Our newsletterVendor reportSprout Social, 2026
71% of marketers are increasing their TikTok investment
Budget allocation
71%
of marketers are increasing their investment in TikTok
- Reader Note:
- Based on Sprout's survey of 1,200 marketing leaders in the US, UK and Australia whose responsibilities include social media, fielded May 30 to June 20, 2025. The 71% is the share of marketers increasing investment in TikTok. The same sentence also says 39% of Gen Z consumers plan to use TikTok more in 2026.
- 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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