Harris: 2021 TikTok Gold Rush Report

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:

• Understand why users join and use your app.
• Pay attention to how consumers are using TikTok and what content is currently capturing their attention.
• Assess how consumers who use TikTok perceive their brand and its marketing on the platform.
• Define its desired brand positioning and the content or partnership strategy that supports it.
• Measure and track the ongoing performance of content and its brand.

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.

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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.

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