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X and TikTok Reveal New Marketing Statistics

In a move to attract fresh advertisers, Tiktok and X have both released new sets of engagement statistics about specific markets where their platforms thrive – holiday season or X, and movie promotions for TikTok.

According to X’s internal insights, the platform sees a substantial increase in user activity and shopping-related content from November to January. X reports a 20% year-over-year increase in its holiday audience, along with a 125% rise in holiday-related posts. Notably, mentions of “last-minute holiday shopping” have surged by 49%, which could provide a timely opportunity for brands to target procrastinators with strategic promotions.

X has shared a “Holiday Editorial” calendar, highlighting key dates and content releases from various publishers on the platform. This includes various details about potential holiday tie-ins or other marketing opportunities that will only exist for a very limited time – a clear attempt to nudge advertisers into planning holiday campaigns on X.

Similarly, TikTok reported that nearly half (47%) of the platform’s users have discovered new movies through the app, with 36% of those users taking action by purchasing a ticket. This discovery process is facilitated by TikTok’s Spotlight feature, which allows entertainment publishers to create dedicated landing pages for films and make ticket purchases easier.

The data also shows that TikTok is a significant driver of movie attendance, with 1 in 3 TikTok moviegoers attributing their decision to watch a new release in theaters to the app. Furthermore, 62% of these users report that seeing a trailer on TikTok influenced their decision, while 39% were swayed by in-app trends or challenges.

TikTok’s influence extends across various film genres. The study found that paid campaigns on the platform increased interest in seeing films by 2.3% for Animation, 1.8% for Horror, and 3.2% for Romance. Additionally, post-release campaigns have been effective in capturing the below-20% of users that like to wait multiple weeks before going to see a new movie.

While both sets of data are focused on different markets and audiences, they’re still impressive in their own right. X and TikTok have both been instrumental to countless marketing campaigns, so these statistics don’t come as a surprise.

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