TikTok is becoming more and more attractive for the advertising industry
49 percent of TikTok users in the U.S. have already purchased a product or service from a brand that was advertised or rated on the platform. This is shown by a survey conducted by Adweek, a trade journal for advertising and marketing. According to the survey, some companies have also already invested in TikTok campaigns - others are planning to do so.
According to the Adweek survey, young people between the ages of nine and 24 - the so-called Generation Z - are among the most avid users of TikTok. Of those, 71 percent said they had set up an account. However, TikTok, which is operated by the Chinese company ByteDance, still ranks far behind Facebook.
60 percent of Millennials - those aged 30 to 40 - said they had bought something from a brand that had been advertised or rated on the portal. Among 40- to 50-year-olds, Generation X, the figure was 48 percent, while baby boomers, who are among the baby boomers born between 1946 and 1964, said only 27 percent had done so.
Instagram advertising is also worthwhile
In terms of all adults, it was 41 percent who bought goods advertised on Facebook. The platform benefits above all from its even much higher acceptance among the population. 81 percent of all adults reported having a Facebook account, but only 30 percent have set one up on TikTok.
Instagram is also very popular. 88 percent of Generation Z respondents and 71 percent of Millennials have an account with this online photo and video sharing service. Half of Millennials said they had bought something from a brand after it had been promoted or reviewed on Instagram. Among Generation Z, the figure was 53 percent. The service is not as well received by Generation X. Only 23 percent were persuaded to buy something by the advertising there. (pte/swi)
