User ‘mindsets’ are key to unlocking TikTok ad effectiveness | WARC | The Feed

TikTok users are likely to arrive at the social video app with one (or more) of four key mindsets: ‘Entertain Me’, ‘Uplift’, ‘Discover’ and ‘Participate’, according to a recent study.

New research

TikTok partnered with Clear M&C Saatchi to study 4,325 weekly platform users and 9,299 platform usage occasions across TikTok, Snapchat, Instagram and YouTube, spanning five European markets (UK, Germany, France, Italy and Spain).