Survey vs. Actual Data: The Surprising Truth About Young Adults' Real Use of TikTok

January 2024 - Present

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Understanding the gap between reported and actual user behaviour on platforms like TikTok, Instagram, and YouTube Shorts is crucial for accurate market insights. Traditional survey data, such as that in the Media Development 2023 report from DR Analysis, often fails to capture the full picture of media consumption, particularly among young people. This discrepancy can lead to misguided strategies and missed opportunities for brands targeting these demographics.

Through CreatorNation, MediaCatch has access to precise data on how target groups actually use these platforms. For instance, analysing the behaviour of 20-22-year-olds interested in fashion reveals significant deviations from self-reported usage:

• Reported Usage: They claim to use the platform for 30-40 minutes daily.
• Actual Usage: Data shows they use it for 65 minutes daily.
• App Engagement: They open the app more than three times daily.
• Content Consumption: They watch over 200 videos daily.
• Language of Content: Only 13% of the content viewed is in Danish.

Feed Personalization: Despite similar demographics, only 4% of the content overlaps across the target group, indicating highly personalised feeds.

Key insights derived from CreatorNation highlight the importance of understanding actual user behavior:

1. Usage Discrepancies: There is a significant gap between reported and actual usage times, indicating that self-reported data may underrepresent engagement levels.
2. High Engagement: Frequent app openings and high video consumption suggest strong user engagement.
3. Content Preferences: The predominance of non-Danish content and highly personalised feeds underscore the global and tailored nature of user preferences.

Targeted Reach: The minimal overlap in content seen by users within the same demographic points to the effectiveness of algorithmic customization in capturing individual interests.

Implementation

CreatorNation offers a comprehensive tool for brands to unlock key insights into their audience’s behaviour, influential creators, and communities. By analysing actual user data, brands can develop effective, targeted marketing strategies that resonate with Gen Z and Gen Alpha.

Custom Reporting

CreatorNation provides custom reports that detail:

• Format Preferences: Identifying which content formats capture the most attention.
• Brand Affinity: Understanding which brands the audience cares about.
• Creator Engagement: Highlighting which creators drive the most engagement.

Results

1. Accurate Usage Metrics: Brands gain a true understanding of how their target audience engages with platforms, leading to more effective content strategies.
2. Enhanced Personalization: Insights into content preferences and feed personalization help brands tailor their messaging to individual users.
3. Optimised Engagement: Identifying high-engagement formats and influential creators enables brands to maximise their reach and impact.
4. Informed Strategy: Access to detailed, accurate data allows for the development of data-driven marketing strategies that are aligned with audience behaviour and preferences.

Conclusion

CreatorNation provides unparalleled insights into the actual behaviors and preferences of young audiences on social media platforms. By bridging the gap between reported and actual usage, brands can develop targeted marketing strategies that effectively engage Gen Z and Gen Alpha. With CreatorNation's data-driven approach brands are equipped to navigate the dynamic landscape of social media marketing and achieve their brand goals.