Article

Lisa Haskins
Lisa Haskins 13 January 2021

Brands’ TikTok Strategies Need Male Millennial Focus in 2021

New research from VidMob – the world’s first platform for intelligent creative – has found that male Millennials are set to drive the greatest growth on TikTok with over one in four (27%) planning to use the app more often, nearly 2x the response of Gen Z users (15%). Overall, excitement about the app is high with two-thirds of regular TikTok users (67%) expecting to maintain or increase their usage in the coming year.

According to the study of UK TikTok users, male Millennials demonstrate the highest levels of engagement on the platform. Not only are men aged 24-40 more likely to join TikTok live streams — with a third (34%) doing so in the past month — but previous participation in hashtag challenges is also higher than other cohorts, especially for the 25-34 age group (23%).

When it comes to frequency of use, the younger Gen Z audience leads the way. More than four-fifths (82%) of respondents aged 18-24 claimed to be heavy users, accessing the app at least once a day, compared to 71% and 64% of male and female Millennials respectively. This younger cohort also has the highest rate of saving and sharing content discovered on TikTok, particularly female Gen Z users, with a large majority (86%) claiming to do this.

Male Millennials, however, still have the strongest tendency for regular interaction, with a quarter (25%) frequently reposting videos to other apps. They are also the most likely to be inspired by advertising, making up almost half (49%) of users that have made purchases after clicking on a TikTok ad, which is a positive signal for brands looking to engage with this audience on TikTok.

Overall, there is a positive inclination for all users towards purchasing directly on TikTok: just over a quarter are open to buying via the app, with willingness at its highest among female Millennials (33%). A significant buying influence across generations is brand purpose and perceived alignment with “good causes”, which sways purchase decisions for two-thirds (66%) of users and proves especially influential for four-fifths (78%) of female Gen Z users.

Results also indicate that the value of brand power and presence shouldn’t be underestimated. More than three in 10 (31%) male and female Millennials are actively engaged with brands on TikTok, and branded content has notable influence on Gen Z with content type and quality impacting buying choices for almost three in five (57%) female Gen Z users.

Commenting on the findings, Stephanie Bohn, Global Chief Brand Officer at VidMob said: “As a mobile app designed to empower creativity and encourage participation, TikTok has won the hearts of young people. This research reveals that older audiences are also enamoured with TikTok - particularly Millennial males – who are actively engaging with and sharing content.

“Our study illustrates the importance of advertisers knowing and understanding their audience. User’s interaction with content, including ads, is markedly different on TikTok to other environments and is hugely varied between age groups. Insights such as these pave the way for brands to maximise their engagement with each user and shape future creative campaigns in-app.”

Based on responses from 1,000 TikTok users across the UK and conducted in August-September 2020, the research casts a light on the engagement habits, purchasing decisions and the core reason for consumers’ use of the social site. The full report, including findings on current and future usage of TikTok, levels of interaction, content preferences, and UK geographical breakdowns can be found on the vidmob.com website. Check out this article for Who's Using TikTok in the UK?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Understanding Customer Experience (CX) is crucial for business success. This blog explores CX, trending questions, and the Future of CX. Learn how to craft exceptional experiences that keep customers coming back for...

Sukhdev Singh
Sukhdev Singh 5 June 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more