2021年TikTok基准和品牌战略指南（英文）

© 2021 Conviva. All Rights Reserved. 12021 TikTok® Benchmarks & Strategy Guide for BrandsCONVIVA VIEWER INSIGHTS© 2021 Conviva. All Rights Reserved. 2TikTok® Goes Mainstream2020 was the year TikTok® exploded. Likely accelerated by the pandemic, TikTok® seemed to be the one app everyone was talking about as they were stuck inside. For many, TikTok® was a distraction; for others, it was a creative outlet. However you used it, in 2020 TikTok® found a permanent place within popular culture.TikTok® also encountered a lot of uncertainty in 2020. Facing a potential ban in the United States, and actual bans in places like India, one might forgive the social app if they took their foot off the gas. That didn’t happen.TikTok® is now closing in on one billion monthly average users with no signs of slowing down. The app has become ground zero for new trends, future celebrities, and global movements.The app also graduated from an experiment for brands to an important part of their digital and social strategy. In particular, TikTok® has become an essential stop for TV, movie, and streaming promotion, for nearly every network, streaming service, and TV show. In this report, we analyzed and benchmarked TikTok® usage from over 10 different industries and categories to determine, simply, who is doing the best on TikTok®.TikTok® data for this report was collected utilizing Conviva Viewer Insights and independent analysis. This report contains data from 900 branded TikTok® accounts with a total of over 209k videos. Data was collected in February 2021 and compared to February 2020.Don’t see your account but deserve to be included in our rankings? Fill out this form.Last updated 3/17/21© 2021 Conviva. All Rights Reserved. 3Fastest Growing Accounts on TikTok®Now is the time for growth on TikTok®. Of the 900 TikTok® accounts measured in this report, accounts gained a staggering average of 604k new followers over the past year. Certain categories flourished, including sports media which leads in both total followers and follower growth over the past year. Streaming has acquired the vast majority offollowers within the last year and saw the second highest tally for new followers during that time, despite being fourth in total followers. Pro leagues were earlier adopters of TikTok® and average the second highest total of followers, but growth over the past year for the category was the lowest proportion of total followers of any category. © 2021 Conviva. All Rights Reserved. 42021 TikTok® Benchmark HighlightsTikTok® usage and growth soared during the pandemic as users were at home with little to do. This analysis looked at over 900 brand accounts on TikTok® from February 2020 to February 2021 to determine the top performing accounts from various industries. The 900+ accounts measured had a combined following of 612.7 million and the results clearly indicate that publishers who committed to posting consistent, quality content are reaping the biggest gains in terms of fo