TikTok, in partnership with Magna Global, has released a comprehensive report on how businesses can leverage “tentpole” events to elevate their marketing strategies. The study highlights how TikTok’s platform offers in-depth insights into audience interaction with major cultural and sporting events.
The Rise of Tentpole Marketing in the Digital Age
Tentpole events like the Olympics, Valentine’s Day, and product launches offer valuable opportunities for marketers. However, traditional television advertising is no longer enough. TikTok’s report notes,
“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.”
This shift calls for brands to embrace interactive, user-driven content that extends beyond the event itself.
Where Are Consumers Watching?
The report reveals the gap between television viewership and digital consumption. With more consumers moving to online platforms, TikTok has become essential for brands looking to connect with hard-to-reach audiences.
“41% of people who regularly follow major tentpole events on [TikTok] were TV’s hardest to reach: light and non-TV streamers. Why? Because, while TV showed what happened, TikTok was the epicentre of the conversation – inviting both users and brands to be a part of it all.”
This data shows that while TV provides live coverage, TikTok encourages community-driven discussions, making it an important complement to traditional advertising.
Regional and Demographic Factors in Event Marketing
TikTok’s report also highlights how regional and demographic factors influence audience interaction with events. Some regions prefer real-time content, while others engage with material over a longer period. TikTok’s data helps brands pinpoint where their target audiences are most active.
The report states, “Whether it’s through localised influencer partnerships, region-specific trends, or culturally relevant messaging, brands that adapt to audience preferences can increase their marketing effectiveness.”
The Role of Influencers in Event-Based Marketing
Influencer marketing is essential for brands seeking to maximise their presence during key events. TikTok’s creator-driven environment enables influencers to shape trends and engage audiences in impactful ways.
The report highlights how influencers can amplify a brand’s message by creating event-related content that resonates with viewers. Collaborating with influencers offers benefits such as higher engagement, increased credibility, and access to niche audiences.
Success depends on partnering with creators who align with the brand’s values and can seamlessly integrate promotional messaging.
Optimising Ad Strategies for Maximum Impact
TikTok’s report outlines recommendations for effective advertising during tentpole events. Timing and placement are key to achieving reach and engagement. Brands should focus on storytelling, seize trending moments, and create interactive content that encourages participation.
TikTok’s cost-effective ad solutions also benefit smaller businesses with limited budgets. The report suggests using short-form videos, interactive challenges, and branded hashtags as alternatives to expensive TV commercials.
Key Takeaways for Marketers
TikTok’s report offers key takeaways for brands looking to leverage major events:
- Early Engagement Matters: Start marketing efforts weeks before the event to maximise awareness.
- Sustained Interaction is Key: Post-event content helps maintain momentum.
- Digital Complements TV: TikTok is crucial for reaching younger, digital-first audiences.
- Influencers Drive Engagement: Creators help brands integrate into event discussions.
- Ad Strategies Must Evolve: Use storytelling, interactivity, and trending moments to enhance visibility.
Conclusion
TikTok offers businesses of all sizes a distinct advantage in a digital-first world by aligning with audience preferences and embracing new content formats. Brands can elevate their presence during important events and cultural moments through this social media platform.