TikTok has emerged as having the most fun and entertaining ads of all social media platforms according to a survey on consumer attitudes. The high engagement levels on the platform as well as being dominated by Gen Z humour gives it a unique advantage in creating cultural moments.

With its focus on authenticity and humour, TikTok isn’t the most conducive channel for branded content. However, ultra-low-cost carrier Ryanair is embracing the creativity of the social media platform through its witty videos, which have been extremely well received by the public.

Product and brand authenticity is what people are constantly looking for in their shopping journeys. But what constitutes authenticity, as researchers from three universities have discovered, depends on six judgements weighed up by consumers on their perception of products.

Balancing privacy concerns with optimal experience has been a challenge for digital marketers. But when or why are ads seen as more acceptable by consumers? Canvas8 spoke to Dr. Tami Kim, assistant professor of marketing, to understand why people feel negatively about targeted advertising.