AdWeek Efrain Mendicuti
Efrain Mendicuti, head of Global Business Solutions in Mexico for TikTok, has presented a study of the app in Advertising Week LatAm highlighting the relevance of its dependable authenticity. “TikTok is as unique as your fingerprint because it’s not an app that is limited to social chats or to the number of followers you have. Authenticity plays a key role. Its purpose is not just to entertain but to inspire and create an experience for the user to enjoy,” he said. Mendicuti added that through studies and analyses of its users they have identified four key characteristics of TikTok: a sense of community, authenticity, differentiation and discovery. Among the data collected they found that 68 percent of users identify themselves with the content, while 81 percent think TikTok is a place where they can freely express themselves.“The app’s authenticity factor, combined with creativity in the creation and search for new content among users, are elements that enable brands to present themselves in a relevant way, mingle with our culture and integrate themselves in our community,” he said.For example, he pointed out that 90 percent of frequent users discover new content that they like, while 72 percent say their reason for using the platform is precisely to discover new content. Furthermore, 78 percent think the advertising on TikTok is widely different from that seen on other platforms. “TikTok is a chance for brands to contact users with highly original content that is both entertaining and reliable, and which therefore allows potential consumers to be reached in such an innovative way that it wins new audiences,” Mendicuti said.
