For the second year in a row, TikTok earns praise from users as having the most engaging ads for consumers, according to a Kantar study.

In case you haven’t been paying attention, TikTok has a good thing going. It has engaging content built for the short attention span audience. It launched targeting the cool and hip younger crowd but then blended into the early adopting older, more B2B marketable set. Everything it touches turns to gold, including staring down a global superpower who wanted it to die.

So why are its ads so engaging?

Is it TikTok or Just Trying?