With a revolutionary format that inspires come-as-you-are creativity, TikTok is changing the way that women portray themselves online. Women are building new communities and finding opportunities for self-expression on our platform—and brands are discovering new ways to reach this powerful global audience.
TikTok’s unique ad solutions and creative tools make it easy for brands to engage with female users and build authentic, lasting relationships. But what makes women on TikTok tick? Let’s explore how women perceive themselves, communicate with others, and spend time on TikTok—and how brands can use our platform to connect with this influential community.
Today’s women are multidimensional thinkers, doers, and dreamers that refuse to conform to a single role—or to anyone else’s idea of who they should be. They’re shattering stereotypes and working hard to create an inclusive society where everyone feels welcome and accepted. The world has changed dramatically over the last few decades, and so too has marketing to women. There’s been a drastic shift in the personification of the female consumer.
But despite this progress, there’s still a giant gap between female buying power and marketing messaging. Women control over two-thirds of the global consumer expenditure—yet only 9% of them agreed that marketing initiatives actively engaged with them.
