Humor is a key driver of success on TikTok

Maya Yegorova

Users of TikTok, the short-form video platform, are more likely to follow an influencer if their content is perceived to be humorous, a study has found.

Humor is a key driver of successful TikTok content, fostering a connection between a user’s ‘hedonic’ experience and their motivation to follow a creator’s account.

To strengthen their influencer marketing on this platform, marketers could thus prioritize tie-ups with influencers that deliver lively and comedic videos.

Such insights came from a recent study, ‘Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience,’ published in the Journal of Retailing and Consumer Services, and written by Sergio Barta, Daniel Belanche, Ana Fernandez and Marta Flavian (all from Universidad de Zaragoza in Spain).

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