Less than 10% of TikTok users follow brands on the platform

An overview of user engagement of brand profiles on different social platforms across the United States and six European countries (Denmark, Finland, Germany, Norway, Sweden and the UK).

Despite TikTok's rapid user growth, brands have struggled to attract followers to their profiles, according to research from AudienceProject.

Across the United States and six European countries, just 7% of TikTok users say they follow brands on the platform. When compared to ten other social platforms, this share puts the short-form video app above only Tumblr, Snapchat and WhatsApp.

In the US, for example, 11% of TikTok users follow brand profiles on the platform. This is a lower share than platforms like Twitter (35% of users follow brands), Pinterest (24%), LinkedIn (20%), Reddit (15%) and Tumblr (15%).


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