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Long Story Short: TikTok Has Increasing Value for Many Brands

November 8, 2022

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Adult engagement with TikTok has increased hugely since 2019, while time spent with other platforms has decreased. It's projected that adults in the U.S. will spend almost 19% of their social media time with TikTok in 2024 - up from 4.5% in 2019. That growth ties TikTok with Instagram and narrows the gap with Facebook, which leads the major platforms. Other findings in an Insider Intelligence emarketer report include:

  • This year TikTok will edge past YouTube, until now the leader in time spent per day by users on major platforms.
  • While TikTok still lags behind Facebook and Instagram in users who buy via social media, its number of social buyers is growing and will overtake Pinterest this year.
  • TikTok is improving search functionality to encourage more users to start their shopping on the app.

Read more about the Insider Intelligence emarketer report here.

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