【英文】牛津经济研究院报告：TIKTOK效应：tiktok在五个欧洲国家的社会经济影响（31页）

英文研究报告 2024年02月02日 14:28 管理员

Having identifed previously that there are diferences in the likelihood of using TikTok by business size, we also looked at how the activities undertaken by SMEs difered by size. Larger businesses in the medium-sized category were more likely to make use of features such as paid advertising and direct sales, whereas the likelihood of posting content on TikTok did not difer much by size of business. For example, 44% of medium-sized businesses had done some form of paid advertising, compared to just 32% of microbusinesses. Whilst a majority of SMEs on TikTok maintained a direct presence by posting their own content directly, a signifcant minority (23%) did not. Looking specifcally at those businesses which used TikTok, but did not post content directly, the most common use was creator marketing, undertaken by almost six in 10 SMEs (58%), suggesting that the majority of those who did not post content themselves relied instead on creators to promote the business. A smaller share of those not posting content directly to TikTok (45%) had used paid advertising to promote their businesses.