Tiktok Releases Report on Marketing For Major Tentpole Events
TikTok has released a new research report in collaboration with Magna, providing insights into how brands can effectively capitalize on major cultural and sporting events, known as “tentpole” moments. These events range from global spectacles like the Olympics to widely recognized celebrations such as Valentine’s Day, and even product launches. The study highlights strategies for brands to align their marketing efforts with these moments to drive engagement and maximize reach.
According to TikTok, audience behavior on the platform differs significantly from traditional media consumption. Rather than passively watching events, users actively participate by remixing trends, sharing reactions, and making purchase decisions linked to the event. As TikTok explains:
“On TikTok, people don’t just watch moments – they proactively shape them, creating their own takes, remixing trends, sharing reactions, and, of course, shopping for the event. And unlike traditional platforms, these conversations can start weeks before, reach new heights during, and sustain long after the moment has passed.”
The report also examines how TikTok reaches audiences that are increasingly difficult to engage through traditional television. It notes that 41% of users who regularly follow major events on TikTok are light or non-TV streamers, suggesting that brands looking to connect with these audiences may find greater success on digital platforms.
Additionally, the study explores regional differences in engagement, the role of influencers in driving event-related conversations, and key advertising approaches for brands looking to tap into these moments effectively.
While the insights are particularly useful for larger brands with TV advertising budgets, the findings offer valuable takeaways for businesses of all sizes aiming to connect with audiences during high-interest periods. The full report covers their findings on these larger tentpole events in more depth, including details on ad placement and strategies like repurposing television ad content for TikTok.
