TikTok's appeal to consumers continues to increase!

Despite facing potential bans, TikTok's influence remains as strong as ever.

According to the third annual TikTok advertising report released by brand experience platform Disqo, which surveyed over 6,500 U.S. residents, users continue to show a high level of engagement with TikTok ads. Specifically, 63% of users have a positive attitude towards TikTok ads, and another 14% say they make at least one purchase per week based on TikTok recommendations.

Image source: Foreign media WWD report

Nearly one third of respondents (28%) said they spend a significant amount of time browsing TikTok every day, reflecting the platform's strong user stickiness and its ability to serve as a trusted source of information and a platform for discovering new things.

Stacy Perrus, Disqo's Director of Brand Communications, pointed out: "The advertising potential of TikTok should not be underestimated, and the rapid development of its brand experience has set a historic high. Now more than ever, it is necessary to pay attention to consumer attitudes and measure the effectiveness of social media campaigns from awareness to purchase. Frequent innovation and optimization are key to keeping up with TikTok's dynamic development and maximizing advertising ROI."

Importantly, Disqo's report also highlights the evolution of TikTok's content production methods, with advertising content seamlessly integrated with influencer creations, providing users with a coherent scrolling experience and changing the way users interact with the platform. Currently, 73% of users use TikTok as their main entertainment tool, while another 36% use it to obtain information. Additionally, 35% of users discover products through it, and 34% use it to keep up with fashion trends.

Information feed ad of a beauty brand

Disqo's report also states: "The real power of TikTok lies in its ability to profoundly influence consumer attitudes and behaviors." Users not only like ads on TikTok, but also take action because of them. Although the number of TikTok ads has increased compared to last year, consumers' overall impression of these ads remains at a high level of 63%. The most common actions include sharing content (64%), researching products (42%), and making purchases (27%).

It is worth noting that although TikTok Shop is relatively new, it has already significantly impacted e-commerce activities through feed integration and shoppable ads. 14% of users say they make at least one purchase per week based on TikTok recommendations, while 15% say they make at least one purchase per month. The younger Gen Z is particularly active in this regard. Among Disqo's user base, the shopping cart value of TikTok users is 21% higher than that of non-users.

It is clear that TikTok is not just a social platform; it has gone beyond simple social media functions to become an important battleground for corporate brand promotion and marketing.

In the future, whether it is brand building or market promotion, TikTok's unique market influence will be indispensable. Therefore, for brands seeking overseas markets, mastering and utilizing TikTok's dynamic characteristics is a necessary strategy to maintain competitiveness in the future.