TikTok stakes claim as key platform for tentpole moments

As brands fight for attention in a busy media landscape, tentpole moments from major sporting events to cultural milestones are proving to be crucial for breaking through. But how audiences engage with these moments is shifting and TikTok is emerging as a dominant player in capturing attention.

A new study from MAGNA Media Trials and TikTok, The TikTok Blueprint for Tentpole Success, examines how short-form video is reshaping audience engagement during major events like the Olympics, revealing insights for brands looking to capitalise on real-time, high-impact moments.

The study explored ad effectiveness around the Paris 2024 Olympics, comparing TikTok’s impact to TV and traditional search across retail, finance and CPG brands. The findings highlight a major behavioural shift, with 42% of people saying they used short-form video platforms multiple times per day to follow Olympic content, compared to 35% who watched on TV and 30% who used internet search.

In Australia, TikTok usage surged during the Games, with 57% of Australians stating they increased their time on the platform during the event. Athletes and celebrities were the biggest draw for audiences, with 44% of participants engaging with TikTok to follow their favourite personalities.

A new advertising playbook

For marketers, the study suggests that tentpole events provide a unique window where TV and digital platforms complement each other, rather than competing for attention.

Among the key findings was that TV ads can be successfully repurposed on TikTok. Contrary to the idea that digital requires bespoke creative, audiences responded well to seeing the same brand messaging across both platforms, with 63% reporting high attention levels, 58% positive brand perception, and 54% enjoyment of repurposed ads.

Another key finding was that creator-led ads can build momentum. Once a brand has initial exposure via TV or repurposed ads, creator-led content boosted search intent by 7% and brand differentiation by 11%.

TikTok’s role in cultural moments

Hannah Rook from Magna MediaBrands said the findings reinforce the power of shared viewing experiences.

"Australians increasingly consume media on demand, choosing what and when to watch. This makes shared events - and the unified audience they create - a uniquely powerful advertising opportunity. This study uncovers the levers for amplification and shows the positive effects on advertising effectiveness.”

Jorge Ruiz, global head of marketing science at TikTok, said the platform is now a central hub for audiences engaging with cultural tentpole moments.

"TikTok continues to be the go-to destination for experiencing and participating in the world’s biggest cultural moments. Our latest research with MAGNA shows that TikTok is now a primary medium for viewing tentpole events, with 42% of users using short-form video platforms multiple times a day following an event.”

The takeaways for brands

With major events like the Olympics driving cross-platform engagement, marketers who understand how audiences consume content in real time will have a competitive edge. 

The findings suggest that leveraging TV, repurposed creative, and creator-led content in a unified strategy can extend campaign impact beyond traditional reach metrics.