A new study conducted by MAGNA, a global media investment and research company, in collaboration with TikTok, explores why people use the social network and how they’re interacting with ads on the app compared to those in other short-form video platforms.

The study, which included 12,655 surveys of adults ages 18 to 54 from Canada, the U.S., the U.K., Australia, France and Germany, found that TikTok improves users’ moods. The majority of respondents reported feeling happier and more calm after using the TikTok app compared to other platforms. Just in Canada, TikTok is 209% more likely to provide a positive experience than other similar video apps.

Giving the audience the option to skip ads is a good way to attract more viewers, said MAGNA and TikTok. According to the survey, 59% of Canadian users watched brand-sponsored videos more actively when they had the option to skip the ad. And 73% of them said they were more interested in videos they could skip.

Fully skippable ads also leave a longer lasting impression on users. On TikTok, such ads need only one-quarter of the viewing time to impact key brand metrics, compared to VOD. Additionally, skippable ads increase purchase intent by 8% for CPG brands and 3% for media and entertainment brands, as well as users’ intention to recommend brands to others.

MAGNA and TikTok also looked at which ads grab users’ attention on the short-form video platform. According to the report, advertisers who placed their ads next to trending content on TikTok had a strong impact on their brand favorability (+11%), they saw an increase in search intent (+17%) as well as audience purchase intent (+15%). In Canada, 51% of respondents said that when they see ads alongside trending content, the ads become even more relevant to them.