Our newsletterVendor reportSprout Social, 2026
Short videos dominate brand engagement on TikTok
Content formats
Share of social users most likely to interact with brand content types on TikTok
Share of social users most likely to interact with brand content types on TikTok| Content type | Share of social users likely to interact (%) |
|---|---|
| Short-form video (<60 seconds) | 60% |
| Long-form video | 32% |
| User-generated content | 30% |
| Influencer content | 28% |
| GIFs / memes | 15% |
- 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. This figure shows the share of social users likely to interact with brand content types on TikTok: short-form video under 60 seconds 60%, long-form video 32%, user-generated content 30%, influencer content 28% and GIFs or memes 15%. The report does not state whether the denominator is all respondents or TikTok users only.
- 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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