Executive Summary:
TikTok, in partnership with Magna, has released a new research report outlining strategies for brands to maximize marketing impact around major cultural and sporting events—referred to as “tentpole events.” These include global events like the Olympics, seasonal occasions like Valentine’s Day, and even brand-specific product launches.
Unlike traditional media, TikTok fosters an interactive experience where users actively shape conversations, remix trends, and engage with content before, during, and after events. The report highlights that 41% of TikTok users who regularly follow major events are light or non-TV streamers, making the platform a crucial channel for reaching audiences that traditional advertising struggles to capture.
Key insights from the report include the power of influencers in amplifying event-related content, the importance of aligning ads with trending conversations, and regional variations in how audiences engage with tentpole events. While much of the report targets large brands with TV ad budgets, TikTok’s dynamic engagement model offers opportunities for businesses of all sizes to capitalize on cultural moments and drive marketing success.
For brands looking to enhance event-driven campaigns, TikTok presents a unique opportunity to integrate seamlessly into user-driven conversations, creating a more engaging and impactful advertising experience.
Download the TikTok/Magna tentpole events study here.
