TikTok’s Role in Re-Energising the Mid-funnel

Tackling consideration burnout

Consumers are increasingly overwhelmed by purchase journeys - and growth is stalling because of it. When consideration outweighs the sense of progress and joy in the experience, journeys don't just slow down, they stall, reset or are abandoned entirely. 

‘I looked through so much stuff that I started feeling frustrated and overwhelmed, and then thought, you know what, I can’t do this right now.”
 UK, Female, 58

This research, conducted by TikTok in collaboration with Ipsos across twelve global markets, explores how brands can tackle this consideration burnout and rebuild momentum where it matters most. 

Activating “Joyful Utility” reinvigorates journeys in the mid-funnel

We uncovered how TikTok can reinvigorate journeys through “Joyful Utility”. The platform’s unique combination of entertainment and functionality can act as a trigger for brands to overcome mid-funnel stalling. 

• TikTok’s entertaining, community-powered backbone engages, energises and puts users in a positive mindset, creating a joyful halo effect for brands and sparking journeys to life. Daily users are 47% more likely to enjoy advertisements on TikTok (vs non-daily TikTok users).

• The responsive engine surfaces content that instils confidence in users to discover, evaluate and progress in their journeys. Daily users 43% more likely to say advertisements on TikTok are both “useful” and “relevant” to their interests (vs. non-daily TikTok users).

The synergy of “Joyful Utility” creates a powerful effect on the mid-funnel that brands can tap into.

• Brand halo effect: Brands on TikTok are perceived as more authentic (+30%), more innovative (+30%), more in touch (+18%) and more trustworthy (+11%) than those that aren't.  

• Mid-funnel accelerator - reducing the gap between discovery and action. 72% of daily TikTok users exposed to a sponsored ad said it made them want to learn more about the brand, and 68% of daily TikTok users exposed to a sponsored ad said it made them want to “buy this brand right now".

• Catalyst for critical decision-making - bridging the gap between initial intent and final confidence. Participants who were shown a sponsored ad on TikTok were 22% more likely to move the brand into their "top choice" or "serious consideration" category. 

Download the full paper and find out more below