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TikTok Study Reveals What Real Means For Women On The Platform


TikTok Study Reveals What “Real” Means For Women On The Platform

If you’ve logged into TikTok you’ve probably also seen popular trending hashtags such as #GirlDinner and #GirlMath inspiring women across the globe to create thousands of videos, some of which are perfect UGC for brands.

The social media giant just released a report that focuses on demystifying how brands can reach women on their TikTok in order to fully leverage this wave. Let’s take a look!

TikTok Study Reveals What "Real" Means For Women On The Platform

Who Conducted the Survey?

The report was conducted by Lizzy Bilasana and Coco Mocoe, both experts in their own right. 

Lizzy Bilasano is currently the VP of Creative Strategy at Whalar. She’s a creative turned marketer who focuses on producing solutions for creators and clients who choose to break free from legacy advertising methods.

Coco Mocoe hosts two popular podcasts “Share Your Screen” and “ Ahead of the Curve”. On these podcasts, Coco identifies and discusses talent and upcoming trends. 

TikTok Study Reveals What "Real" Means For Women On The Platform

Key Takeaways

The influence brought to the space by women is backed by the fact that females dominate marketing on social media platforms. 77% of users online that monetize their accounts are women, and the majority of female shoppers online(67%), rely on content creators to make recommendations before purchasing a product. This means that women shape how brands and consumers provide and consume content.

TikTok Study Reveals What "Real" Means For Women On The Platform

Theme 1: Women’s Storytelling Across Generations

On TikTok, women across various age brackets are forging communities where they can freely share their unique perspectives, fostering an environment of inclusivity and diversity. An impressive 70% of women users on the platform attest to finding groups on TikTok that offer them a sense of belonging they haven’t encountered elsewhere.

TikTok Study Reveals What "Real" Means For Women On The Platform

The TikTok Creator Marketplace emerges as a pivotal tool in this context, enabling advertisers to source content ideas directly from creators. This diverse pool includes everyone from ‘corporate girlies’ in their 20s to newly single women in their 60s, illustrating the platform’s broad appeal and capability to cater to various interests and life stages.

TikTok Study Reveals What "Real" Means For Women On The Platform

Theme 2: A Platform for (Self-) Discovery

TikTok is not just a “search engine” it’s a discovery engine that allows its users to find new things and become more knowledgeable in spaces they haven’t ventured into before. This is essentially “Stumble Upon” meets web3 social media platforms and it’s given out brilliant results so far.

Many women love this about the new age of social media platforms like TikTok because they too have found new facets of themselves by scrolling through content and finding new concepts and trends. By joining nuanced creator conversations brands can become more discoverable to women.

TikTok Study Reveals What "Real" Means For Women On The Platform

Theme 3: Changing Definitions of “Real”

According to the report, viewers on TikTok say that both user-generated videos and ads appear authentic. However, the barometer for what’s “real” is subjective and looks different to each user. A whopping 67% of women on the platform agree that it feels like a safe space to share. 

Plus, although TikTok is known for its casual content where users share raw and unedited videos, the platform is seeing a rise in more curated videos, longer formats, and premium-style content. 

For females on TikTok, the report clearly states that “realness” means showing up authentically, whatever that may look like. Whether it’s premium-style content or lo-fi cool. 

This means, that brands who want to market to women should reevaluate what authenticity looks like. Just because it’s TikTok doesn’t mean that brands have to post spontaneous, lo-fi, and humorous content. The main objective should be to use branded content that makes sense for their business identity and goals. 

TikTok Study Reveals What "Real" Means For Women On The Platform

What Does This Mean for Influencers And Content Creators?

For influencers and content creators, particularly women, this cultural dominance opens new opportunities. The findings underscore a critical shift: to leverage the potent influence women wield on platforms like TikTok, brands must craft content that resonates on a deeply personal level, echoing the authentic experiences, aspirations, and diverse facets of women’s lives. 

This shift means moving beyond mere trend participation to fostering genuine connections and driving meaningful conversations. Content that engages, informs, and inspires, bridging the gap between personal expression and discovery, is going to thrive.

For creators, this environment isn’t just about leveraging their influence for brand partnerships but also about contributing to a broader dialogue, shaping how women see themselves and each other in the digital age.

  1. Embrace Diversity in Content Creation: Brands should actively seek out and collaborate with female influencers and content creators from diverse backgrounds and experiences. This inclusivity enriches the brand’s content but also ensures a wider and more authentic representation of women in media.
  1. Invest in Authentic Partnerships: The report really highlights the importance and need for brands to build genuine, long-term partnerships with women influencers who align with their values. These collaborations should go beyond one-off promotions to include co-created content that resonates deeply with both the influencer’s and the brand’s audience.
  1. Prioritize Listening and Engagement: Businesses and marketers can leverage social listening and engage with female creators’ content on social platforms like TikTok to understand their preferences, challenges, and aspirations. They can later use these insights to tailor content that addresses their needs.
  1. Leverage User-Generated Content: Brands wanting to market to women should encourage and feature user-generated content from females to showcase real stories and experiences. This approach not only amplifies diverse voices but also builds trust and authenticity around the brand.
  1. Adopt a Platform-Specific Strategy: Brands need to understand the unique dynamics of each social platform, especially TikTok, and customize content to fit its culture and creative trends. This means creating content that’s native to the platform, whether it’s lo-fi, premium, or somewhere in between, ensuring it aligns with the brand’s identity and resonates with the female audience.

Link to the Report

The “How To Reach Women on TikTok Report” by TikTok can be found on their website, along with other interesting studies, research reports, and blogs that share insights into platform-specific news and strategies.

Romilly Anne Glenton

Romilly A. Glenton is a Spain-based writer with a deep passion for the influencer economy and creator space. Her writings offer insightful perspectives on digital trends and the evolving landscape of social media influencers. Living in the heart of Spain, Romilly's work is infused with a unique blend of traditional cultural insights and modern digital developments. She skillfully dissects viral trends and influencer marketing strategies, making complex topics accessible and engaging. Her articles are not just informative, but a reflection of her own journey through the rapidly changing digital world. When she's not writing, Romilly enjoys exploring Spain's rich culture, drawing inspiration for her insightful pieces.

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