Blogs: Social Setting / Social Media

New Audience Insights for Instagram, a Nielsen Study From TikTok


Instagram announced last week that it’s made new insights available to business users, so that they can get a clearer picture of what’s motivating their audiences.

First is the introduction of “Accounts engaged,” a metric highlighting the total number of accounts that have interacted with your brand in a given period of time. Information like top cities, countries, age ranges, gender, and whether or not recent engagees are followers are some of the key demographic information businesses can find here, to help better understand who is engaging with their content.

Instagram has also added new information about reach, which shows the accounts that are viewing a business’ content and how they’re being reached. Again, demographic information including top cities, countries, age ranges, and gender will now be available here.

When it comes to reaching followers with authentic content, TikTok has worked with Nielsen to commission an online study of over 8,000 respondents from around the world that measures this hard-to-quantify trait.

According to the social media platform, the objective of the study was “to understand the value of TikTok, explore user perceptions, and gauge the relationship between the users and advertising on TikTok vs the competitive set.”

The results of the study show that respondents find the platform’s content to be “authentic, genuine, unfiltered, and trendsetting.” A reported 64% of respondents feel they can be their true selves on the app, while an average of 56% say they can post videos on TikTok that they wouldn’t post elsewhere. In addition, an average of 53% of users say they trust others to be their real selves on TikTok (TikTok breaks down these sentiments by country here).

For brands using the app, this means potential for increased engagement with real, authentic, joyful content, though it may require using a slightly different strategy from the somewhat polished presence one may put forth on Instagram (though the ’Gram’s recent pivot to video content may look similar for users).

“On TikTok, brands and businesses are members of the community, not just advertisers. Their content matches the authenticity and positive energy of everyday TikTok users, and that shared experience translates to users recognizing TikTok as a one-of-a-kind platform,” TikTok said on its business blog.

According to the survey, an average of 68% of TikTok users find its advertising content specifically to be unique or different from that of any competitive platform, while an average of 52% of TikTok users (internationally, excluding the U.S.) say they search for products or shop on the platform.

Top: Instagram engagement metrics (image via Instagram)

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By: Brittany Siminitz

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