TikTok Provides Insights and Tips to Help Brands Connect with Female Users

A new article on Social Media Today reports that TikTok has shared some new insights into how brands can connect with women on the platform, which research shows is still an overlooked element of most brand and marketing efforts, despite rising general awareness of gender equality and social divides.



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.

TikTok says that 50% of its female users search for products, and shop on TikTok, while 39% say TikTok videos are among the most likely influences to get them to buy. In addition to this, 53% of female TikTok users are motivated to promote brands that they love via video clips and comments in the app. That could provide significant opportunity for the right brands, while giving more dedicated focus to your female consumer audience could also be a valuable approach for your TikTok efforts.