Conviva , the continuous measurement analytics platform for streaming media, today released its third annual TikTok Benchmarks & Strategy Guide, surveying more than 1,500 verified brand accounts on TikTok, with a total of 1 .42 billion followers and 591,000 posted videos. The report highlights which brands are most effectively benefiting from the pandemic-driven rise in popularity of TikTok and highlights how the most successful brands were able to add an average of 527,000 new followers between March 2021 and March 2022.
“At the start of the pandemic, many brands were hesitant to fully embrace TikTok as a powerful tool in their marketing strategy. Over the past 18 months, however, TikTok’s growth and popularity has exploded — and brands are rushing to build and execute a strategy to tap into this massively expanding audience,” said Nick Cicero, VP of Strategy, Conviva. “With no signs of slowing down, it’s important for brands to understand which tactics, namely consistently posting quality content, actually move the needle in terms of engagement and brand building on TikTok.”
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