The Next Frontier: Striking Gold on TikTok - Platforms & Brands - The Harris Poll
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The Next Frontier: Striking Gold on TikTok Platforms & Brands
Platforms & Brands | TikTok
Executive Summary…….………………………….…………………………...3
The TikTok Brandscape………………………………….…….……............5
TikTok Trends…………………………….……….….….…….........................13
Brand Spotlights: McDonald’s, Chipotle, Ocean Spray…...21
Methodology……….………………………..……….……………………………34
Appendix………..……………………….……………………………….…….…...35
2
Executive Summary TikTok is quickly becoming the leading social media platform for advertisers. To determine the value and potential of TikTok as a marketing channel and branding opportunity, brands should: • Understand users’ reasons for joining and using the app. • Zero in on how consumers use TikTok and what content currently draws their attention. • Evaluate how consumers using TikTok perceive both their brand and their brand’s marketing on the platform. • Define their desired brand positioning and the content or partnerships strategies that support that position. • Measure and track the ongoing performance of the content their brand shares.
Platforms & Brands | TikTok
About This
Report 120
TikTok Monthly Active Users (U.S.)
According to numbers revealed by TikTok, the
number of monthly active users in the United
States has more than quadrupled since the 100
beginning of 2018 – and as of August represented
almost a third of the U.S. population.
80
What was once a niche platform with a narrow
Millions
audience is now one of the fastest-growing social
media platform in the world, and brands are
beginning to see the goldmine of opportunities for 60
engaging with customers.
But with its own set of unwritten rules and a user
base that skews younger, marketing on TikTok is 40
also a potential minefield for brands – especially
with younger consumers wary of their intentions.
20
This report will help guide brands and marketers to
navigate the nuances of TikTok and connect with
its core users.
0
Jan-18 Feb-19 Oct-19 Jun-20 Aug-20
Source: TikTok 4
EQUITY TRACKER The TikTok Brandscape
Platforms & Brands | TikTok
Long-time social media mainstays may no longer offer the exciting edge brands desire.
Social Media | Perceptions
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.
Straightforward
Effortless &
Edgy
Business-like
Universal Mature
Cutting Edge
Avant-Garde
Elevated
Multipurpose
Base: US Adults 18+ | 03/27/2021 – 04/20/2021
6
Platforms & Brands | TikTok
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
TikTok | Brand Conversion
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.
CONVERSION FOR TikTok AMONG ALL CONSUMERS & SOCIAL MEDIA PLATFORMS
General Population Facebook Users Snapchat Users Instagram Users Twitter Users
95.6 96.7 97.3 98.3 99.0
Awareness Awareness Awareness Awareness
Awareness
95.6% 96.7% 97.3% 98.3% 99.0%
62.3 63.7 91.4 81.8 86.0
Familiarity Familiarity Familiarity Familiarity Familiarity
65.2% 65.9% 93.9% 83.2% 86.8%
39.7 41.3 75.4 58.8 65.6
Trial Trial Trial Trial Trial
63.7% 64.8% 82.6% 71.9% 76.3%
31.3 32.9 67.0 47.9 53.4
Usage Usage Usage Usage Usage
78.9% 79.6% 88.8% 81.4% 81.4%
15.8 17.0 35.5 24.5 28.3
Recommend Recommend Recommend Recommend Recommend
50.3% 51.9% 53.0% 51.2% 53.0%
Base: US Adults 18+, Users of each social media platform over the last 30 days
Note: Awareness is measured among all members of the general population, and familiarity is measured among those who are aware of the brand (i.e., say they have heard the name of the brand before
03/27/2021 – 04/20/2021 7
Platforms & Brands | TikTok
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.
Brand Equity of Social Media Brands Over Time
70
TikTok | Equity Trends
65 +4.3
+3.5
60
+11.2
+10.8
55
+2.1
50
45
40
Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21
TikTok Facebook Twitter Instagram Snapchat
Base: US Adults 18+ | 08/01/2020 – 04/28/2021 8
Platforms & Brands | TikTok
Defining Brand Equity
To determine how consumers view brands currently active on TikTok,
The Harris Poll measured brand equity among TikTok users and the
general public for a select sample of 20 brands that actively publish
content on the platform during a 3-week period between March 23 and
April 15, 2021.
EQUITY
The perceived value of a company based on its reputation
among its consumers – as captured by consumer ratings of the
brand’s momentum and quality, their familiarity with the brand, and
how likely they are to consider purchasing from the brand.
MOMENTUM QUALITY
How consumers perceive a How consumers rate a given
brand’s upward or downward brand’s overall quality.
trajectory – based on their own
experience and knowledge of
the brand.
CONSIDERATION FAMILIARITY
Price aside, how likely a How much a consumer is
consumer is to buy a product relatively familiar with and aware
or service from a given brand. of a given brand.
9
Platforms & Brands | TikTok
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.
TikTok | Brand Equity
BRAND EQUITY OF SOCIAL MEDIA PLATFORMS AMONG THEIR USERS
66.2
90.7 57.3 48.8 42.5
60.3
EQUITY 95.8 89.8 87.9 87.3
EQUITY EQUITY EQUITY EQUITY
80.7 81.4 77.3 71.4 69.6
-0.9 -- 94.0 -1.3 96.8 -1.0
+0.2 98.9 97.5
70.6 64.8 54.8 52.0
96.7
69.3
Momentum Consideration Quality Familiarity
Base: US Adults 18+, Users of each social media platform over the last 30 days | 03/27/2021 – 04/20/2021 10Platforms & Brands | TikTok
Brands with a higher brand equity lift among Tik Tok users compared to the general public have
successfully built equity and buzz with TikTok’s unique audience – meaning their in-app content,
influencer engagement, or ads have resonated with the platform’s users.
TikTok Users TikTok Users
U.S. Adults Lift U.S. Adults Lift
(Last 30 Days) (Last 30 Days)
Brand Tracker | Equity
66.6 51.0 +15.7 62.6 53.3 +9.3
74.6 61.1 +13.5 80.3 71.0 +9.3
70.2 57.4 +12.8 71.2 61.9 +9.2
58.0 46.6 +11.4 80.5 71.5 +9.1
71.2 59.8 +11.4 79.2 70.5 +8.7
67.6 56.4 +11.2 72.8 64.4 +8.4
74.1 63.2 +10.9 64.9 56.6 +8.3
74.1 63.2 +10.9 67.8 61.5 +7.3
85.4 75.6 +9.8 71.8 66.0 +5.8
65.0 55.5 +9.5 59.6 60.3 -0.6
Base: US Adults 18+, Users of TikTik over the last 30 days | 03/27/2021 – 04/20/2021
11Platforms & Brands | TikTok
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12TRENDS TikTok Trends
Platforms & Brands | TikTok
Most of TikTok users are devoted users, indicating a source of constant engagement that is
valuable both to the platform and the brands that use it.
Unsurprisingly, the app’s audience skews younger – notably only 1% of baby boomers report using it – but it’s
not all teenagers. While users are most likely to be Gen Zers (44% are on the app), Millennials report using
TikTok Trends | Usage
the app most frequently. Gen Zers, however, are most likely to prefer using TikTok over other social media
apps (41%), so even as TikTok’s popularity grows, Gen Z is likely to remain a cornerstone of its user base.
APP USAGE AMONG TikTok USERS BY GENERATION
1% 0%
Gen Z 63% 20% 12% 3%
2% 1%
Millennials 66% 11% 16% 5%
Gen X 41% 20% 16% 5% 4% 13%
Several times a day Once a day Several times a week Once a week Several times a month Once a month or less often
Base: TikTok Users by Generation | 03/26/2021 – 03/29/2021 14Platforms & Brands | TikTok
Gen Zers, TikTok’s early adopters and stalwart ambassadors, joined the app primarily
because it aligned with their values, giving them a creative outlet and a connection with
others who share their unique interests.
TikTok Trends | Sign-ups
After TikTok established itself with Gen Zers as a source of creativity and entertainment, personal networks
greased the wheels for TikTok’s meteoric rise: Nearly half of all users (46%) said they joined because
friends and family were frequent users of the app.
Infinity Wars
51% Allows them
to be 47% A large
community
Most users (60%) say
creative for their
interests they enjoy TikTok’s
endless scroll of
content on the “For
You” page –
indicating the
platform’s clever UX
design is paying off.
43% Boredom with
content on 43% Friends
and family
other social on the app
platforms
Base: TikTok Gen Z Users | 03/26/2021 – 03/29/2021 15Platforms & Brands | TikTok
Gen Z’s primary reason for joining – creativity – is also reflected in the types of accounts they
follow, including comedy & entertainment, dance and fashion. Savvy brands should create
and curate their content accordingly.
TikTok Trends | Content
And while comedy accounts are a clear front-runner, tastes diverge among the generations. Gen Zers are
more likely to follow fashion accounts than their generational counterparts, meaning fashion and retail
brands are especially well-suited to engaging them on the app.
1. Comedy & Entertainment 78%
2. Dance 59%
3. Life Hacks 56%
4. Fashion 54%
5. Celebrity Content 49%
Base: TikTok Users | 03/26/2021 – 03/29/2021 16Platforms & Brands | TikTok
With Gen Z leading the way, it’s laughter, not music, that now drives TikTok’s growing user
base. TikTok has cemented its status as a creative hub, expanding beyond its origins as a
space for lip synching, sing-a-longs, and song covers.
TikTok Trends | Content
Currently, only 36% of TikTok users follow accounts featuring lip synching, song covers, or sing-a-longs. Fewer
(26%) say they’ve participated in a TikTok “challenge.” Instead, comedy reigns supreme on the app – uniting
users across all age groups and backgrounds.
Authenticity is required: User-generated content (UGC) still holds the greatest sway on the app since less
than a third of users (26%) follow brands on TikTok. This means true UGC or content that emulates UGC are
crucial paths to customer engagement – paving the way for influencers.
TRENDY ACCOUNTS LESS POPULAR ACCOUNTS
71% 47% 36% 26%
Of all users follow Of all users follow prank Of all users follow music Of all users follow
comedy accounts – the accounts. accounts – one of the brands accounts on
most popular TikTok least popular TikTok TikTok. This increases to
accounts. accounts. 31% among daily users.
Base: TikTok Users | 03/26/2021 – 03/29/2021 17Platforms & Brands | TikTok
TikTok Trends | Commerce TikTok users are moving beyond mere content consumption to product consumption.
Consumers spent $32 Billion on apps in Q1 2021, and TikTok has shown strong potential as a commerce
platform – as the popularity of the “TikTok leggings” reveals.
Almost half (48%) of TikTok users say they’ve bought a product or service after seeing an ad for it on the
app, and 47% say they’ve purchased something based on the recommendation of a TikTok influencer.
Inexpensive products tend to fare better. In fact, two-thirds (66%) say they’ve spent less than $50 on a
purchase they made based on the recommendation of a TikTok influencer.
8%
$30
>$250
15%
$100 -
40%
$249
Median spent by TikTok $50 –Platforms & Brands | TikTok
TikTok Trends | Commerce Although Gen Zers make up a large portion of TikTok’s user base, Millennials are actually
the most likely segment to buy an item due to influence from TikTok.
Daily TikTok users are even more receptive: 58% say they’ve purchased a product or service based on
an they viewed on the app while 57% say they’ve purchased something based on the recommendation of
a TikTok influencer.
Brands should take care, however, to have influencer partners properly tag their posts as most consumers
struggle to discern an ad from an organic user post.
>$250
Of Millennials
58%
$100 -
$249 57% have purchased
something from a
Of consumers say TikTok ad.
they can’t $50 –
recognize the $99
difference $25 –
between $49
sponsored Of Gen Zers who
content and
organic content 38% have purchased
something from a
on the app. TikTok ad.
Base: TikTok Users | 03/26/2021 – 03/29/2021 19Platforms & Brands | TikTok
Ads aside, having an engaging presence on TikTok can prove valuable in influencing
purchase consideration among consumers.
Consideration | Expanded
Brands across industries can use in-app content, influencer engagement, and ads to resonate with TikTok
users. Brands with higher consideration values among TikTok users compared to the general public have
positively influenced users to consider buying their products or services.
TOP 10 LIFTS IN CONSIDERATION FOR TikTok ADVERTISERS
Lift in Consideration
TikTok Users
U.S. Adults (TikTok Users vs. U.S.
(Last 30 Days)
Adults)
85.7 69.1 +16.6
71.8 57.0 +14.8
73.5 59.5 +14.0
94.7 82.8 +11.9
80.4 68.8 +11.6
69.5 58.2 +11.3
86.5 78.0 +8.5
79.8 73.0 +6.8
86.7 79.9 +6.8
85.3 78.5 +6.8
Base: US Adults 18+, Users of TikTik over the last 30 days | 03/27/2021 – 04/20/2021 20BRANDS Brand Spotlights
Platforms & Brands | TikTok
Social Media | Perceptions Among the general public, TikTok has an especially modern brand compared to other social
media platforms
Older platforms often appearing more corporate and common to American consumers while newer
platforms like TikTok are aligned with modernity, style, and energy.
Straightforward
Effortless &
Edgy
Business-like
Universal Classic
Contemporary
Avant-Garde
Elevated
Multipurpose
Base: US Adults 18+ | 03/27/2021 – 04/20/2021
22Platforms & Brands | TikTok
Social Media | Perceptions Among TikTok users specifically, younger platforms still maintain a fun and forward-
looking reputation.
Facebook and Twitter are viewed as more established, commonplace brands while Instagram, Snapchat,
and TikTok represent fun, user-centricity, energy, and youth.
Refined
Established,
Universal
Businesses
Contemporary Classic
Bright Young Things
Enterprising
Base: Users of TikTok over the last 30 days | 03/27/2021 – 04/20/2021 23Platforms & Brands | TikTok
Social Media | Perceptions Brands that drive the highest lift in brand equity among TikTok users are those that align
closely with the platform’s fun and modern reputation.
Brands with the highest lift in equity, such as Xbox and Nickelodeon, skew more modern among users than
brands like Chipotle, Ocean Spray, and McDonald’s.
Accessible
Family-Friendly
Contemporary Classic
Teens & Tweens
Mature
Elite
Base: Users of TikTok over the last 30 days | 03/27/2021 – 04/20/2021Platforms & Brands | TikTok
Current Tactics
McDonald’s is one of the most well-
known brands globally, but its TikTok
presence is still nascent. Posts are
largely focus on promoting menu items.
879.2K Followers 1.5M Followers 97.3K Followers
Chipotle, on the other hand, has been a platform 1.8M Likes 29M Likes 730.1K Likes
power-user for more than two years – and it
shows. The QSR brand offers its 1.5 million 21 Posts 166 Posts 59 Posts
followers a range of content, including branded
TikTok Challenges – trending content that
encourages creators put their unique spin on a
creative prompt – to boost both the quantity and
quality of consumer engagement across the
platform.
Some of Ocean Spray’s recent popularity, both
on and off TikTok, stems from a viral video of a
user skateboarding and drinking Ocean Spray, set
to a classic rock jam. The buzz it generated points
to the power of unlikely partnerships and also the
idiosyncratic nature of viral content.
Watch Here Watch Here Watch Here
25Platforms & Brands | TikTok
McDonald’s | TikTok Tactics In February 2021, McDonald’s joined Popeyes and Chick–fil –A in the battle for the best chicken sandwich
with three new menu items, all of which were promoted on TikTok using #crispyjuicytender.
While the hashtag itself has earned a sizable 4.1M views, McDonald’s #crispyjuicytender post received
mixed reviews; among all viewers, enjoyment dwindled after just 5 seconds, but TikTok users found the
video moderately enjoyable.
ENJOYMENT OF TikTok VIDEO OVER TIME
50
40
Very Enjoyable
30
Enjoyment (-50 to 50)
20
10 Moderately Enjoyable
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
-10
Moderately Unenjoyable
-20
-30
Watch Here Very Unenjoyable
-40
-50
Seconds
Gen Pop TikTok Users Daily TikTok Users
Base: U.S. Adults 18+, TikTok Users, Daily TikTok Users | 03/27/2021 – 04/20/2021 26Platforms & Brands | TikTok
Brand-Video
Correlation
A lesson in
curation 17%
TikTok users’ interest in comedy and Watch Here
entertainment accounts presented an
opportunity for the fast-food brand to
Perceptions
level up its engagement; this video
Top Video
helped McDonald’s accomplish that.
#crispyjuicytender brought some quintessential
TikTok energy to McDonald’s corporate and
traditional profile.
Fun Stylish Premium Simple Innovative
The correlation between how TikTok users 51% 20% 18% 17% 16%
perceive McDonald’s and its TikTok video is low at
0.17, likely due to the video’s high “Fun” rating – a
Perceptions
weaker trait for McDonald’s among this audience.
Top Brand
Although the video diverges from McDonald’s
perceptions, it helps to boost the brand’s
reputation among TikTok users by harnessing a
characteristic that is valued by these users.
Good Value Dependable Corporate Simple Traditional
52% 33% 28% 26% 25%
Base: Users of TikTok over the last 30 days, Tik Tok Users | 03/27/2021 – 04/20/2021
TikTok users’ perceptions of the brand McDonald’s were correlated with their perceptions of McDonald’s TikTok video to determine the
degree to which the video was on brand.
27Platforms & Brands | TikTok
In March 2021, Chipotle partnered with e.l.f. Cosmetics to create a limited-edition makeup line inspired by
Chipotle’s burrito bowl. To promote the line, the brands partnered with influencers Trixie Mattel and
KimChi Chic from RuPaul’s Drag Race.
Chipotle | TikTok Tactics
e.l.f. x Chipotle was heavily targeted to Gen Z TikTok users, who are more likely to follow celebrity content
and fashion accounts; and the niche nature of the video was alienating to the general population, given
the continuous drop in enjoyment.
ENJOYMENT OF TikTok VIDEO OVER TIME
50
40 Very Enjoyable
30
Enjoyment (-50 - 50)
20
10 Moderately Enjoyable
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
-10
Moderately Unenjoyable
-20
-30
Watch Here
-40 Very Unenjoyable
-50
Seconds
Gen Pop TikTok Users Daily TikTok Users
Base: U.S. Adults 18+, TikTok Users, Daily TikTok Users. | 03/27/2021 – 04/20/2021 28Platforms & Brands | TikTok
Brand-Video
Correlation
Over the
edge? -2%
On TikTok, Chipotle is known for Watch Here
encouraging content that encourages
creators to put their unique spin on a
Perceptions
creative, brand prompt.
Top Video
e.l.f. x Chipotle makeup palettes sold out in days,
but research from The Harris Poll indicates that
this campaign subverted users’ expectations of
the brand. In fact, the post was negatively
correlated with TikTok users’ perception of Fun Stylish Innovative Unconventional Bold
Chipotle at -0.02. 46% 31% 25% 23% 21%
Both the video and the brand are recognized for
Perceptions
being fun, but while the video takes on an edgy
vibe, it contrasts with the dependable and
customer-friendly reputation Chipotle has among
Top Brand
TikTok users.
Good Value Dependable Customer-centric Fun Trustworthy
41% 28% 28% 27% 27%
Base: Users of TikTok over the last 30 days, Tik Tok Users | 03/27/2021 – 04/20/2021
TikTok users’ perceptions of the brand Chipotle were correlated with their perceptions of Chipotle TikTok video to determine the degree
to which the video was on brand.
29Platforms & Brands | TikTok
Maybe not An acceptable partnership
among users…
...allows for content
experimentation…
...even if the content doesn’t always
align with the original brand
Brand-Video
Correlation
e.l.f. Cosmetics gives Chipotle a chance
to push its brand boundaries with the
backing of a brand that is more -2%
authoritative in that content space. 55%
Although the video is not positively aligned with
Chipotle, TikTok users recognize the stronger
24%
brand relationship between Chipotle and e.l.f.
Cosmetics. The two brands have a moderately
strong correlation of 0.55.
This gives Chipotle room to experiment with
Top Perceptions
content that promotes the collaboration by
Fun Stylish Innovative Unconventional Bold
tapping into characteristics more aligned with e.l.f.
46% 31% 25% 23% 21%
In fact, the post was positively correlated with e.l.f.
at 0.24, indicating that the post hit a middle
ground between the two brands.
TikTok users see Chipotle as a customer- and Good Value Dependable Customer-centric Fun Trustworthy
value-oriented brand with a post that delivered 41% 28% 28% 27% 27%
more style than substance. Even so, the
connection to e.l.f. created an entertaining video
for users and promoted palette sales, proving
brands can succeed with TikTok users by tapping
into partnerships and experimental content that Good Value Stylish Trustworthy Fun Practical
introduce modern and youthful brand associations 40% 36% 30% 30% 29%
to drive enjoyment and engagement.
Base: Users of TikTok over the last 30 days, Tik Tok Users | 03/27/2021 – 04/20/2021
TikTok users’ perceptions of the brand e.l.f. were correlated with their perceptions of Chipotle’s TikTok video to determine the degree to
which the partnership’s video was on brand. 30Platforms & Brands | TikTok
Ocean Spray | TikTok Tactics Mirroring a popular meme, Ocean Spray branded itself as ‘the guy she told you not to worry about’ to
gain an edge against private label juice brands.
Ocean Spray’s TikTok content effectively resonated with both users and non-users alike. The clip saw a
gradual increase in reported enjoyment across users and all viewers, showing that similarly punchy and
familiar meme-based content can help brands connect with both long-time and new users as the app’s
user base expands.
ENJOYMENT OF TikTok VIDEO OVER TIME
50
40 Very Enjoyable
30
Enjoyment (-50 to 50)
20
10 Moderately Enjoyable
0
1 2 3 4 5 6 7 8 9 10
-10
Moderately Unenjoyable
-20
-30
Watch Here -40 Very Unenjoyable
-50
Seconds
Gen Pop TikTok Users Daily TikTok Users
Base: U.S. Adults 18+, TikTok Users, Daily TikTok Users. | 03/27/2021 – 04/20/2021
31Platforms & Brands | TikTok
Brand-Video
Correlation
Maintaining
the brand 54%
Ocean Spray’s post is moderately
aligned with its brand perception among
TikTok users.
Perceptions
Top Video
The correlation between how TikTok users
perceive Ocean Spray and its TikTok video is
moderate at 0.54, due to the level of alignment on
traits including, simple and trustworthy.
Such content gives Ocean Spray an opportunity to Simple Smart Trustworthy Intelligent Innovative
boost its associations with being viewed as 29% 22% 21% 20% 20%
innovative, smart, and intelligent – in other words,
“witty” – since those were top traits associated
with the video.
Perceptions
Like Ocean Spray, brands that deploy content with Top Brand
desirable characteristics – even if not perfectly
aligned with the brand – can use that content to
improve perceptions and ultimately boost equity
among TikTok audiences. Good Value Trustworthy Simple Wholesome Premium
32% 25% 23% 23% 20%
Base: Users of TikTok over the last 30 days, Tik Tok Users | 03/27/2021 – 04/20/2021
TikTok users’ perceptions of the brand Chipotle’s were correlated with their perceptions of Chipotle’s TikTok video to determine the
degree to which the video was on brand. 32Platforms & Brands | TikTok
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33METHODOLOGY
The brand index was determined by measuring the change in brand equity between users of TikTok over the last 30
days and the U.S. general population during the beginning and end of the data collection period. Brand equity data for
this report, including the metrics for brand equity's underlying components and emotional perceptions metrics, were
collected from March 27, 2021, to April 20, 2021, using The Harris Poll’s Brand Platform.
Additional consumer insights were derived from a survey conducted online within the United States from March 26,
2021, to March 29, 2021, among 1,708 adults (aged 18 and over) by The Harris Poll. Figures for age, sex, race/ethnicity,
education, region and household income were weighted where necessary to bring them into line with their actual
proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.
All sample surveys and polls, whether they use probability sampling, are subject to multiple sources of error which are
most often not possible to quantify or estimate, including sampling error, coverage error, error associated with
nonresponse, error associated with question wording and response options, and post-survey weighting and
adjustments. Therefore, the words “margin of error” are avoided as they are misleading. All that can be calculated are
different possible sampling errors with different probabilities for pure, unweighted, random samples with 100%
response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in our surveys. The data
have been weighted to reflect the composition of the adult population of each metropolitan area. Because the sample
is based on those who agreed to participate in the online panel, no estimates of theoretical sampling error can be
calculated.
Responses for both brand index and consumer insights studies were tested for statistical significance using a Z-test
with a confidence level of 95% and a Z-test with a confidence level of 90%.
“TikTok” by Solen Feyissa is licensed under CC BY-SA 2.0Additional Charts Appendix
Platforms & Brands | TikTok
The Harris Poll’s Brand Platform shows that TikTok’s brand equity has been steadily improving since
last summer. Perception of the platform’s trajectory has been driving growth, but the recent sharp
increase in both quality and consideration indicates that the best is yet to come.
80
TikTok | Equity Trends
Equity
70 +23.6%
Momentum
60 +33.3%
Consideration
50
+24.9%
40 Quality
+20.8%
30 Quality
+20.8%
20
-2 0
p -2 0 t-2 0 v -2
0
c -20
Jan
-21 b -21 ar-21 r-2 1
Aug Se Oc N o D e F e M Ap
Total Equity Momentum Consideration Quality Familiarity
Base: US Adults 18+ | 08/01/2020 – 04/15/2021 36Platforms & Brands | TikTok
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.
Brand Equity of Social Media Brands Over Time
70
TikTok | Equity Trends
Snapchat
65 +11.2
60 TikTok
+10.8
55
Facebook
50
+4.3
45
Instagram
40 +3.5
35 Twitter
+2.1
30
Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21
TikTok Facebook Twitter Instagram Snapchat
Base: US Adults 18+ | 08/01/2020 – 04/28/2021 37Platforms & Brands | TikTok
Momentum: brands with higher lifts have build Consideration: brands with higher lifts have positively
stronger confidence with TikTok users in their influenced TikTok users to buy their products or
Brand Tracker | Expanded
company’s trajectory. services.
TikTok U.S. Adults Lift TikTok U.S. Adults Lift
54.2 36.5 +17.7 85.7 69.1 +16.6
48.2 30.7 +17.5 71.8 57.0 +14.8
60.7 44.2 +16.5 73.5 59.5 +14.0
43.1 28.7 +14.3 94.7 82.8 +11.9
48.1 33.9 +14.2 80.4 68.8 +11.6
46.4 33.4 +13.0 69.5 58.2 +11.3
49.7 37.6 +12.1 86.5 78.0 +8.5
68.9 58.1 +10.8 79.8 73.0 +6.8
51.4 42.0 +9.4 86.7 79.9 +6.8
47.0 38.0 +9.0 85.3 78.5 +6.8
Base: US Adults 18+ | 08/01/2020 – 04/15/2021 38Platforms & Brands | TikTok
Appendix: Reasons for joining by generation
50%
TikTok Trends | Content
My friends and family frequently use the app 46%
43%
46%
39%
There's a large community for my interests there 41%
47%
42%
27%
Bored with content on other social platforms 42%
43%
39%
36%
TikTok allows me to be creative 34%
51%
39%
32%
It's easier to gain exposure and popularity 27%
19%
25%
20% Gen x
I joined in the hopes of becoming an influencer 23%
12% Millennials
19%
Gen Z
14% Overall
To participate in a specific promotion 17%
11%
14%
2%
Other 2%
1%
2%
39Platforms & Brands | TikTok
Appendix: Accounts followed by generation
Comedy / Entertainment
TikTok Trends | Content
Dance
Life hacks
Pets
Recipes or cooking
Pranks
Fashion
Celebrity content
DIY / Home renovation
Beauty / Skincare
Fitness / Working out
Song imitations, sing-a-longs, or song covers
Investing advice
Dialogue reenactments
0% 20% 40% 60% 80% 100%
Gen X Millennials Gen Z All users
40Platforms & Brands | TikTok
e.l.f. x Chipotle makeups sold out in days, but research from the Harris Poll indicates that the TikTok
campaign subverted users’ expectations of the brand. The post was negatively correlated with TikTok users’
perception of Chipotle as a brand (-1.7% of TikTok users vs -25.2% of all US adults).
TikTok users see the QSR as a value-conscious brand and e.l.f. by Chipotle delivered more style than
Chipotle | Perceptions
substance. That said, the popularity of the partnership proves that it’s possible for brands to successfully
color outside of the lines.
Customer-
Good Value Dependable centric Fun Trustworthy
on
rce d
Pe Bran
pti
41% 28% 28% 27% 27%
pti n
on
rce ig
Pe mpa
9% 9% 10% 46% 7%
Ca
*Consumers’ perceptions of the brand were correlated with their perceptions of the TikTok campaign to determine the degree to which the video was ‘on-brand 41Platforms & Brands | TikTok
Ocean Spray | Perceptions Research from the Harris Poll shows that Ocean Spray’s recent meme-inspired TIkTok met users’
expectations of the brand. The post was negatively correlated with TikTok users’ perception of Ocean Spray
(53.8% of TikTok users vs 57.9% of US adults.)
Ocean Spray’s TikTok posts are on-brand, but they’re not necessarily on-brand for the platform. Taking a
neutral tone will keep them from alienating more traditional viewers, but it could come at the expense of
forming a connection with the Gen Z power users that take to the app as a way to express themselves
creatively.
Good Value Trustworthy Simple Wholesome Premium
on
rce d
Pe Bran
pti
32% 25% 24% 23% 20%
pti n
on
rce ig
Pe mpa
16% 21% 29% 17% 13%
Ca
*Consumers’ perceptions of the brand were correlated with their perceptions of the TikTok campaign to determine the degree to which the video was ‘on-brand 42Platforms & Brands | TikTok
#crispyjuicytender brought some quintessential TikTok energy to McDonald’s profile, but the effectiveness of
the campaign remains to be seen. Research from the Harris Poll shows that the video was only 17%
McDonald’s | Perceptions
correlated with users’ perception of McDonald’s.
Overall, McDonald’s activity on the platform takes a more traditional approach, promoting menu items and
dining experiences and the sharp deviation could feel disingenuous to authenticity-loving Gen Z’ers.
Good Value Dependable Corporate Simple Traditional
on
rce d
Pe Bran
pti
52% 33% 28% 26% 25%
pti n
on
rce ig
Pe mpa
16% 11% 15% 17% 3%
Ca
*Consumers’ perceptions of the brand were correlated with their perceptions of the TikTok campaign to determine the degree to which the video was ‘on-brand 43You can also read
