Now that's Significant - Ep 130 - Quantifying optimal content variety on TikTok with Alexis Harris

In this episode of 'Now That’s Significant,' host Michael Howard, Head of Marketing at Infotools, delves into the world of social media research with guests Alexis Harris, Research and Insights Manager at TikTok, and Devora Rogers, Chief Strategy Officer at Alter Agents.

Alexis brings her expertise in leveraging mixed methods and fostering cross-functional relationships to deliver actionable insights. Devora, known for her innovative approach, has led research teams and developed methodologies for global brands.

The discussion centers around a fascinating study on content variety and its impact on user engagement on TikTok, offering valuable insights for brands looking to optimize their content strategies.

Key takeaways from the episode:

1. Importance of content variety: 64% of TikTok users prefer brands that offer a diverse range of content. This variety not only enhances engagement but also increases positive emotions among users, making them more likely to interact with the brand.

2. Role of creators: A mix of brand-led and creator-led content is highly effective in engaging audiences. Users find content from a variety of creators more relatable and authentic, which helps brands achieve better metrics in terms of engagement and trust.

3. Emotional connection: Diverse content boosts positive emotions, with users showing a 65% increase in positive feelings when exposed to a variety of content. This emotional connection translates to higher engagement and stronger brand loyalty.

4. High and low production content: Both high and low production content have roles to play in a successful TikTok strategy. Shorter content, particularly under 31 seconds, performs exceptionally well, and featuring the product throughout the video often leads to the best results.

5. Practical implementation: Brands should experiment with different content types and leverage creators to enhance relatability and trust. By using a mix of high and low production content and varying the creators, brands can effectively engage their audience and drive better outcomes.

Check out more episodes of Now That’s Significant on major podcast platforms and stay informed about the evolving landscape of consumer behavior and technology.

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.