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TikTok Content Makes Ads on Other Platforms More Effective According to Study

By this point TikTok has managed to become one of the most popular platforms in the world in terms of the content that people end up watching. While influencers on TikTok have been quite effective with regards to making it so that people get interested in certain brands or products on a more or less regular basis, but with all of that having been said and now out of the way it is important to note that the content that you see on TikTok could potentially influence you in a wide variety of other ways as well.

Research that was recently conducted by Whalar shows just how interconnected the world of online advertising has managed to become over the years. For one thing, if you were to see some content or an ad on TikTok, this would make it far more likely that seeing the same ad or some other kind of influencer related content would end up having a relatively strong impact on you. Brands and advertising agencies often attempt to use this to their advantage by trying to reinforce the kinds of messaging that they want people to see.

There is a science to this type of phenomena that we really need to try to understand. TikTok is often used as a primer of sorts, with people being exposed to shortened or stylized versions of the content or advertising on TikTok which would subsequently end up making them a bit more receptive to said advertising. Instagram influencers would find that their content becomes 43% more memorable if people have already seen some version of it on TikTok which just goes to show how important it is for you to start establishing a presence on as many platforms as you can.

Even the rather antiquated medium of television sees a boost thanks to TikTok. TV ads become 13% more memorable if people have already seen the ad on TikTok. Another thing to note is the fact that if a lot of people are skipping ads on your YouTube videos, priming them for the ad on TikTok would make it 31% less likely that this would end up being the case. The social media ecosystem is turning into a bit of a positive feedback loop which is making advertising a great deal more effective which is something that can have both a good and a bad impact on society.


Read next: TikTok shared new guides and resources to support the community’s well-being, and extenuate mental health issues and eating disorders

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