Consumers look for content over brand information on social media

An overview of GWI’s data on the global media landscape in 2024.

Global consumers log in to social media platforms such as TikTok, Snapchat, Instagram and Facebook in search of funny and entertaining content rather than brand information, according to a global media study by GWI. 

The disparity is most apparent in TikTok, where 80% of users seek funny and entertaining content on the platform, compared to 45% of users who go to the app for product and brand information. Pinterest is the only platform that serves foremost as a destination for brand and product information (37%) vs. funny content (21%).

Social media is the most-used channel worldwide: an average...

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