Consumers crave content that reflects their values and identities. This report finds personal and cultural relevance drives stronger attention, trust, and purchase intent. Brands succeed when they understand community needs, use humor, partner with creators, and tap into niche cultural trends. On TikTok, 71% say content feels personally relevant and 70% say it influences culture. Relevance leads to better full-funnel results—brands with high cultural relevance grow 6x faster. TikTok drives discovery, with 7 in 10 users trying new products or brands after seeing relevant content.

Join for free to read