TikTok explored their user’s engagement levels while using the app – in the context of visual attention in multi-screening environments, depth of interest, emotional engagement and information processing. 200+ users participated in this research from Apr 2021 – Jul 2021 across 4 MENAT markets (KSA, UAE, Egypt and Turkey).
According to IPSOS and Neurons, TikTok commands undivided attention when in use, in fact 92% of the total multi-screening experience during the study was spent on TikTok!
TikTok is the #1 Platform in garnering user’s attention when it comes to multi-screening environments, with almost no multi screening.
Image Credit: TikTok for BusinessÂ
And what feels right can be triggered through 4 key brain attributes:
- Visual Attention – where users scan and filter out what’s relevant and what’s not.
- Motivation – they start displaying an interest or preference towards the viewed content.
- Cognitive Load – the brain starts processing and understanding the displayed information.
- Arousal – building an emotional connection with the subject matter.
Image Credit: TikTok for Business
So, what did IPSOS and Neurons learn?
Behold the relevance neuro triangle, where TikTok delivered great results across all key attributes:
• You See it where users showed undivided attention when they are on TikTok
• You Like it with intensive emotional engagement from TikTok content and especially ads
• You Want it with unsurpassed ad interaction that leads to higher purchase intent
And what does this mean for advertisers?
And not only does TikTok provide undivided attention, it is also appearing as the most influential platform because of its relevant experience that drives high levels of consideration.
Image Credit: TikTok for Business
We know that people buy what feels right – AKA what is relatable and relevant – and when we capture their minds and hearts, users will have a strong recall of the brands advertised and will more likely buy it – or should we say ‘Get It’.
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