TikTok’s recommendation algorithm was selected as one of the top 100 global breakthrough technologies by MIT Technology Review in 2021. This shows why TikTok has gained fast adoption amongst users, says Manas Sabnis, head of brand strategy for Southeast Asia and India at TikTok.
In Asean, Tiktok now has 240 million monthly active users, with 1 trillion video views and more than 800 million video creations.
Mr Sabnis says TikTok aims to go beyond music and dance. In 2021, its education content shown grew 148% year-on-year, travel content 545%, and games 193%. At the same time, financial services surged by 6,780 times in the region.
According to the Tik Tok Marketing Science Global study by consultancy Material, over 20% of its users say TikTok is more entertaining than entertainment and social brands.
Meanwhile, 73% of users feel that advertising on TikTok blends in with the content, according to a Tik Tok marketing Science Global study by research company Nielsen.
One in four global users purchase or research a product after watching it on TikTok, and 92% of the users say they take action after watching a TikTok video, based on the Marketing Science Global Time Well Spent research conducted by marketing consultancy Kantar.
Some 61% of TikTok users prefer to see content about products from brands, 1.5 times more than other platforms, according to the Marketing Science Global Retail Path to Purchase study in 2021 by Material.
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