Humor is a key driver of success on TikTok

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...

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