve created a unique space away from both traditional social and traditional entertainment platforms — where we continue to introduce audiences to new ideas and perspectives.

3. Audiences feel close to TikTok, creating unique opportunities for brands to make meaningful impact. TikTok empowers audiences to bring their real selves to the FYP every day. This authenticity has built a closeness our audience feels to TikTok which is unmatched anywhere else—and opens the doors for brands to build brand love, trust and relevancy.

Need some inspo? Head to the Creative Center to see how brands are turning their advertising into next-level entertainment.

1. Source: TikTok Marketing Science Global Entertainment Study 2021 conducted by Material

2. Source: TikTok Marketing Science Global Community and Self-Expression Study 2021 conducted by Flamingo