Our newsletterVendor reportSprout Social, 2026
55% of Gen Z users engage with brand content on TikTok at least once a day
Engagement
55%
of Gen Z users engage with brand content on TikTok at least once a day
- Reader Note:
- Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. The figure is the share of Gen Z users who engage with brand content on TikTok at least once per day, including multiple times per day. The report does not state the Gen Z TikTok-user base size.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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