Stat: TikTok ads have a positive impact on consumer trust

Global – Despite TikTok’s chokehold on younger consumers, many brands remain wary about marketing on the platform. But a recent of poll of TikTok users shows how branded content on the platform influences consumer sentiment and behaviour.

TikTok’s What’s Next report signals that despite being rife with dupes, and sometimes dodgy product recommendations, the platform is conducive to building brand trust and loyalty. After seeing an ad on TikTok, viewers say they trust the brand 41% more and are 31% more likely to be loyal to the brand. The report stressed that being able to have open lines of communication with consumers and the community is one feature that drives this engagement and trust. Data revealed that after seeing ads with the comments turned on, for example, users would trust the brand 1.5 times more than if they were not able to comment on the TikTok post.

For brands, these findings highlight the importance of social media for building loyalty and lasting relationships with younger consumers. In the era of hyper-personalised retail, it is crucial not only to be present on the right platforms, but also to truly connect with audiences and ensure your marketing is a two-way dialogue.