Nielsen Study Commissioned by TikTok Examines Community, Authenticity, Positivity

Three-quarters of respondents said they can express themselves openly

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

TikTok feels good about the results of a U.S. study it commissioned from Nielsen, which found that TikTok makes TikTok users feel good.

The goal of the study was to uncover insights about the value of authenticity in community and marketing in order to inform brands on how to shift their storytelling and meaningfully engage new audiences.

TikTok head of U.S. business marketing Sofia Hernandez said in a blog post, “Being real is the new cultural currency, as today’s influence comes from the authentic ideas and imagination of everyday people.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in