TikTok brand profile U.S. 2023

How high is the brand awareness of TikTok in the United States?
When it comes to social media users, brand awareness of TikTok is at 91 % in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is TikTok in the United States?
In total, 43 % of U.S. social media users say they like TikTok.

What is the usage share of TikTok in the United States?
All in all, 42 % of social media users in the United States use TikTok.

How loyal are the users of TikTok?
Around 37% of social media users in the United States say they are likely to use TikTok again.

What's the buzz around TikTok in the United States?
In June 2023, about 39 % of U.S. social media users had heard about TikTok in the media, on social media, or in advertising over the past four weeks.

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TikTok brand awareness, usage, popularity, loyalty, and buzz among social media users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

2,149 respondents

Age group

18-64 years

Special properties

respondents who use social media

Method of interview

Online survey

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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