Key Takeaways:
- TikTok is now the top platform for engaging with major cultural events.
- Users check TikTok multiple times a day after big events happen.
- TikTok keeps the conversation going longer than traditional media.
- Advertisers can make the most of cultural moments on TikTok.
- TikTok’s ad tools, like TopView and Pulse, boost brand recall and favorability.
TikTok Overtakes Traditional Media for Cultural Events
If you’re into big events like sports, music festivals, or trending topics, TikTok is probably your go-to place. New research from MAGNA shows that TikTok has become the number one platform for people to watch and engage with major cultural events.
After an event happens, 42% of TikTok users check the app multiple times a day. This means TikTok isn’t just a place to watch highlights—it’s where people go to keep the conversation alive. Unlike traditional media, which might only cover an event for a day or two, TikTok keeps the buzz going for much longer.
Why TikTok Is a Big Deal for Advertisers
Jorge Ruiz, a top marketing expert at TikTok, says the platform offers advertisers something traditional media can’t: the chance to tap into the excitement of cultural events. “TikTok is where the audience is engaged,” Ruiz explained. “Marketers can use the buzz around big events to boost their ads and reach new people.”
People Discover Events on TikTok First
The MAGNA study also found that TikTok users are 1.64 times more likely to first hear about major events on TikTok compared to other platforms. This makes TikTok a goldmine for brands looking to be part of the conversation early on.
To make the most of this, brands should plan their campaigns early. This includes securing top ad spots, creating content that aligns with the event, and keeping the engagement going even after the event ends.
TikTok’s Powerful Ad Tools
TikTok offers several ad tools that help brands capitalize on cultural moments. These tools have proven to be very effective.
1. TopView Ads
TopView ads appear right when users open the app. When used during major events, these ads boost brand recall by 30% and aided recall by 47%. This means people are more likely to remember the brands that advertise this way.
2. Pulse Premiere
Pulse Premiere places ads next to premium content from well-known publishers. During big events, this ad format increased overall favorability of brands by 8%.
3. Pulse Lineups
Pulse Lineups put ads next to trending user-generated content in specific categories. For example, during the July-August 2024 period, these ads were 259 times more likely to appear next to trending #USATeam videos.
Why This Matters for Brands and Users
TikTok’s ability to turn cultural moments into ongoing conversations is a big win for brands. By using TikTok’s ad tools, companies can ensure their messages are seen and remembered during major events.
For users, this means they get to stay engaged with the events they care about for longer. Whether it’s watching highlights, reacting to viral trends, or discovering new content, TikTok keeps the excitement alive.
What’s Next?
As TikTok continues to grow, it’s clear the platform will play an even bigger role in shaping how we experience cultural events. For brands, this is an opportunity to connect with audiences in a way that feels natural and engaging.
For users, it means more fun and creative ways to stay involved in the conversations that matter. Whether you’re a marketer or just someone who loves TikTok, one thing is clear: TikTok is here to stay, and it’s changing how we interact with major events forever.
