Audience mindsets: A new paradigm for understanding audience on different digital platforms

Nadia Morozova

Research by TikTok into user mindsets and what this means for audience targeting.

Today, at the start of 2022, marketers still tend to see someone’s year of birth as their defining characteristic, especially when it comes to thinking about the audience they want to reach and build conversations with. With these age definitions, marketers ascribe to audiences all sorts of traits and behaviours which, in reality, could apply to people of all ages.

At the same time, we see that marketing professionals have started talking and thinking more about customers’ mindsets, seeing the strong value that this thinking brings to their strategies and activations.

The reason for this is simple: mindsets are much...

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