Here are some topline takeaways from the recent TikTok marketing webinar:

TikTok says marketing there is effective because the platform operates at the crossroads of entertainment and discovery.
One in five users engage with TikTok more than any other entertainment.
On average, engaged TikTok users spend about as much time each day on the platform as it takes to watch a feature-length film.
TikTok audiences thrive on community-building and storytelling.
TikTok audiences are especially responsive to "authenticity."
Due to TikTok's deep user engagement, its audiences are highly likely to become customers of brands, stores or websites they find on TikTok.
To that end, 76% of users follow brands on TikTok; 74% of users visit stores or websites they find on TikTok; 73% of users buy a product they discover on TikTok; and 70% of users download an app they learn about on TikTok, according to the 2021 TikTok Marketing Science Global Entertainment Study.
Nine out of 10 TikTok users report having "a better perception" of businesses they learn about through TikTok, according to 2022 consumer research survey promoted by the platform.
One in seven small and medium-sized businesses report that advertising on TikTok helped them reach new customers, according to a 2022 study conducted for the platform by Advertiser Perceptions.

Companies that are serious about integrating TikTok into their communications may want to learn more about its paid advertising opportunities, designate a liaison to attend TikTok University or pursue the platform's new media-buying certification.

Special Reports /

Insurance agency tips for using TikTok to grow business