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As of 2024, Google was the most valuable media brand in the world, with an estimated brand value of about 333.44 billion U.S. dollars. TikTok/Douyin took the second place, with a brand value of nearly 84.2 billion dollars. The Chinese short-form video platform ranked ahead of Facebook.

TikTok: A global social media marketing sensation

Initially, many thought TikTok was just a passing fad, a craze that would soon fade away. However, the platform has proven to be a powerhouse of social media. As of April 2024, the digital playground owned by Beijing-based tech company ByteDance was one of the most popular social media networks worldwide, with more than 1.5 billion monthly active users. This popularity has made TikTok attractive for brands to reach and engage with potential customers. In fact, TikTok was one of the leading social media platforms among marketers worldwide. Around 30 percent used the network to promote their brands, products, or services. The recent restrictions on the platform in the United States will likely continue to be watched by marketing experts and users alike.

Most valuable brand in the world

Brand value is a term marketers use to describe a brand's worth. In 2024, Apple was the highest-valued brand worldwide. The company had an estimated brand value of roughly 517 billion dollars.