Active engagement in the metaverse and on digital platforms has outpaced passive consumption as consumers crave mindful and cheerier content for viewing. Brands are now adjusting their ads with uplifting and heartwarming moments, inviting audiences to join them in joy and jubilation.
Crowded with dance videos, funny pranks and stunt trends, TikTok is a solid source of joy—and a source of opportunity for brands seeking lighthearted, authentic connections with their audience. According to a study by the Flamingo Group, 73% of TikTok users said they felt happier after logging into the app. Associating those positive emotions with a brand continues to be a top strategy among marketers, as brands hone their marketing into positive spaces and platforms.