TikTok takes the lead over Facebook as the world’s top social media brand


The platform’s current brand value in 2023 is US$65.7 billion, according to Brand Finance’s annual Global 500

TikTok is the world’s top social media brand, according to Brand Finance’s annual Global 500.

The platform’s current brand value is US$65.7 billion – making it part of the top ten most valuable brands in the world.

TikTok experienced a 215% growth last year, and its value has seen a huge rise from US$18.7 billion in 2021 to US$59.0 billion in 2022.

Last year, the global rankings called TikTok “the world’s fastest-growing brand” and “leading media revolution”.

Facebook, on the other hand, has fallen down several places on the list landing behind TikTok with a valuation of $US58.8 billion, as reported by AFR.

Mark Crowe, head of Brand Finance Australia, told the publication that the platform still had strong ‘brand strength’.

“The main issue for Facebook is its revenue declined for a second consecutive quarter in 2022, due to falling advertising sales as it faces competition from TikTok,” he added.
While Facebook might be edged out as the top platform on the Brand Finance’s annual Global 500, it remains popular for digital advertisers.


This week Pathmatics that Facebook is the most popular social platform, with close to 90% of top 20 brands committing their social media budget to the platform, compared to Instagram (27%), TikTok (7%) and Snapchat (3%).

See also: Pathmatics names Facebook the most popular social media platform for top digital advertisers

Pathmatics’ overall analysis found that social media is set to dominate advertising trends in the year ahead. While Facebook was found to be the current top choice, TikTok is set to see a rise in engagement in 2023.

Eugene Du PlessisPathmatics’ regional director Australia and New Zealand, said: “For the year ahead, it is likely that we will see a rise in engagement across TikTok in particular  – a platform which is growing in popularity and reaching millions of millennial and Gen Z Aussies every day,” he said.
“With the same audience demographic as TikTok, it will also be interesting to see how Snapchat performs and whether the platform will make a conscious effort to get in front of brands, advertisers, publishers, and investors to increase their prominence.
“We will be keeping a close eye on any fluctuations in the popularity of these platforms and how they stack up in the digital advertising sphere,” Du Plessis added.

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