Report looks at TikTok brand

One of the big questions in social media and digital marketing is how can we utilize TikTok?

Streaming analytics provider Conviva recently published its latest TikTok benchmarks and strategy report, which provides insight based on more 900 branded TikTok accounts, from across 10 industries. 

As noted in the report, via SocialMediaToday.com: 

"2020 was the year TikTok exploded. Likely accelerated by the pandemic, TikTok seemed to be the one app everyone was talking about as they were stuck inside. For many, TikTok was a distraction; for others, it was a creative outlet. However you used it, in 2020 TikTok found a permanent place within popular culture."

The report is 45 pages (I've got some reading to do). The report is available for download (via email sign-up here), and it includes a range of insights, including the most followed brand accounts, along with those that have seen the fastest growth.

If you do take the time to read the document, be sure to keep in mind what your audience is. Yes, TikTok is popular, but if it's not your audience, you'll waste time and money.

Here are some bullet points from the report:

• Of the accounts measured, the average growth from February 2020 to February 2021 was 604k followers with sports media accounts charting the largest average yearly increase at 1.179 million, followed by streaming accounts at 825k.
• Netflix was the 2020-2021 winner on TikTok, gaining 10.6 million followers in the past year, more than any other account measured. ESPN came in second at 10 million followers in the past year.
• It takes effort and consistency to grow. The average account posted 241 videos while the top 20 accounts with the most followers posted an average of 1721 videos each.

Happy reading!