TikTok is revealing the results of twin studies on sound and culture. The social network commissioned MRC Data and Flamingo for the research. Furthermore, sound and culture were chosen since the social app considers them their “defining spheres.”
Sound
The unique way that the TikTok community discovers, and co-creates, music is what makes it a powerful tool for brands.
“TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community. TikTok is the home for music trends that permeate the industry, charts, and culture. From emerging artists to small business owners, the research from MRC Data reinforces that by associating with the right music or sound on TikTok, creators, artists and businesses alike can see a major impact.”
Ole Obermann, Global Head of Music, TikTok
Here are key takeaways from the MRC Data research:
- The majority of TikTokers not only discover new music on TikTok but also hear songs they don’t hear anywhere else. 75% of TikTok users say they discover new artists through TikTok and 63% of TikTok users heard new music that they’ve never heard before on TikTok.
When brands feature songs that TikTokers like in their videos:
- 68% of users say they remember the brand better
- 58% say they feel a stronger connection to the brand
- 58% of users also say they’re more likely to talk about the brand or share the ad
- 62% say they’re curious to learn about the brand.
Culture
Flamingo’s research helped quantify how TikTok drives culture, igniting trends that resonate. From clearing shelves thanks to #TikTokMadeMeBuyIt, to driving luxury fashion trends, to hearing your friends say “I saw this thing on TikTok” every day, 71% of users believe the biggest trends start on TikTok.
“TikTok has revived brand love. Our community invites brands to lean into and participate in trends, to connect through conversations, and to co-create, all of which builds advocacy and ultimately drives purchases.”
Sofia Hernandez, Head of N.A. Business Marketing, TikTok
Here are key insights from Flamingo’s research study:
- Through community building and trends, TikTok inspires action off of the platform. 43% of users try something or go somewhere new after seeing it at least once on the platform.
- When brands participate and embrace the language of TikTok, the community embraces them. 61% of TikTokers like brands better when they create or participate in a trend on TikTok, and 21% of TikTokers feel more connected to brands when they comment on people’s posts.
- Embracing the medium of authenticity, 56% of users and 67% of creators feel closer to brands they see on TikTok – particularly when they publish human, unpolished content.
- 45% of users feel more connected to brands that teach them something new or give them information about themselves on TikTok.
- The TikTok Community loves seeing familiar faces on the platform especially when brands engage in creator partnerships. 63% of users like it when brands show TikTok creators in their videos.
- Leveraging creators and popular trends is an impactful way for brands to create on TikTok with 66% of users enjoying when brands sponsor creators to show off their products
Here’s the kicker: 7 in 10 users believe TikTok communities have the power to create change in culture. True to TikTok’s mission, the collective creativity of the TikTok community to shape culture can’t be understated.
