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SOCIAL MEDIA MARKETING

TIKTOK ADVERTISING IS ‘MOST INNOVATIVE’, SURVEY OF MARKETERS FINDS​

By our News Team | 2021

Global marketers think TikTok is an innovative advertising platform, but less trustworthy than many other social platforms.

Social media platforms TikTok, YouTube and Instagram all look set to benefit from their perception as innovative and/or trustworthy. Research by London-based data analytics and brand consulting company, Kantar, found marketers are planning to increase spend on their favoured ad formats next year, largely in online video, influencer content and social media.

TikTok is a video-sharing social networking service. The social media platform is used to make a variety of short-form videos – including genres like dance, comedy and education – that have a duration from 15 seconds to three minutes.

The research found it is the most innovative platform to advertise on, However, it is less trusted among brands, according to a survey of over 900 senior marketers worldwide by Kantar.

Among the global media brands analysed, TikTok is first on being an innovative place to advertise – 72% of marketers report this. However, the short-form video app is last on trustworthiness, with just 28% of marketers saying it is a trustworthy place for advertising.

TikTok: Photo by Shingi Rice on Unsplash

This lack of trust may help explain why half of major brands have no presence on the platform. This is particularly so as socially conscious media investment has grown in importance for many brands. TikTok is making progress, though, as trust among marketers has doubled from 2020.

Instagram is best balancing act

Instagram best manages this balancing act – 64% of marketers say it is trustworthy and 40% say it is innovative. Google and YouTube are highly trusted platforms, but are considered slightly less innovative.

Facebook falls behind somewhat, with a lower level of trust (53%) than other long-standing global media brands. As well as this, just 20% of marketers say its advertising is innovative.

Spotify balances the two well. The platform is above-average for being innovative (44% compared to the 30% average) and on-par with the average level of trust.

Overall, marketers give YouTube and Instagram the best ranking. This shows a disconnect with consumer opinion, though, which places TikTok first.

Source: WARC

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