“Consumers aren’t afraid of advertising, they want entertainment with value” | CTech

“Today’s entertainment is not like it used to be. It is at our fingertips at every moment through the phone,” said Anna Pelkin, Country Manager of TikTok Israel, at Calcalist and Leumi’s Mind the Tech London conference.

“In the past, the choice of daily entertainment was to wait until the end of the day, to sit together in front of the television. Today, all entertainment is at the fingertips,” Pelkin said. “Don’t waste time on the opportunity to connect with entertainment. Entertainment is more than drama. It’s discovery, it’s education and it’s constantly in motion and has a significant impact on the consumer.”

Pelkin said that her routine includes daily consumption of entertainment. “From the moment I get up I consume entertainment and it continues all day. I do yoga from TikTok, I get inspiration from recipes I get on TikTok, and in the evening I get inspiration from Olympic moments.”

According to her, “Many use their phones to watch videos and many see TikTok as a means of entertainment. This is an important opportunity because of the way we connect, customers are constantly on a journey of discovery. This brings a new era to entertainment. Consumers have more choice of content, and brands have more media.

“The ability to capture the attention of consumers is a significant challenge because consumers have new expectations from brands,” she added. “Today’s consumers want to be entertained and don’t want to be sold advertisements. They don’t have a problem with ads, but a problem with being harassed. They want added value, they want you to teach them something, they want you to give them quality communication.”