The Social Media Brandscape

Long-time social media mainstays may no longer offer the exciting edge brands desire.

American consumers perceive social media brands differently, with older brands often appearing more corporate and practical – a less exciting prospect for consumers. Newcomers like TikTok are aligned with modernity, style, and energy.

Users already on more modern, youthful platforms are also more likely to use TikTok, offering multiple opportunities for brands to connect with who also use these platforms. Users of “more modern” platforms download, use, and recommend TikTok at higher rates than the general population and Facebook users.

Trial, usage, and recommendation rates are highest among Snapchat, Instagram and Twitters users.

Shared users with other trendier platforms may explain why, compared to other social media brands, TikTok’s brand equity has steadily improved since last summer while platforms like Facebook and Instagram have generally plateaued.

Compared to other social media platforms, TikTok offers the most supportive audience for brands interested in the platform.

TikTok’s own users give the brand a higher equity score compared to the users of other social media brands. In general, users of more modern, youthful social platforms are more likely to value those brands more highly than users of older platforms.