C-Suite leaders’ growing use of TikTok and other social media statistics
Kekst CNC Intelligence has studied C-Suite audience social media behaviours using data from the audience research company GWI. It reveals that 1 in 2 are now active on TikTok, 89% watch videos on mobile devices, and 88% use social media daily.
The research includes 4,164 business leaders across eight markets (France, Germany, UK, Sweden, Japan, Saudi Arabia, UAE, and US) and reveals how senior decision makers prefer to consume their news, use social media, and engage broadly with digital communications channels. It confirms anecdotal feedback from professional communicators that the online landscape continues to shift and that communications strategies must adjust accordingly.
Whilst 74% of business leaders still read physical newspapers and magazines, 80% confirm daily reading of online news and 88% use social media daily. The top used social networks during 2024 were:
When comparing the growing use of TikTok with LinkedIn, the expected generational differences between higher usage by millennials VS Gen X is true for both platforms. Data shows that TikTok usage is highest in Saudi Arabia, US, and UK, whereas LinkedIn usage is high across all countries especially France, Germany, and the UK.
This aligns with a growing preference for video content as 89% watch videos on mobile devices and 46% prefer short videos (defined as under 10 minutes). This is a mobile-first audience.
What does this mean for communicators?
Refresh your audience research: If this hasn’t been done over the last 12 months, this needs sense-checking based on the quickly evolving digital landscape.
Adjust your strategy: Especially to make sure your communications work in a mobile- first world, consider growing social networks, and using different content formats.
Be personal and professional: LinkedIn still holds an important place as a professional social network, but don’t be limited by it – senior business leaders are more active on personal social networks.
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