TikTok has released a research report in collaboration with Magna that demonstrates how brands can cleverly capitalize on major events. From sporting events like the Olympic Games to cultural moments such as Valentine's Day—even product launches can benefit from these insights. Media consumption is changing rapidly, and selecting the right strategy is crucial to achieving maximum impact.
Why TikTok is the Key to Event Marketing
TikTok users are not just passive viewers. They create their own trends, share reactions, and actively search for products that align with the event. As a result, conversations begin weeks in advance and continue long after. This gives brands the opportunity to go beyond traditional promotion and truly become part of the experience.
Research shows that TikTok is increasingly replacing traditional television during major events. 41% of followers use TikTok as their primary platform to follow an event. While TV shows what is happening, TikTok is where the discussion takes place. This makes the platform essential for brands looking to engage and increase their visibility.
Moreover, the way users interact with content varies by region and target audience. This underscores the importance of a targeted strategy for each market segment. By tapping into local trends and cultural preferences, brands can make their campaigns more effective and generate greater engagement.
The power of influencers and advertising approaches
Influencers play a key role in spreading trends around events. They enhance engagement and ensure that brands are naturally integrated into the conversation. TikTok also offers various advertising formats that help brands remain visible and make an impact.
Strategies for Success:
Before the event: Use TikTok's TopView to reach a large audience directly.
During the event: Focus on Pulse Premiere to connect the brand message with trending content.
After the event: Stay top-of-mind with creator-led content and user-generated videos.