TikTok is the world's most inventive marketer, according to Kantar.

TikTok has revolutionized how consumers watch entertainment by providing companies with the most cutting-edge ways to engage with their audience. Furthermore, marketers assert that TikTok is the most innovative global media brand for the third consecutive year. But it doesn't stop there; TikTok was the only international media firm to have an increase in marketer trust in addition to being recognized as the most innovative brand.

Why is this crucial? More and more advertisers are warming up to TikTok as trust develops in an environment where the trend is negative. The adverts on TikTok are more interesting, drawing sizable audiences that are attentive to the information on our site.Due to more evenly distributed innovation and trust, marketers' preference for TikTok has significantly increased.

Who carried out the research?

Media Reactions is the name of Kantar's global evaluation of media brands and channels' ad equity. A badged TikTok Measuring Partner is Kantari. TikTok outperformed over 290 peers to rank first in the world for ad equity in 2016.

Ad equity measures how consumers feel about the ad experience across different media platforms. Higher ad equity results in more successful campaign outcomes for brands.

This year's Social Reactions study offers insights from over 18,100 customer and 900 top marketer interviews spanning close to 400 brands in 29 regions.

TikTok advertising is still rated as the most entertaining by viewers.

Everyone agrees that entertainment has been redefined. Culture, discovery, and community can be used to connect people, which is one of our content superpowers.


We got the second-best ad value, which reflects how much audiences value our commercials, according to the research. We have been at the top of a list for ad fairness for the previous three years because we create sponsored content that actually resonates with online users. Our commercials are not only creative but also entertaining to watch, which has allowed us to become a market leader in enticing consumers in fresh ways, especially while the advertising environment is continuously evolving.

More than almost any other brand, ours saw a rise in marketer confidence.

An important finding from the study was that while maintaining the same level of innovation as the previous year, market trust in your platform improved. This is significant because, although TikTok's marketing trust increased, that of other propaganda as a whole decreased. As we adapt to a changing media landscape, our focused trust & safety team will continue to build trust with advertisers. We're committed to introducing extra brand safety procedures and campaigns to make sure that your company achieves actionable outcomes from advertising.

The creative economy is redefining the (advertising)

Creators are a crucial component of any effective online media strategy, and TikTok is the best platform for working with them. On our platform, creators are a key component of the formula for a TikTok approach that has been supercharged.

Working with artists opens up new markets for your company and fosters honest customer connections. Join together with them to broaden the audience for your work and engage with users in particular TikTok ways (our Creative Marketplace is a great place to start!).

It's time to improve and innovate.

Due to its genuine, imaginative, and community-focused design, TikTok is the most inventive platform in the world. It enables businesses the freedom to design distinctive advertising campaigns and provides viewers with access to entertaining and engaging information. With our third straight year of great ad equity performance, TikTok is without a doubt the place to be.

We cordially encourage all businesses to collaborate with us as we inspire, amuse, and inspire audiences. We are happy to see that our platform continues to gain acceptance on a global scale. There are still a lot of fantastic opportunities for TikTok marketers as the media landscape shifts, and we warmly invite everyone to join us on the journey.A very big audience has formed that has adjusted to this transition as a result of our reinvention of entertainment. Additionally, it's time for a change in your marketing.