Our study aimed to understand why people engage with TikTok and identified different mindsets among users by surveying 4,000 respondents across five European countries. The majority of TikTok users fell into four core mindsets: “Entertain me,” “Participate,” “Uplift,” and “Discover.” Brands should recognize that mindsets, not demographics, unite people, and understand when users are in these mindsets to maximize opportunities for connection and sales. Author Gina Pell coined the term “perennial” to describe this shift towards growth thinking and curiosity.
Our study utilized various methods such as stakeholder interviews, internal TikTok document reviews, mobile ethnographies, quantitative diary studies, and mindset segmentation analysis to identify key areas of differentiation for the brand. We found that TikTok’s unique value proposition lies in delivering branded content to an “Entertain Me” audience with a playful and cheerful mindset, resulting in a unique user experience.