TikTok is the most innovative platform to advertise on but is less trusted among brands, according to a survey of over 900 senior marketers worldwide by Kantar.

Why it matters

TikTok, YouTube and Instagram all look set to benefit from their perception as innovative and/or trustworthy. Kantar's research also found marketers are planning to increase spend on their favoured ad formats next year, largely in online video, influencer content and social media.

Takeaways