TikTok wants brands to try and be more funny, as a means to create more resonant messaging in the app.
That’s the focus of the platform’s latest research insights, which look at what types of comedic approaches work on the platform, and how brands can tap into these to boost their clips.
According to TikTok:
- Videos posted to the hashtags #funny and #comedy have six trillion views in the app
- 30% of TikTok users said humor in creator content was a top motivation for purchase intent
- “Funny” is the top video category that viewers want to see from creators
- 7 in 10 viewers say “making people laugh” is considered the most enjoyable aspect of watching TikTok ads