New research from MAGNA reveals TikTok has become the primary platform for viewing and engaging with major cultural events, with 42% of users accessing short-form video platforms multiple times daily following an event, a TikTok blog post reads. 

The platform extends engagement beyond traditional media’s limited timeframe, converting momentary cultural phenomena into sustained conversations.

The Platform’s Growing Influence

According to Jorge Ruiz, Global Head of Marketing Science at TikTok, the platform offers advertisers unique opportunities that traditional media cannot match.

“TikTok is where audiences are engaged, and marketers can tap into the excitement around cultural events to help support their advertising outcomes, such as brand awareness and reaching new audiences,” Ruiz said in the blog post.

Image credit: TikTok

The MAGNA study indicates that TikTok users are 1.64 times more likely to first learn about major events on TikTok than on other platforms and channels.

The research suggests brands can maximize their impact by planning campaigns early to secure premium inventory, align creative and media strategies, and extend engagement beyond the initial event through follow-up content.

Premium Advertising Options

TikTok’s advertising suite includes several products designed to capitalize on cultural moments. 

According to the MAGNA study, TopView, which appears when users first open the app, has demonstrated a 30% increase in unaided recall and 47% increase in aided recall for brand or product mentions when deployed during key moments.

The platform’s Pulse suite offers additional targeting capabilities with demonstrated effectiveness. Pulse Premiere, which places advertisements alongside premium publisher content related to major events, showed an 8% increase in overall favorability versus control groups. 

Meanwhile, Pulse Lineups, which positions brands next to trending user-generated content in specific categories, proved 259 times more likely to appear adjacent to trending #USATeam videos during the July-August 2024 period than other advertisements.