TikTok a Powerhouse for EU, U.S. Brands’ Earned Media Value

A new report from CreatorIQ reveals that TikTok — looming U.S. ban or not — has distinguished itself as a major source of momentum for creator marketing. And not just for American brands, but for European ones as well.

• Europe’s top apparel brands averaged $33.5 million EMV from TikTok, representing a notable 110% year-over-year growth. While U.S. apparel brands had a higher average of $48.8 million EMV, it was only a 39% YoY increase, roughly one-third of the momentum seen from EU brands. 
• Within the retail category, EU brands averaged a 125% increase in TikTok EMV year-over-year, compared to the 88% increase that U.S. brands saw. 
• The top 25 EU quick-service restaurant brands averaged $4 million EMV from TikTok per brand — a 237% year-over-year surge. By comparison, U.S. QSRs racked up a higher average EMV of $21.5 million, but that represented a much smaller 81% increase. 

Get more insights around European creator marketing here.