According to survey data from WARC, while women control over two-thirds of the global consumer expenditure, only 9% of them feel that marketing initiatives actively engage with them and their perspectives. This is both surprising and unsurprising at the same time, with male dominance still an influential element in many aspects of daily life, whether we realize it or not.
With this in mind, TikTok says that its platform offers a significant opportunity to connect with female consumers, specifically. As per TikTok:
A key element of this, TikTok says, is the app's less-polished approach to content, which facilitates more connection with female users.
|"Unlike other content platforms that showcase the flawless and the filtered, TikTok is all about being real - not fake. Women on TikTok feel empowered to be creative and to express themselves however they choose. Whether they're discussing their acne journey or sharing the pain of a miscarriage, women are finding acceptance, inclusivity, and freedom on TikTok."|