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90% of brand TikTok videos have product placement

Data • Rob Clapp, WARC Data Points, July 2021

An overview of brand posts and their performance on TikTok.

TikTok users have trebled over past year

Data • Rob Clapp, WARC Data Points, July 2021

An overview of TikTok users across the world between Q1 2020 and Q1 2021.

More than half of Twitch, Snapchat and TikTok users are aged 18-24

Data • Rob Clapp, WARC Data Points, July 2021

An overview of the share of social media users aged between 18 and 24 in the United States.

Influencer marketing: Looking beyond the metros

Article • Amandeep Singh, WARC Exclusive, Spotlight India, June 2021

While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities, says VMLY&R’s Amandeep Singh.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

Most Instagram and TikTok users are female, men prefer YouTube

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by gender.

67% of TikTok users are under 24 while Instagram and YouTube attract older audiences

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by age group.

TikTok expands its user base to older audiences

Data • Rob Clapp, WARC Data Points, May 2021

An overview of TikTok users by age groups.

Bossing B2B marketing on TikTok

Opinion • Daniela Sale, May 2021

A rapidly growing TikTok continues to defy preconceptions. And it’s not just savvy consumer brands that can see beyond videos of dancing centennials – accounting software business Sage is finding success on the platform too, says Daniela Sale.

How TikTok caught the #SeaShanty wave, putting out an ad in four days

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021

Short-form video platform TikTok was able to take a piece of organic content and create an ad to reflect its influence and cultural importance with speed of execution key to the campaign.

What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

Here’s what makes TikTok tick for Gen Z

Opinion • Jeff Thomas and Renee Weber, April 2021

By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.

COVID-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

Opinion • Rob Clapp, April 2021

WARC Data’s latest report finds that Amazon, TikTok, YouTube and Twitch are some of the main winners as brands pivot to reach the COVID consumer.

What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

TikTok in APAC: There’s more to it than meets the eye

Opinion • Naomi Lam, April 2021

BBDO Singapore’s Naomi Lam says TikTok is more than just a platform for “song and dance” – it can also be used effectively by brands for marketing and campaign purposes to grow their business.

TikTok’s Fahad Osman: “embrace the unpredictable, be prepared to pivot”

Opinion • Chiara Manco, April 2021

Fahad Osman, Regional Director, Global Business Marketing, METAP at TikTok, will be judging the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC’s Chiara Manco about how marketers can respond to consumers’ needs, the importance of letting go of control to remain agile, and the value of empathetic insight.

How Arby’s transformed one TikTok video into a viral triumph

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of social media planning for 2021 in the retail sector.

Sports media and Netflix see success on TikTok

Data • Rob Clapp, WARC Data Points, March 2021

An overview of TikTok engagement across different account categories.

45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

How do shoppable formats fit into the media plan?

Article • Jin Kim, WARC Exclusive, March 2021

Details what advertisers need to know about shoppable media.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: