In a world where practicality is more important than emotion, "emotional entertainment" is the new way to deliver content and help people reignite their creativity. TikTok is a revolutionary digital space for this purpose, as it is undoubtedly the best platform for building a strong emotional bond with its users.
Creating a real connection with users and giving them positive feelings of joy, well-being and inspiration is a big challenge these days, especially in a world where innovation and new ideas are hard to come by. .
This poses a huge challenge for brands and marketers, as emotional communication has become central to building customer loyalty and shaping customer behaviour. Targeted content that resonates with your audience and evokes a range of emotions, from empathy and nostalgia to inspiration and hope, is the perfect way for brands to make an unforgettable impression.
For this reason, leading research firms IPSOS and MediaProber conducted a unique study to reveal the significant impact of consumer emotional responses to digital social media content. They have studied the impact of emotional entertainment on business. In the United Arab Emirates, in the United States. The findings are also based on data from a 2021 study conducted by Ipsos and Neuros in the Middle East, North Africa, and Turkey, which sheds light on why users care about TikTok content.
To understand the science behind emotional connection, Ipsos and Mediaproper used innovative research techniques to determine when emotional connection peaks when using digital media platforms.
Research shows that users experience these moments around 5 times during a 30-minute browsing session on major digital platforms, with TikTok users experiencing 1.2 times more positive emotions than other digital platforms.
TikTok's leadership in interest is clear: users spend 92% of their time on the platform and 8% in front of the TV (% more time using TikTok compared to TV time) in a natural, multi-screen environment. When choosing between (environmental) short video content is gaining traction among users TikTok where they watch 1.6 times more videos (UG+ ads) than other digital platforms.
The chills effect lasts longer than the immediate response and improves the user's mood even after using the platform for a long time. TikTok was the only platform that improved user sentiment. Usage rates were 2.6 times higher than other digital platforms, cementing its status as a source of positivity and inspiration.
“This groundbreaking and unique marketing study examines the impact of emotional moments on user experience and engagement with online content, while identifying commercial opportunities for brands to engage with their audiences,” says Media Appropriate.
Ribeiro added, “We examined a variety of psychological and physiological data from participants on TikTok and other digital channels to identify moments of emotional connection. An integral part of business strategy for brand satisfaction and impact.
Emotionally impactful content is curated by users and combines original content, positive style, real people, and music to give the content an authentic touch, easily attracting users to the platform, increasing the feelings of users and subscribers, increasing the emotional resonance and the will to leave a lasting impression with the audience.
Ramesh Redhikar, Head of Brand Monitoring MENA at Ipsos commented: “This scientific study on emotional entertainment shows that emotional content can have a profound impact on digital users, especially on the TikTok platform.” This impact goes beyond entertaining, engaging, and inspiring users. for "
Emotional communication in TikTok is closely related to consumer behaviour. According to a study conducted by Ipsos on the incentives to buy brands in the UAE, Saudi Arabia, Saudi Arabia and Turkey in 2022, the emotional impact of content drives 68% of shoppers to shop on TikTok.
Brands can harness the power of emotional entertainment to leave lasting impressions, build loyalty and drive purchases. As users consume more content, ads on TikTok are twice as likely to be remembered as compared to other platforms.
Additionally, a 2023 study found that users who experience moments of emotional connection are one and a half times more likely to purchase products or services via digital platforms. Especially on the TikTok platform, because of the stronger emotional attachment on TikTok, users are more willing to try to buy a product or service.
These findings underscore the huge potential TikTok has for brands looking to create real and lasting emotional connections with their audience. And by harnessing the power of emotional entertainment, brands can drive purchases and increase the overall impact of their marketing efforts on TikTok.