TikTok brand profile Germany 2023

How high is the brand awareness of TikTok in Germany?
When it comes to social media users, brand awareness of TikTok is at 89% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is TikTok in Germany?
In total, 40% of German social media users say they like TikTok.

What is the usage share of TikTok in Germany?
All in all, 42% of social media users in Germany use TikTok.

How loyal are the users of TikTok?
Around 31% of social media users in Germany say they are likely to use TikTok again. Set in relation to the 42% usage share of the brand, this means that 74% of their users show loyalty to the brand.

What's the buzz around TikTok in Germany?
In June 2023, about 31% of German social media users had heard about TikTok in the media, on social media, or in advertising over the past three months.

TikTok brand awareness, usage, popularity, loyalty, and buzz among social media users in Germany in 2023

Characteristic	Share of respondents
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Number of respondents

1,154 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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