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TikTok brand loyalty soars as Instagram, Facebook lose ground

September 15, 2022

This year’s list of loyalty leaders in many ways reflects the challenges and opportunities businesses face amid shifting consumer interests due to economic uncertainty and the retreat of pandemic-related restrictions.

TikTok, which has quickly become the darling of social media, saw one of the largest jumps on the list, up 16 spots from where it sat the year prior. In many ways TikTok has laid the groundwork for both short-form videos and shoppable content, with others adopting similar features — for instance, Facebook recently ditched its live shopping feature in favor of its shorter video format, Reels. YouTube also integrated similar features, and Instagram has recently caught flack by users for following the Byte-Dance owned platform so closely.

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