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).

The research identified dozens of possible reasons why a user might open one of the studied digital platforms’ apps on their mobile phones. The average user has 2.5 reasons in mind when they open TikTok,...