TikTok brand profile in the U.S. 2023

Social media brands

TikTok brand profile in the U.S.

With Montana being the first U.S. state to make it illegal for residents to use TikTok (as of May 2023), the social network might or might not have a rocky road ahead of it - increased awareness might boost relevance.
Currently, TikTok is recognized by 91 percent of social network users in the U.S., and 42 percent had used it in the past 4 weeks prior to our survey. The video posting platform has a usage score of 62 percent among Gen Z social media users. Around one-third of Generation X consumers had noticed TikTok on social media and in advertising in the past 3 months prior to our survey.

For information on the company owning TikTok, visit the ByteDance Ltd. company profile at ��ƽ�� Company ��ƽ��.

Brand KPI profile

Consumers know TikTok, but are they using it as well?

Launched in most international markets outside China in 2017, TikTok has created quite a stir in the United States. Around 91 percent of social network users in the U.S. recognize TikTok, and 42 percent had used it in the past 4 weeks prior to our survey. 37 percent of social media users are planning to use TikTok again in the future, and 39 percent had noticed the video posting app on social media and in advertising over the past 3 months prior to our exclusive survey.

Consumers know TikTok, but are they using it as well?. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	91.0%
Popularity	43.0%
Usage	42.0%
Loyalty	37.0%
Buzz	39.0%

Generations

Gen Z (and Millennials) continue to embrace TikTok

You might have seen it coming, haven’t you? Gen Z and Millennials do not only make up the largest group of TikTok users in the United States, but they are also the most loyal. And while 62 percent of Gen Z social network users had used TikTok in the past 4 weeks prior to our survey, the usage share among Millennials is at 46 percent. While TikTok is well-known among older generations in our survey, the social networking platform still has room for improvement to increase its scores among Baby Boomers – if desired.

Gen Z (and Millennials) continue to embrace TikTok. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	91.0%	92.0%	91.0%	91.0%	88.0%
Popularity	43.0%	64.0%	47.0%	32.0%	12.0%
Usage	42.0%	62.0%	46.0%	32.0%	14.0%
Loyalty	37.0%	55.0%	40.0%	29.0%	10.0%
Buzz	39.0%	47.0%	40.0%	35.0%	29.0%

Life values

Being successful is more important to TikTok users

A happy relationship and an honest and respectable life are about equally important to both TikTok users and non-users in the United States. Both groups also place similarly low emphasis on social justice (13 and 12 percent) and advancing their careers (19 and 14 percent). However, the most noticeable difference between Tiktok users and non-users lies in their rating of being successful. While this life aspect is important to 48percent of TikTok users, only around 32 percent of the non-users consider being successful as one of the 3 most important aspects in life.

Published July 4, 2023

Being successful is more important to TikTok users. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	TikTok user	Non-user
A happy relationship	48.0%	49.0%	47.0%
An honest and respectable life	46.0%	41.0%	49.0%
Safety and security	40.0%	39.0%	41.0%
To be successful	38.0%	48.0%	32.0%
Having a good time	31.0%	31.0%	31.0%
Making my own decisions	31.0%	26.0%	34.0%
Learning new things	26.0%	26.0%	26.0%
Advancing my career	16.0%	19.0%	14.0%
Traditions	13.0%	9.0%	15.0%
Social justice	12.0%	13.0%	12.0%