TikTok is quickly becoming a major social media platform for advertisers. To determine the value and potential of TikTok as a marketing channel and branding opportunity, brands should:
TikTok Brand Landscape Long-standing social media mainstays may no longer provide the exciting edge that brands crave. American consumers view social media brands differently, with older brands often being more corporate and utilitarian, and more familiar to American consumers. Newer brands like TikTok tend to align with modernity, style, and energy. TikTok Trends Most TikTok users are loyal users, suggesting that source of ongoing engagement is valuable to both the platform and the brands that use it. As expected, the app's audience skews younger, with only 1% of baby boomers using it, but not all teens have TikTok. Users are most likely to be Gen Z (44%), but millennials report using the app most frequently. Gen Z is more likely to use TikTok than other social media apps (41%), so even as TikTok's popularity grows, Gen Z may still be the cornerstone of its user base. appendix Harris Poll's Brand Platform shows that TikTok's brand equity has been steadily improving since last summer. People's perception of the platform's trajectory has been driving the growth. The PDF version will be shared on 199IT Knowledge Planet, just scan the QR code below! |
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