Despite TikTok's rapid user growth, brands have struggled to attract followers to their profiles, according to research from AudienceProject.
Across the United States and six European countries, just 7% of TikTok users say they follow brands on the platform. When compared to ten other social platforms, this share puts the short-form video app above only Tumblr, Snapchat and WhatsApp.
In the US, for example, 11% of TikTok users follow brand profiles on the platform. This is a lower share than platforms like Twitter (35% of users follow brands), Pinterest (24%), LinkedIn (20%), Reddit (15%) and Tumblr (15%).
TikTok...